3 ways to get customers from contextual advertising at the price of a business card
To get high-quality leads from the context at a price of 3-5 rubles, you do not need to be a cool arbiter. In this article, you will learn three techniques that can be used with any level of advertising campaign setup skills. With specific examples and with the necessary tools.
Immediately emphasize that teaser, banner-media networks, targeting in social networks have nothing to do with it. It's only about contextual advertising, in particular, Yandex.Direct.
How to squeeze more clicks from Direct, preferably “clean” and inexpensive? Obviously make more keywords. Moreover, “inexpensively” and “qualitatively” are almost always mutually exclusive things. The wider the semantics, the farther the seller’s offers from the needs of visitors. We have to dig a mountain of "slag" to get one diamond. What is the problem?
Near Target Traffic
For example, a user searches for a “fitness club”. For some reason, it is customary to consider the requests “sports hall”, “gym”, “rocking chair” and the like as near-target requests. These are the most targeted requests, just people differently formulate the same need.
Another thing is when the user has a problem and he chooses a solution: “lose weight by summer”, “how to make a slim figure”, “how to build biceps”. It is not at all a fact that he will choose classes in a fitness club. Maybe at home he will start practicing, or he will sit on some miracle pills.
It would seem that the advantages of the approach with respect to the cost of a click are obvious.
Compare the numbers here (data for one of the regions):
The frequency of near-target requests is many times less, so you need to take in quantity. If you go deeper, we easily dig into a few thousand through the same Wordstat:
When you click on any position from the right side, you will get another hundred keys. As a result - a sea of cheap traffic with clicks for 2-3 rubles.
The problem is the poor convertibility of near-targeted traffic. True, it is easily corrected by setting the relevance "Request - Announcement - Landing Page".
There are no difficulties with the first bunch. The usual logic of Yandex.Direct works: a key request in the header and in the text of the ad.
Request - “How to tighten the stomach after childbirth?”
Title - “How to remove the stomach after childbirth?”
Text - “Remove the stomach after childbirth in 60 days”.
By the way, from this year the title can be increased due to the text of the announcement. From 33 to 56 characters. If the title and the first sentence do not exceed 56 characters in total, the sentence is transferred to the title. This increases your clickthrough rate by 10-15%.
Here is an option, for example:
Otherwise, Direct automatically inserts the website address:
If the sum of the title and URL exceeds 56 characters, nothing is transferred to the title.
You can disable the function in the "Advanced Settings" section of the campaign parameters:
Pain and tears begin in the link "Announcement - Landing Page". Users go to a page with a static offer that does not convince.
When a person seeks a solution “How to lose 5 kilograms”, he has 10 possible options in his head, and the offer “Become a member of the XXL fitness club” flies past the target. Perhaps someone will catch fire in the gym, but even in this case, the user needs benefits. Why should he apply to this club, how will his need be solved?
Instead of letting near-targeted traffic succeed, they need to be managed. Here's how we did it in the headphone ad campaign.
This tricky device helps pass exams to negligent students, so the campaign was set up for "student" non-profit requests. First, related to passing the exams:
“Take the session ahead of schedule”
“Exams for admission to the law faculty”
“How to prepare for an exam in English”
up to this: “How to pass exams if you don’t know anything.”
It is clear that the student does not have a direct need for earphones. By asking similar questions, he seeks a solution to the problem - how to pass the exam easily and simply. Therefore, we connected his main need with the offer using dynamic content.
To do this, they synchronized the Yandex.Direct advertising campaign with the Yagla service and marked out the most conversion element, the heading, to replace it. More precisely, the offer in the title.
The original version of the page:
The option with the substitution for the request "Pass the session ahead of schedule":
They also captured such requests related to universities: “Schedule of Moscow State University Journalism”, “Dean of the correspondence department of MSTU” and so on.
In general, as part of the campaign for near-targeted inquiries, we got a click cost of 0.15 cu (4.5 rubles). Conversion into the application from 3.6 to 5.9%. The cost of one lead is from 55 to 85 rubles. Who knows, targeted requests often do not gain as much, not to mention the cost of leads.
A couple more examples of the use of near-targeted traffic:
In the topic of psychological training for women, this is work with the queries “Husband left”, “How to find inner harmony”, “How to look beautiful after 40”, etc.
In the topic of financial affiliates, these are the requests “How to make money fast”, “How to get out of debt”, “Open your own business”, etc.
