One of the most effective modern ways to promote your business on the Internet is the use of contextual advertising. These are specially highlighted ads that the user sees when he enters a search query into the line of Google, Yandex, and any other search engine. Therefore, obviously, the main advantage of this kind of messages is their targeting. A person sees an advertisement on a topic of interest to him, which means that he is very likely to visit this target resource. What other advantages does this approach have and how should the contextual advertising be configured in Google Adwords so that it brings maximum traffic to the site?
The benefits of contextual advertising
In addition to the exact address message, contextual advertising has several undeniable advantages:
- it is noticeable and captures the user's attention from the first seconds after it receives the search results, so it provides 100% coverage of the target audience;
- it is much more economical than print, TV and radio advertising, because you pay only for clicks (clicks) of users, and not for the impression as a whole, which means that you minimize the cost of those people who are not interested in your ad;
- such advertising is operational, it is launched during the day and is just as quickly adjusted;
- Google has a huge audience, which will certainly increase the number of visits to your site;
- the effectiveness of such placement is easily tracked using Adwords Google, the tuning of which will be presented below.
As for this particular search engine, in Google you can even choose what you would like to pay for - for views, clicks, or conversion (that is, those users who have performed some action other than viewing - put the product in the basket, go through registration, bought something, etc.).
If these benefits have convinced you, you can begin the first step in creating contextual advertising. In general, all the work is conditionally divided into the preparatory stage (selection of key and negative keywords, creating ad text and visualization for it) and implementation, i.e. placing Google Adwords ads, setting up, choosing a budget, etc.
Step One - Keyword Selection
To select keywords - those by which the user can find your ad, you need to use a special planner. You will find it in the Google Adwords settings. In order to pick up the “keys”, it’s not at all necessary to rack one's brains over how a potential buyer might search for a particular product. It is enough to enter a name and see what variations, according to statistics, are most often of interest to users. For example, for the key query “children's products” they also search for “children's toys”, “stroller shop”, “children's world”. The closer the keys are to what you offer, the more likely you are to get your customer.
Step Two - Selecting Negative Keywords
Setting up ads in Google Adwords will also offer you to specify negative keywords, i.e. those by which users should not find your ad so that you do not have to pay for non-targeted conversions. They are on the same principle as the key ones. For example, if you have a children's goods store in Kemerovo, the query “children's toys” suits you, “children's toys to buy Moscow” - no, so “Moscow” will be one of your negative words. Not only geographical criteria are excluded, as a rule. This can be an assortment that you do not sell (for example, strollers or children's bicycles), combinations “with delivery”, “cashless payments” and much more.
Step Three - Choose a Budget
Once the words for the announcement are defined and compiled, you can move on to important parameters for its placement. To do this, go to Google Adwords, the “Campaigns” setting, the “Bids and Budget” tab. Here we’ll determine the maximum cost-per-click (CPC) and the expected number of impressions that will make up your advertising budget. Here, we’ll select what we want to pay for - for views, clicks or conversions, and indicate the type of advertising campaign, that is, where it will be displayed - in the search or on the display medium.
Enter an ad
It’s important that at any time you can change the text and rates for the ad. After all, regularly analyzing statistics, you will determine for yourself what best brings you results.
A huge advantage for successful ads in terms of CTR is the potential cost reduction by Google. What does this mean? The fact is that it’s profitable for Google to place those ads that are in great demand. Therefore, the greater the number of clicks in relation to impressions, the higher your bid, which means that the position of the advertising message on the page is higher and its price is lower.
Step Four - Geographic Settings
As mentioned above, you can exclude geographic affiliations using negative keywords. However, of course, it is rather difficult to exclude all cities that are not suitable for you. To do this, it’s easier in the settings to set the region or city in which you have to work, and in the search you will be a priority for users from this area. Of course, if this is a setting in a Google Adwords franchise company, then it is better to choose a wider territory, for example, CIS countries, especially if you have many branches and representative offices.
Other settings
So what else does Google Adwords offer ? The setting has another interesting feature. In addition to links to a resource, an ad may contain contact numbers, address. You can specify a few clarifications, such as “discounts” or “free delivery”. If you have a fairly wide range with several groups of products, you can specify the categories in the ad.
Be sure to set the beginning and end of contextual advertising impressions.
Of course, the advertisement itself occupies a separate place, since the success of the advertising campaign as a whole will largely depend on how it presents the resource and how much the user is interested. It can be an interesting headline or a bright, eye-catching image, or perhaps an interesting offer for a buyer.
If you doubt your ability to create a high-quality ad, you might be interested in setting up ads in Google Adwords for Justclick. What it is? This is a simple and effective system that helps you create pages for online stores, set up ads, a mailing system, monitor and analyze the effectiveness of campaigns, including those that you will set up in Google Adwords.