Paid Search Management Services

Contextual advertising allows you to achieve relatively quick results: it is enough to create an advertising campaign, create ads and determine the budget. With the correct configuration, the first requests will not take long to wait.

Advertising professionals take a variety of approaches to setting up campaigns, but there are 7 key steps that must be followed for a successful setup.

1. Product/service analysis

Ideally, product analysis is a detailed study that identifies and evaluates the key characteristics of the product, its cost, availability, quality, and appearance. It is also important to find out what advantages the advertised product has over similar offers of competitors.

Accumulated statistics on the interaction of the site audience with the product is also subject to in-depth study. Particular attention is paid to such key metrics as: viewing depth, bounces, time on site, etc.

2. Niche competition analysis

At this stage of the research, the company's performance is analyzed against its direct competitors (including top ones). The task is to assess the level of competitors' influence on the final prices when setting bids in Google Ads. For this purpose we analyze search results for various product queries, study competitors' websites, their financial indicators, as well as how often and to what extent they are mentioned in the media, social networks and blogs.

At the same time, you can find out what keywords it makes sense to spend a monthly budget on advertising to maximize returns.

3. Website usability analysis

Usability is a characteristic that reflects the degree of convenience and ease of user interaction with the website interface. It depends on how quickly the user can perform the necessary action, for example, to find the desired product, place an order or leave a callback request. And the user-friendliness is taken into account both when visiting the site from a desktop PC and when accessing it from a mobile device.

In the Russian segment of the Internet to analyze the usability of the site most often used Webvisor, a very useful tool from Yandex.

4. Keyword planning

The broader the list of keywords, the more potential customers can be attracted and the more effective the advertising will work. It is not enough to use only obvious keywords such as "buy [product name]". Users can formulate their needs in different ways, and one product can be searched for hundreds of keys.

Keyword selection can be divided into two steps: first collect keywords through Google Keyword Planner, and then create additional key combinations in any of the many keyword combinators on the Internet.

5. Setting up display conditions

The success of contextual advertising is largely determined by the correctness of settings. If the ad is shown to people who are not interested in the product or service, the goals of the advertising campaign will not be achieved.

Display conditions are the criteria that determine where, when and to whom an advertisement will be shown. A competent combination of conditions helps businesses to receive more applications and increase sales without exceeding the advertising budget. At the moment, you can set up the following display conditions in Google Ads: by keywords, by topics, by interests, by interested buyers, by geolocation, by intentions, by placements, by specific devices, by offline data, retargeting and similar audiences.

6. Creating ads

The success of an advertising campaign depends on many factors, and one of them is the quality of creatives. If the ad is composed correctly, it will not only attract the attention of the target audience, but will also save the company's budget for promotion.

It is important to thoroughly study competitors' ads for selected keywords in order to understand what benefits and goodies for customers they use in their creatives to attract attention, and take this into account when creating their unique sales offer.

7. Audit of the current position

Once the keywords are selected, hands are created, and ads are already in full swing, it's time to collect statistics and track target metrics. In fact, after the launch of the advertising campaign, the audit takes 90% of the working time of the project specialist, the remaining 10% is the editing of settings.

To determine the success of an advertising strategy, it is necessary to regularly monitor a number of key parameters, such as cost per action (CPA), conversion rate (CR) and return on investment in contextual advertising (ROI, ROAS).