Ordering a service such as setting up a campaign in GoogleAdwords, Yandex.Yandex.Direct, it’s worth taking the time and at least superficially understand how to check contextual advertising before accepting a performer’s job.
A customer who is able to conduct some kind of audit of contextual advertising:
- It can prompt the contextologist with keywords that the latter can skip without being familiar with the customer’s business in detail.
- And vice versa, it can suggest keywords that are better removed in the negative, although they are targeted, but they are not suitable for the context.
- Can adequately assess the competence of the performer.
In this article, we will talk about how to check contextual advertising, which customers interested in the security of advertising budgets should understand.
Keywords
Let’s say Kolya sells clothes through his online store. He orders the setup of contextual advertising. That’s what Kolya may encounter without understanding contextual advertising:
— Paid transitions on the request “buy a phone”
This is an example of a gross error in setting up the context. Fortunately, now such a mistake is not often found.
— Customization for clothing brands that are not represented in the store
“Looking for D&G? Look at our brand. We are no worse and many times cheaper. Choose a sweater.” Even if the setup for competitors is done in this form, it’s a bad idea. In the context, we give the user an answer to his request. Are there no requests or are you missing them? Better consider another traffic source, but don’t invent a bike.
— Setting up for supposedly targeted requests
These are the subtleties of a niche business and here any contextologist can make a mistake. For example, the query: “Fashionable nail design” is a query that a potential client is looking for who wants to order a nail design service for himself? No, most likely, this is a master who is looking for something new from competitors, which he himself does not do to his clients. The second most common option is looking for a user who wants to look at the picture and use it to make a design for himself. And the third option is yes, a potential client is looking for it.
That’s it, we have listed 3 errors, there are a lot more of them… And you thought: I’ll find a dude with a good portfolio and reviews, I’ll have a cool context. This is not enough.
Negative keywords
These are the words that can be entered together with a business-specific query that make this query not very targeted.
Buy a studio apartment in Kiev is a target request for sellers of apartments in Kiev. To buy a one—room apartment in Kiev in installments is no longer a target if the seller does not have an installment plan. This also includes: mortgage, on credit, in parts, etc.
Here is an interesting example. To buy flowers in pots is a target request for a flower shop, so we do not add “pots” to the minus. Buy flower pots — but this is not a target request and here you need to minus not one word, but a whole sentence in order to advertise on the first request, but not on the second.
Poor elaboration of negative keywords leads to “left” clicks, draining budgets, but most importantly — leads to impressions for unnecessary queries and a decrease in CTR
One.The keyword.One.Advertisement. Laminate and framed!
Yes, we, contextologists, were taught this way, but now this method is not quite correct. Now Google has introduced the status of a “few impressions” and a very small queries is now impossible to fully enter the title and text of ads. Therefore, we have to group.
But we can reassure you — competitors have the same 😉
There are many training courses where the presenter meticulously shows how he takes keywords with a frequency from 1 to 5 and writes a unique ad for each. Let’s be honest, in 1%, well, a maximum of 2%, of cases, low-frequency keys give an adequate result; if you take into account the resources spent on tuning, budgets for the entire low-frequency… We mean that the innovation has not changed anything much. In addition to the amount of work for performers to set up one campaign.
What should I do with this information?
Analytics of keywords, negative keywords, ads — partially, analysis of the effectiveness of contextual advertising. Which will help answer the questions that you will definitely have as a customer: “How to make it better \ cheaper\ faster?”
How to check the contextologist, how to check contextual advertising, how to find out “your” performer by portfolio — we hope we have answered these questions 🙂 Feel free to write comments 😉