Working with content optimization is always very difficult. In addition to some established norms and rules, specialists have to look for an individual approach to the resource and its offers. A lot of successful promotion depends on advertising. What is she like?
Advertising
The advertising that is placed on pages in social networks, websites and browsers is called Internet advertising. It has formed its own special character: it is represented by an external banner, block, video, etc., and also leads to the website of the owner of the product or service.
Now a huge number of species are already known that can combine and differ slightly from each other. Contextual advertising is considered the most popular.
The main thing is the content
What is contextual advertising? This is a message that is displayed to the user in accordance with the content, the context of the page. This type works quite selectively. Reflected in accordance with the interests of the visitor. Such ads increase the chance that the user will click on it.
Contextual advertising mainly works due to correctly chosen keywords. It can be search and thematic. The first depends on the user's requests, and the second is the addition of thematic content.
Search Ads
This type can be submitted to search engines. What you see will often depend on your search terms. Search ads are considered the most effective of all because they most accurately reflect the user's desire.
For example, you enter the name of the microphone that you have been dreaming about for a long time into the search box. The search will give results: the first few options are search ads, next to which it says so. It will take you to a website where you can purchase the device.
The advertiser pays for this ad in different ways: by clicks, impressions or keywords.
First appearance
It's hard to deny that the most visited resource at the moment is the search engine. Of course, it depends on the region. For example, in Russia, many use only Yandex, while in the rest of the world the Google search engine is considered more popular.
Search advertising first appeared in 1994. Then one of the search engines began to place banners that were formed depending on user requests. Already in 1998, Yandex began to use this technique.
After a couple of years, Google took search advertising as the basis of the browser. Manyadvertisers began to notice that this model was successful and began to attract their finances to this area.
Feature of the service
It should be understood that search advertising is the basis of permissive marketing, which is opposed to the traditional one. In the first case, a product or service is not imposed on the user, but is involved in the study of goods. In this way, it is easy to win the trust of the visitor by offering him relevant advertising.
Traditional marketing is much more aggressive. He imposes the product on the consumer and makes him distract from why he came to this or that resource. Sometimes this option is effective, but often still annoying.
What is this type of ad for?
Well, in this case, the question may seem too simple. Like any other advertisement, this one is aimed at increasing sales. But it still has special tasks that, one way or another, contextual search advertising performs:
- sales;
- demand;
- branding.
Because this type of offer works directly with the visitor, it deals with sales promotion. As mentioned earlier, a lot still depends on the relevance of the query. The user is looking for, and such advertising immediately helps him find the desired product. In addition, it is clear that since a visitor is trying to find something, they are more likely to be ready to purchase it.
Thanks to advertising in search engines, you cantry to generate demand. Collecting analytics, specialists understand their audience and are ready to work with it. Thanks to targeting, you can start creating demand before the release of new products.
Finally, such advertising forms stable associations in the minds of users. This is how a niche brand works.
Advertising work
A resource can deal with any advertising, but for this you will have to figure out how to connect it a little. Services are responsible for working with it, which depend on which search engine you are moving in.
For example, Google developed the Adwords resource for this, and Yandex - Direct. Both services are slightly different from each other, but have a common goal - relevance. It is very important that the requests of visitors coincide with what you offer them. But before you start working with online search advertising, experts recommend collecting information.
First, you have to define the portrait of the target audience (target audience). Usually, specialists work immediately on the formation of five images of buyers of a particular resource. To do this, you need to analyze who visits your site: age, location, interests, etc.
Next, you need to decide on the goods or services that you will promote. It all depends on the resource and its concept. After that, you need to work with keywords that best describe a particular product. You can use third-party tools or decide on your own which keywords you will promote.
Next, create an advertisement. Sometimes it can be the simplest, without any marketing gimmicks. Almost anyone who works in this field can handle this. If you want to attract and entertain a visitor, then you have to turn to a good copywriter who knows how to work with advertising.
The next step is to use the above resources to create a campaign and run it. To do this, you need to replenish your account. You should be prepared for the fact that the first time it is unlikely that you will be able to launch the most effective advertising. Most likely, something will have to be changed in the process, while analyzing user behavior.
Working with Google
Promoting search ads on Google is a time-consuming process. As practice shows, this method is the most effective, since there are the largest number of users of this search engine.
The peculiarity is that ads are shown not only on PC, but also on other devices. In the settings you can specify very precise parameters. For example, you can show a product for owners of Apple devices or for residents of Moscow. Everything will depend on your goals.
Advertising on the search network will be displayed depending on three factors, so experts recommend carefully considering them so as not to lose the main thing - relevance.
What should I pay attention to? First you need to decide on the rate. This is the amount you are willing to pay per click on an ad. For example, an ad might work witha few keywords. Each of them can be assigned the same value. If any of them stand out over time, you can up the bid.
It should be understood that the specified rate may be less. For example, if you set 10 rubles per click, and your competitor is 5 rubles, then you will pay 5.01.
Specialists recommend paying attention to the quality of ads. Adwords will eventually rate it on a ten-point scale. This will allow you to analyze the effectiveness of advertising, increasing it depending on the performance of the resource.
Google also allows you to use advanced ad format. It is recommended to use it, because in this way the visitor receives more information about you, and, accordingly, the chance of sales increases. Be sure to include your phone number, address, link to a specific size, etc.
Remember that search ads are just a text message, but can be enhanced with graphics, videos, and more.
Conclusions
Search advertising is an effective promotion tool. Such ads appear during search results for a relevant query. Blocks can be at the very top of the issue, as well as placed in the guarantee module.
The finished ad is being moderated, so experts always remind you of three factors that you need to pay attention to: compliance with the norms of the Russian language, the Federal Law "On Advertising" and the internal requirements of services.
