Contextual advertising: 3 basic principles

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Setting up contextual advertising on Google ads or in Yandex Direct today is not as difficult as it sounds, but it’s not so simple in terms of budget control. Of course, you can simply create an advertising campaign, set up your region and the most basic queries, which will be very expensive. Perhaps this will bring a significant increase in revenue, but given the costs of such advertising, you can be sure that there will be no profit.

So how do you set up contextual advertising so that it works effectively?

3 basic principles for setting up contextual advertising

  1. Segmentation of the target audience

This is often said, but we do not always correctly understand the meaning of this concept. It generally means one thing – preparing a personalized offer for an audience interested in your product or service.

For example, your company provides educational services in Berlin, but also often holds conferences in other cities. Suppose these cities are Munich, Frankfurt am Main and Dusseldorf. We also understand that launching such an advertisement for Munich means spending a lot of money, as the competition there is the highest. What to do in this case?

Segment your target audience!

In order to minimize costs, it is necessary to understand what other competitors are giving with similar ads for several key requests. It is also necessary to make an approximate list of queries that interest us. Use these services: Google Trends and Yandex Wordstat.

Then you need to create a separate campaign for each city using various key queries. Do not forget that the preferences of the audience from different cities can be different. Also, do not forget that using specific requests with low traffic, you can get more leads than from more common keys. In this case, it all depends on the service / product you are offering in a particular city or region.

The most important thing in such work is to bring the advertising message as close as possible to the requests of your target audience. In this case, you will save both budget and time.

  1. Use the many features of contextual advertising

Very often, advertisers generate an advertising message in one line, without using many of the functions provided by the advertising platform. This is fundamentally wrong, since, in simple terms, a more “massive” ad attracts a potential customer much better and tells him more about your products / services.

Let’s turn to Facebook itself for an example:

Contextual advertising example

Here we can see not only an advertisement written, by the way, very well, but also additional links with advertising messages. Such an announcement immediately raises credibility – even if you do not know that it is from Facebook.

Please remember: using additional links, attaching a phone number and correctly forming a message, you will significantly increase the effectiveness of your advertising.

But how to form an advertising message – you may ask? Here we can give one piece of advice: describe your proposal in theses, telling about your competitive advantages. Facebook marketers on advertising above did just that. Take advantage of this example too!

  1. Budgeting

The term, of course, does not sound very nice, but not everything is as complicated as it might seem. Firstly, search engines will show you the necessary budget, taking into account all the costs before starting the campaign – you only need to control it daily. 

Secondly, if you still think that you need help with money matters, you can contact Google and Yandex support service, who will be happy to help you improve your advertising campaign.

Taking into account all the issues, it is imperative to remember that different key requests in different regions have different prices. But if the segmentation of the target audience was carried out efficiently, then we can assure you – your advertising campaign will definitely achieve its goals!

However, we also understand that very often there is simply no way to spend a lot of time on all the details of setting up contextual advertising. In that case, please write to us. We will be happy to assist you in creating high-quality contextual advertising, the results of which will pleasantly surprise you.

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