P.P.C. What type of contextual advertising is suitable for solving your problems?

Benefits of a Google Video Campaign

Works since launch. Search campaigns start working the moment you launch them. Immediately after the launch, your ads are shown to interested users, users click on your ads and become buyers.

Fast result. Asking yourself which is better - contextual advertising or SEO, is not entirely correct: these are different jobs, and they sometimes have radically different principles. If you need sales “yesterday”, then you need to launch advertising campaigns.

The speed of the result is one of the critical differences between CA and SEO: if search engine optimization involves a delayed result, then from CA ads you get visits, calls and sales immediately. In order to please the search engines, the site needs not only relevant content, but also the elimination of technical errors, improving usability, creating an authoritative link profile, developing high behavioral indicators, and so on - all this takes time to do.

Of course, there are special requirements for CA ads, and developing campaigns also requires knowledge and effort to set them up competently and effectively (otherwise the money will simply fly into the pipe), but launching a campaign is faster than making the site comprehensively attractive to search engines.

Transparency and clarity of payment. You always know what you pay for (for traffic, for clicks, for impressions), and the payments are absolutely transparent. You know the rate, you know the cost per click, you choose the traffic you want to receive from the ad, and you allocate the amount for the advertising budget.

Efficiency mark. The Google AdWords advertising system has detailed statistics for all campaigns, as well as the Google Analytics system, which allows you to analyze the results of campaigns up to the user's request and the site from which the product or service was purchased. For example, if the goal of the campaign is "Call" (the user who clicked on the ad should call you), then the analytics will show how many such targeted visits were made (or how many users called the number indicated on the site):

Tracking Campaign Goals in Google Analytics

You can evaluate the effectiveness of campaigns not only by economic, but also by behavioral indicators - for example, CTR, thanks to which you can understand which ads users like the most and from which advertising platforms they most often go to your site.

Wide coverage. Contextual advertising is advertising for a determined and interested audience, which, it would seem, should reduce coverage, but due to the versatility of the sites where ads are placed (Google Display Network), you can attract users not only from search results.

Target audience selection. As an advertiser, you yourself determine who and where to show ads. There are a lot of filters in the CA setup and management systems that help to bring the target audience closer to 100%. For example, you can always indicate the city where the user should be from, his age, the language in which the request is entered, and even the type of device.

There are also cons

Relatively expensive. In the search network, the first 4 positions are occupied by contextual advertising, then comes organic search results (shareware). The block with contextual advertising has the highest percentage of clickability, since it is higher and most attractive to the user (ads with extensions - descriptions for quick links can be shown in the 1st position, and soon there will be stencils in which will be shown ads with pictures, prices, etc.).

But high rates cost a pretty penny: you have to pay for each click, and in some highly competitive topics, the cost of a click is very high.

Difficult to set up and need regular maintenance. Yes, campaigns can be set up and run by one person - a contextual advertising specialist, and he does not need programmers, optimizers and copywriters. But this does not mean that setting up the CA is easy. Because working on an advertising campaign includes:

1. developing a strategy (how to distribute requests among campaigns, how many and what campaigns will be, create a display schedule);
2. collecting a semantic core, grouping requests and selecting negative keywords to cut off inappropriate traffic;
3. writing selling headlines and texts, affixing utm-tags, clarifications, etc.;
4. uploading campaigns to your account and setting up, adding bid adjustments;
5. campaign management (analysis of campaign statistics, daily bid adjustments, adding negative keywords, removing ineffective phrases from campaigns, adding new phrases, deleting ineffective sites).

High competition in some areas. There are a number of topics where there are much more competitors than in others (for example, accounting and legal services, flower business). Moreover, add the fact that the CPC is formed according to the results of the auction and the first position is occupied by an ad, for which the advertiser pays the maximum bid for a click. Therefore, a lot of competitors means not only extremely high requirements for the quality and relevance of ads, but also high bids and CPCs.

Short term. This is the payoff for instant launch and quick results. As soon as the button is turned off, as soon as the budget runs out, the campaign stops working.

For such a tool as contextual advertising, the advantages and disadvantages are equally important, since even one plus may be enough to agree to the maintenance, and one minus to refuse and order SEO in return.

Contextual advertising will be useful in almost every area of ​​business and services. If you are selling something, you know exactly how potential customers can search for your product or service - then you can use Pay Per Click advertising as an effective tool to increase sales

What influences the position of each particular advertisement?

In fact, customers are interested in this: does the creativity, competence and expertise of a contextual advertising specialist affect the position? After all, the higher the ad is shown, the greater the chance that it will go to the site.

Depending on the competition in the niche, Google allocates for context from 1 to 4 places at the beginning of the search results page and from 1 to 3 at its end. The position of your ad is determined by a number of factors that are taken into account when setting up an advertising campaign. The most important of them are the relevance and attractiveness of the ad to the user and the search query, higher cost per click than competitors, and the quality of the page where the ad leads to: ad-relevant content, whether the landing page is optimized, page loading speed, etc.

Here are a few factors that affect your ad's position in the SERPs:

Search system

Google talks about six factors influencing ad rank:

• the cost per click that you are willing to pay for an impression for this query
• ad quality
• landing page quality
• ad rating
• competition that exists in the auction for a given query
• search and display conditions
• choice of used extensions and ad format

The skill and experience of a contextual advertising specialist affects:

• price of one visit to the site
• the number of received transitions from the search engine to the site
• the quality of the audience that comes to the site from the search engine
• number of sales from the site
• cost per sale

Landing page quality affects:

• the cost of one transition to such a page from a search engine
• the number of sales on this page you can get a checklist of what should be on your landing page here

Not obvious: the search engine optimization of a landing page affects the effectiveness of your advertising channels, since Google takes this parameter into account when assessing the quality of landing pages. You can see what you need to pay attention to when optimizing here.