Theory of evolution of the media plan, or the development of the target audience
The main driving force behind the evolution of Darwin is natural selection. This principle also applies to the advertising campaign, for the preparation and launch of which, expert selection of placements is used to effectively solve the problems of advertisers ( media planning ). Natural selection is formed after the launch of the advertising campaign and the subsequent analysis of the return on investment.
The tasks of advertisers are different (get 500 orders, bring a new brand to the market, etc.), all of them are solved by delivering an advertising message to the target audience. In contextual advertising, the role of the communicator between the advertiser and the target audience is performed by the systems for placing contextual advertising. If you follow in the direction of reaching the target audience, then the advertising campaign will have two development vectors: sites and type of traffic. In the given scheme of evolution of the media plan, the recommended order of connecting sites (development in breadth) and traffic (development inwards) is fixed. The recommendations take into account: the distribution of search traffic, tips sites, the ratio of the volume of the target audience at the sites, as well as many years of practical experience of the author.
1. Connect the search
1.1. Enumerate queries: by brand, by directions, low-frequency, queries by competitor names, queries with natural geo-targeting, queries with erroneous spelling
1.2. Enumerate high-frequency and indirect requests.
1.3. We connect the virtual business card with contact information
1.4. We enable the display of ads in Yandex.Catalog
We write ads for each keyword (COP) using the COP in the text.
2. Connecting YAN
3. We connect the display by user preferences (in the setting of the RC)
1. Connect Google search and search network
Format ads : text
Brute word forms . Use the keyword tool, site content, list of COP on Direct. Requests are taken in their natural form (the sale of fireworks, not fireworks sale), to reduce the likelihood of failure to show on the 1st page of the issue. Enumerate: units / mn number + frequently used cases. Add negative keywords to the ad group or RC level.
Announcements for the group are written using in the text a keyword from the group with max statistics on impressions-clicks.
2. Connect the content network
2.1. We customize RC with keyword orientation (general, high-frequency, indirect requests).
2.2. We customize the Republic of Kazakhstan with a focus on placements (using the tool for selecting placements).
Format ads : text / graph / video.
Bids : set up content bids.
Announcements : general on a product with indication of competitive advantages (discounts / promotions).
')
1. Connecting navigation resources
We customize the Republic of Kazakhstan for the types of traffic : search engines, bulletin boards and thematic directories.
Keywords : low frequency and competitor names. You can also include more general phrases in the list of requests, if we believe that they will work well in search engines and target audience will follow them. For example, the query "office furniture" must be present in the list, despite the fact that it is high-frequency.
Announcements are as specific as possible, using a keyword and a mandatory submission (for example, “Sale until June 25!”).
Bets 2-5 positions.
2. We connect information resources
Configuring the Republic of Kazakhstan on the types of traffic : thematic sites, blogs and forums, mailing lists.
Keywords : common (maximum of 2 words) and using slang (for example, for sellers and jailbreak iphone services, etc., because potential customers read the question and read the forums and comments).
Ads using catchy turns: “great deals on xxx”. Where “xxx” is not a keyword, but a general subject.
Bets 3-6 positions, but not lower, because on these sources, on average, up to 4-6 ads in the Runner ad unit.
3. We connect behavioral targeting resources
Keywords 1 and 2 of the RK (low frequency + common).
The announcements are intriguing, but it is clear what we are talking about (for example, “Have you seen our interest rates?”).
Minimum rates 1-3 rub.
Methodical material in tabular format for application use here .
List of recommended links
Distribution of search traffic:
- Openstat statistics
- Statistics Liveinternet
To be continued ...
The tasks of advertisers are different (get 500 orders, bring a new brand to the market, etc.), all of them are solved by delivering an advertising message to the target audience. In contextual advertising, the role of the communicator between the advertiser and the target audience is performed by the systems for placing contextual advertising. If you follow in the direction of reaching the target audience, then the advertising campaign will have two development vectors: sites and type of traffic. In the given scheme of evolution of the media plan, the recommended order of connecting sites (development in breadth) and traffic (development inwards) is fixed. The recommendations take into account: the distribution of search traffic, tips sites, the ratio of the volume of the target audience at the sites, as well as many years of practical experience of the author.
Yandex Direct
1. Connect the search
1.1. Enumerate queries: by brand, by directions, low-frequency, queries by competitor names, queries with natural geo-targeting, queries with erroneous spelling
1.2. Enumerate high-frequency and indirect requests.
1.3. We connect the virtual business card with contact information
1.4. We enable the display of ads in Yandex.Catalog
We write ads for each keyword (COP) using the COP in the text.
2. Connecting YAN
3. We connect the display by user preferences (in the setting of the RC)
Google adwords
1. Connect Google search and search network
Format ads : text
Brute word forms . Use the keyword tool, site content, list of COP on Direct. Requests are taken in their natural form (the sale of fireworks, not fireworks sale), to reduce the likelihood of failure to show on the 1st page of the issue. Enumerate: units / mn number + frequently used cases. Add negative keywords to the ad group or RC level.
Announcements for the group are written using in the text a keyword from the group with max statistics on impressions-clicks.
2. Connect the content network
2.1. We customize RC with keyword orientation (general, high-frequency, indirect requests).
2.2. We customize the Republic of Kazakhstan with a focus on placements (using the tool for selecting placements).
Format ads : text / graph / video.
Bids : set up content bids.
Announcements : general on a product with indication of competitive advantages (discounts / promotions).
')
Runner
1. Connecting navigation resources
We customize the Republic of Kazakhstan for the types of traffic : search engines, bulletin boards and thematic directories.
Keywords : low frequency and competitor names. You can also include more general phrases in the list of requests, if we believe that they will work well in search engines and target audience will follow them. For example, the query "office furniture" must be present in the list, despite the fact that it is high-frequency.
Announcements are as specific as possible, using a keyword and a mandatory submission (for example, “Sale until June 25!”).
Bets 2-5 positions.
2. We connect information resources
Configuring the Republic of Kazakhstan on the types of traffic : thematic sites, blogs and forums, mailing lists.
Keywords : common (maximum of 2 words) and using slang (for example, for sellers and jailbreak iphone services, etc., because potential customers read the question and read the forums and comments).
Ads using catchy turns: “great deals on xxx”. Where “xxx” is not a keyword, but a general subject.
Bets 3-6 positions, but not lower, because on these sources, on average, up to 4-6 ads in the Runner ad unit.
3. We connect behavioral targeting resources
Keywords 1 and 2 of the RK (low frequency + common).
The announcements are intriguing, but it is clear what we are talking about (for example, “Have you seen our interest rates?”).
Minimum rates 1-3 rub.
Methodical material in tabular format for application use here .
List of recommended links
Distribution of search traffic:
- Openstat statistics
- Statistics Liveinternet
To be continued ...
Source: https://habr.com/ru/post/95117/
All Articles