One of the most effective modern ways to promote your business on the Internet is to use contextual advertising. These are specially highlighted ads that the user sees when he enters a search query into the Google, Yandex, and any other search engine. Therefore, the main advantage of such messages is obviously their targeting. A person sees an advertisement on a topic that interests him, which means that he is very likely to visit this target resource. What other advantages does this approach have and how should contextual advertising be set up in Google Adwords so that it brings maximum traffic to the site?
Benefits of contextual advertising
In addition to the exact targeted message, contextual advertising has several undeniable advantages:
- it is noticeable and captures the attention of the user from the first seconds after he receives the search results, so it provides 100% coverage of the target audience;
- it is much more cost effective than print, TV and radio advertising because you only pay for user clicks (transitions) and not for the whole impression, butit means that you minimize the costs for those people who were not interested in your ad;
- such advertising is prompt, it runs during the day and is just as quickly corrected;
- Google has a huge audience, which will certainly increase the number of visits to your site;
- the effectiveness of such placement is easy to track using Google Adwords, the settings 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 (i.e. those users who performed some action other than viewing - put add goods to the cart, have registered, bought something, etc.).
If these benefits convinced you, you can proceed to the first step of creating contextual advertising. In general, all work is conditionally divided into the preparatory stage (selection of keywords and negative keywords, creation of the ad text and visualization for it) and implementation, i.e. placement of Google Adwords ads, setting up, choosing a budget, etc.
Step one - keyword research
To select keywords - those by which the user can find your ad, you need to use a special scheduler. You can find it in your Google Adwords settings. In order to pick up the “keys”, it is not at all necessary to puzzle over how a potential buyer could search for this or that product. It is enough to enter the name and see which variations, according to statistics, are the mostoften of interest to users. For example, the key query “baby goods” is also searched for “baby toys”, “shop for strollers”, “children's world”. The closer the keys are to what you offer, the more likely you are to get your buyer.
Step two - choosing negative keywords
Google Adwords ad setup will also prompt you to specify negative keywords, i.e. those that users should not find your ad for, so that you do not have to pay for inappropriate clicks. They are located 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, “buy children's toys Moscow” does not, so one of your negative keywords will be “Moscow”. As a rule, not only geographical criteria are excluded. It can be an assortment that you do not sell (for example, strollers or children's bicycles), combinations of “with delivery”, “bank transfer” and much more.
Third step - choosing a budget
After the words for the ad are determined and it is composed, you can proceed to the important parameters of its placement. To do this, go to Google Adwords, “Campaigns” setting, “Bids and Budget” tab. Here we will determine the maximum cost per click and the expected number of impressions that will add up to your advertising budget. Here we will choose what we want to pay for - for views, clicks or conversion, and indicate the type of advertising campaign, i.e. where it will bebe displayed - in search or contextual media.
Enter advertisement
It is important that you can change the text and bids per ad at any time. After all, by regularly analyzing statistics, you will determine for yourself what brings you the best results.
A huge benefit to successful ads in terms of CTR is the potential cost reduction from Google. What does this mean? The fact is that it is profitable for Google to place those ads that are in great demand. Therefore, the higher the number of clicks in relation to impressions, the higher your bid, which means the higher the position of the advertising message on the page and the lower its price.
Fourth step - geographical settings
As mentioned above, you can exclude geographic affiliation using negative keywords. However, of course, it is rather difficult to exclude all cities that are not suitable for you. To do this, it is easier to set the region or city in which you will work in the settings, and in the search you will be a priority for users from this area. Of course, if this is a setting in Google Adwords of a franchise company, then it is better to choose a larger territory, for example, the 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 a link to a resource, the ad may contain contact numbers and an address. You can specify multiple qualifications, such as “discounts” or"free shipping". If you have a fairly wide assortment with several product groups, you can specify categories in the ad.
Be sure to set the beginning and end of contextual advertising.
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 it interests the user. It can be an interesting headline or a bright, eye-catching image, or perhaps an interesting offer for the buyer.
If you doubt your own ability to create a quality ad, you might be interested in setting up Google Adwords ads for Justclick. What it is? This is a simple and effective system that helps you create pages for online stores, set up advertising, mailing system, monitor and analyze the effectiveness of campaigns, including those that you will set up in Google Adwords.
