Seven simple rules for effective management of contextual advertising budget

For most small businesses, advertising is a major part of the cost of promotion. But since almost everyone uses contextual advertising, prices for its placement are constantly increasing.

Vladimir Fomenko, contextual advertising specialist for Total View media agency, told RBC about seven rules for effective contextual advertising management and cost optimization.

Count the cost of attraction

It is recommended to place ads only on key phrases that current customers enter and avoid ineffective requests.

Good advertising for small businesses pays off at 100%. Do you like that? See a summary of the costs of context and profit. If you spent 100 thousand rubles and received 20 orders, the cost of attracting one person was 5 thousand rubles. If each client brought less than this amount, for example, 4 thousand rubles, then you are working in a minus.

Do not seek first place

If you are not working in “hot” niches (for example: “evacuators” or “on-site tire fitting”), it is senseless to overpay for first places in issuing or for special placement.
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Use indirect queries

The target audience introduces not only direct requests, but also indirect ones. Large teddy bears can be sold on request "how to make peace with a girl," and unique gadgets through "what to give to her husband."

Cut off untargeted audience

Use the Google AdWords Display Network banners, choosing the gender, age, place of residence, and preferences for your target audience.

Turn off impressions in mobile apps. Advertising from mobile applications in most cases is not targeted: the user accidentally clicks on a banner, being, for example, in a free game.

Constantly test the landing pages of the site

For example, the user went to the site on request: "Dry Cleaning at VDNH". On the first screen of the landing page it is written: "Dry cleaning with free delivery throughout Moscow." The user sees a convenient offer, he does not need to take things to dry cleaning, the courier will do it.

Try to think over and prescribe on the site answers to possible customer questions: “How much is it more expensive?”, “How long will it be cleaned?”, “How and with what equipment is the cleaning performed?”, “What documents and guarantees will I receive?” .

Connect multiple sales channels

The more sales channels used, the lower the cost of attracting customers (search engines, social networks, media resources, video channels, etc.).

Some buyers do not immediately place an order, but first they are looking at the goods and leaving. However, later, when they get to the site from a banner or from social networks, they draw up a long-awaited purchase.

Learn from competitors

There are many services with which you can "peep" advertising requests and ads of competitors. For example, in SpyWords, it is enough to enter the address of the competitor's site or a key phrase, and the system will display all the data on the requests.

Personalize advertising

If the user entered in the search for "mobile tire fitting in Krasnogorsk" and on your landing page I saw the heading "Mobile tire fitting. Departure to Krasnogorsk in 30 minutes ", the probability of a call from this page is much higher than with the usual title" Mobile Tire ".

Moreover, Yandex.Direct , and especially Google AdWords, crawls the content of landing pages. When the site uses different headers for requests, the cost per click can be reduced by 1.5 times.

Inform customers

Search engines, such as Yandex, are more likely to increase the issue of company sites that leave their details and other contacts for communication: address, telephone, work schedule. In addition, in this way you increase customer confidence in your resource.