Contextual advertising management is a diverse service that starts with preparation, i.e., studying your niche. PPC specialists review your competitors’ websites and their contextual advertising and study available statistics.
This will help you create a unique offer for your potential customers when running contextual advertising. In your ads, on your website, or on your company’s landing page, users will immediately understand why working with you is profitable and reliable.
Setting up and managing contextual advertising on Google is impossible without a media plan. To do this, we prepare and discuss the following issues with the client:
- a list of keywords that will be used in campaigns;
- number and types of advertising campaigns – video, search ads, local, maximum efficiency, and others;
- budget for contextual advertising – for the entire project and for each campaign separately, which depends mainly on competitiveness and the number of keywords, geotargeting;
- contextual advertising goals – we specify specific figures that we commit to achieving through optimization (conversions, profitability, etc.);
- frequency of reports on results during support and options for communication with the business owner and sales department.
When selecting candidates for contextual advertising, the Google system focuses on user queries on the Internet. Therefore, when conducting contextual advertising for each service, product, or group of products, it is necessary to study how people “google” them. In addition to the name, words about price, location, and other details that are important to potential buyers often appear in the search.
PPC specialists use many services, including paid professional ones, to select keywords when setting up and running contextual advertising. This will ensure that your list of keywords is comprehensive, and you can choose the ones that are right for you based on their frequency and competitiveness. After all, the more businesses advertise using a particular keyword, the higher the cost per click will be.
It is important that the same keywords are also on your landing pages, as this increases the relevance of contextual advertising and the website. This, in turn, makes each click on the ad cheaper and increases the chances of it appearing in the top search results.
You can run multiple campaigns simultaneously in Google Ads. This is convenient and beneficial because each campaign allows you to focus on your product and target a specific audience.
There are settings that apply to the entire account, and there are separate settings for each campaign, ad, or ad group. This also simplifies the setup of contextual advertising and makes it flexible.
For example, IP address exclusion lists and negative keywords can be added for the entire project to avoid duplicating information.
Keywords, strategies, bids, and budgets are specified for the desired level — from the ad to the account.
This allows you to adjust spending between campaigns within your account while running contextual advertising. To do this, you need to understand which ads bring you, as a business owner, the most money and orders.
Optimizing your advertising account is inextricably linked to analytical processes. For effective contextual advertising, feedback is tracked at various levels. The Google Ads account reports show data related to your ads and campaigns:
- how many times contextual advertising was displayed;
- for which queries;
- how many users clicked on it;
- at what position the ad appeared in the auction results;
- how much each click cost you.
But this data is not enough for a comprehensive analysis of results and professional management of a Google Ads account. After all, not all clicks are equal from a business perspective. Some users made a purchase on the website, while others left without placing any orders.
To investigate this, PPC specialists use Google Tag Manager and additional analytics systems. This allows them to establish a connection between those who clicked on contextual advertising and the events that occur on the website. That is why, when experienced PPC agents manage an advertising account, the client gets real buyers to their website, not random people.
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New website promotion and 529% increase in ROAS for Line F, a family-owned lighting store.
+1047 sales for an online store with a wide range of electronics, gadgets, and accessories.
Increased the average check to 65770 UAH for an online store specializing in Apple products.
Contextual advertising is a type of online advertising that involves displaying advertisements based on keywords related to a user’s search queries or web page content. These ads are shown to users when they search for relevant topics or browse web pages related to the advertised products or services, thereby increasing the relevance and effectiveness of the advertisement.
- Search advertising is a type of advertising that is displayed in response to user queries in search engines.
- Display advertising is banners and videos that are placed on websites and mobile applications.
- Remarketing is a strategy of reaching out to users who have already interacted with a website or used an application.
- Contextual Display Networks (CMN) are combinations of search and display advertising elements to display ads based on user interests and online behavior.
The cost of contextual advertising depends on many factors, such as keyword competitiveness, geographic reach, and the budget you choose. It is quite a challenge to determine the exact price without analyzing your specific goals and requirements for your advertising campaign. Contact us for a personal consultation and cost calculation.
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