Narrowly targeted traffic
This is traffic on demand with the most clearly expressed need. Key words with a long "tail" of 5-6 words. The technique is used by many marketers, but the problem is low conversions on the landing page. When the user asks for the exact need, sees the proposed solution in the ad and lands on the page with the “one for all” offer, the bounce rate goes off scale.
Here's how we converted narrow-targeted traffic for car service.
Initial data: 35 types of work related to the repair, diagnostics, prevention of automobiles + installation of radar detectors, video recorders, protective film. Full range - over 400 items.
The most interesting thing began when we analyzed traffic: 87% of visitors come for exact requests. That is, they do not type “Car repair”, but “Replace the oil filter”, for example. Until the model is indicated: "Replacing the alternator belt with Lada Kalina."
They are very cheap, almost at the "one-cent" level. For clarity, the rates are compared with the top queries (data for the region):
What else can I take:
- Parts numbers;
- Symptoms ("Toyota Corolla knock on the engine").
The campaign in Direct is set up efficiently, with an attractive offer in the announcement:
and universal landing:
It closes visitors for a discount or a free offer (washing, suspension diagnostics). As you can see, the offer in the title is so “beaten up” that the rejection rate of 96.5% is not surprising.
What they did: they configured 324 substitutions in the header for narrowly targeted queries.
After 6 weeks of testing, substitutions received an increase in conversion in the application from 3.5 to 7.7%. And that's not all. At the next stage, we additionally set up substitutions in the CTA button: "Find out the cost of replacement", "Find out the cost of installation" depending on the type of service. The conversion has grown to 8.1%.
The cost of the lead is 70.3 rubles.
An important point: it’s not the substitution of content as such that works for the conversion increase, but the creation of a personalized offer for every users need. The task is to “pull” them out on the basis of requests and give a strong offer. Of course, it must be true.
This is a capture of "nearby" needs, when the user searches for products from related topics, and you "catch" it with your offer. A well-known example, when a company selling septic tanks converted traffic at the request of "everything for a summer residence", "picnic sets" and so on. Something similar to the mechanics of offering related products in online stores, but in the context the task is much more complicated.
Imagine: the user dreams of barbecue in nature, and you give him a dry closet. Laughter, laughter, but the approach worked well.
Here's how we applied the associative traffic technique to an ad campaign selling an android application.
We were approached by developers who made an application for protecting eyesight in young children. The program is installed on the desktop. And when the child during viewing is too close to the monitor, the picture begins to blur. It turns out such a natural control: to normally watch your favorite cartoon, you need to keep a safe distance for your eyes.
An excellent, sought-after product, because many parents have a visual impairment in children due to a computer, TV - a real headache. The topic is specific, direct queries can be counted on the fingers. The question is where else to get traffic?
We conducted a brainstorming session, identified the following points:
Target audience: young mothers who are sitting at home with a child and to take cartoons for a while include cartoons. That is, the direct need is absolutely non-profit. And this, in fact, is one-cent traffic for such requests as “Watch Smeshariki online”. There are a lot of them. For clarity, an example - we introduce in Yandex "Watch cartoons":
How to convert: at the heart of the campaign is the idea that it is important for mothers not only to keep their child busy, but also to keep their eyesight. Despite the fact that right at the time of the search, they do not think about it.
An example of one of the queries is “Watch cartoons”.
Ad Title: “Watch Cartoons? - Save the child’s eyesight ”
Text:“ Save the child’s eyesight while he watches cartoons ”
Heading on the landing page:“ Does your child like to watch cartoons? ” Save his eyesight with app X. ”
Similarly, we converted all other queries. We synchronized the campaign with Yagla (12 525 key phrases), set up spoofing in the header. For this, all standard queries were grouped, because on the landing page it’s not the logic of the Direct “Request = Heading” that works, but the adjustment of the offer to a specific need.
Let's say they combined “Cartoons Online”, “Cartoons for Free”, “Cartoons of 2015” and so on. The result is 95 ad groups. And only substitutions for “branded” requests were set up on the basis of direct correspondence. For example: “Does your child like to watch barbariki? Save his eyesight with app X. ”
Here's what it looks like in the substitution table of the Yagla service: Page
conversion - 5.5%;
The cost of the lead is 32.4 rubles.
Of course, the associative traffic conversion technique is not suitable in all niches. Here you need to find a point of contact with the needs of the target audience by the type of “I need this thing. Oh, but this is also important ”(what you sell to him).
PS Share your experiences in the comments and what you think about all this.