By Erika Morford
How to get more from contextual advertising?
Contextual Advertising (PPC) is a powerful channel for attracting the target audience in eCommerce. It has great potential for “targeting” potential customers.
Contextual Advertising (PPC) is a powerful channel for attracting the target audience in eCommerce. It has great potential for “targeting” potential customers – it takes into account their interests, geography, purchasing power, and many other factors. PPC ads give quick results. Businesses can not wait for the site to reach the organic top, but from the start to increase targeted traffic and convert it into revenue.
How to run a campaign and not drain the budget?
It may seem that contextual advertising is always the shortest path to success. There is a budget for paid traffic – you can count on guaranteed sales. This is not true. Search engine algorithms are not able by default to ensure the full effectiveness of advertising activities. You can spend large amounts on Google Ads, but never wait for potential customers.
Investments in PPC become profitable only when marketing goals are clearly defined and contextual advertising is correctly set up. First, you need to understand which audience you want to attract, on which pages of the site to focus activity, which user actions to count as conversions, and, finally, which search engine to move to. Once you’ve set your goals, you’ll start setting up contextual ads.
The main steps in setting up an advertising campaign
Select the type of PPC advertisement. You need to decide where your ads will be displayed: in the top positions of the search results (search advertising), on other sites that have installed the Google Ads, in the video on YouTube, if you are promoted to Google, etc. The choice of the optimal strategy for advertising promotion depends on brand recognition, competitiveness in the niche, the scale of the business, and other factors.
Analysis of the effectiveness of contextual advertising
Setting up and running PPC is only half the battle. Further success of the advertising campaign depends on how well metrics are tracked and analyzed. Without proper analytics, fine-tuning and optimizing the advertising campaign on the go, you run the risk of getting low returns on invested funds, and in the worst-case scenario, simply to get rid of the budget.