Audit contextual advertising campaigns
Many advertisers stubbornly do not want to work with advertising agencies and prefer to place contextual advertising on their own. The advantages of working with an agency are obvious, especially if you work without a commission and add. payments.
For advertisers who independently place contextual advertising, our agency proposes to audit their campaign, thanks to which errors / omissions in the campaign settings are corrected, which ultimately improves efficiency.
As the audit of advertising campaigns shows, in most cases, the budget is spent inefficiently:
An example of an audit of an advertiser’s advertising campaign in Yandex.Direct
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The ads looked like this.
The audit showed that labor costs for making adjustments to an advertising campaign are comparable to setting up an advertising campaign from scratch.
What was done:
The ads took the following form:
Results:
As a result: within the framework of the same advertising budget, the advertiser began to receive 3.2 times more potential customers to his site.
Conclusions: entrust contextual advertising to the agency or periodically audit the campaign.
PS is the second post on Habrjabr, with the formation of a problem so far
PPS Contextual advertising without commissions
For advertisers who independently place contextual advertising, our agency proposes to audit their campaign, thanks to which errors / omissions in the campaign settings are corrected, which ultimately improves efficiency.
As the audit of advertising campaigns shows, in most cases, the budget is spent inefficiently:
- Display ads to target audiences
- The cost of the transition is too high
- Redirecting a client to a non-target page of the site
- And much more.
An example of an audit of an advertiser’s advertising campaign in Yandex.Direct
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Original ad campaign
- 1000 key phrases
- 50 listings
- All this is “flooded” in one campaign.
- Display strategy - weekly budget with a maximum rate of 1 ye
- In most cases, the client went to the main page of the site or to the general section of the equipment catalog.
The ads looked like this.
The audit showed that labor costs for making adjustments to an advertising campaign are comparable to setting up an advertising campaign from scratch.
What was done:
- To effectively manage the entire product catalog was divided into several subcamps.
- For each sub-campaign a list of key phrases was compiled. In addition to high-frequency queries, a wide list of low-frequency ones was added.
- Each phrase / phrase group was composed of a separate announcement
- Added negative keywords
- Go to the ad sent to the page of the site corresponding to the subject of the ad
The ads took the following form:
Results:
- The list of key phrases is extended from 1000 to 1800
- 1650 instead of 20 ads
- CTR has grown
- Excluded impressions of the target audience.
- One-cent (30 kopecks) transitions appeared
- The number of clicks to the advertiser's site increased by 3.2 times
- The average cost of the transition decreased from 6 rubles to 2 rubles.
As a result: within the framework of the same advertising budget, the advertiser began to receive 3.2 times more potential customers to his site.
Conclusions: entrust contextual advertising to the agency or periodically audit the campaign.
PS is the second post on Habrjabr, with the formation of a problem so far
PPS Contextual advertising without commissions
Source: https://habr.com/ru/post/119220/
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