Contextual advertising by the WEDEX agency
Setting the context with the help of Google Ads services is a rather complex and time-consuming process. You can face countless pitfalls here. Therefore, entrusting this task to specialists is vital. After all, the better the campaign is set up at the very start, the wider the reach it will have and the less each attracted customer will cost you. Falsely set contextual advertising in Google Ads or Yandex Direct will simply waste the whole budget and will not generate any profit.
Platforms for advertising
The primary platforms for contextual advertising are search engines: Yandex, Google ad management, etc. Each search engine has its own name for the context functionality. For instance, there are Google Ads and Yandex Direct. But their point is the same — each search engine on the search results page before and after the list of sites has unique places (usually from 1 to 4) for posting advertisements. You can always see there that it is an advertisement. Depending on the position, the price for one transition is appointed. Thus, the context is often called PPC or the price per click.
Types of contextual advertising
Moreover, the context with Adwords management services can have different types and places of display. For instance, if an ad is shown on a search page, it is called a search ad. There are also display network ads — advertising shown on the website’s partner platform. It focuses on the ad’s multimedia component rather than text: pictures, animations, videos, sounds, etc. This type of advertising can also be called banner ads. For example, Google labels the websites for displaying such ads as CMS (contextual display network) and Yandex — YAN (Yandex advertising network). Typically, this type of ad is significantly cheaper than showing on search.
Setting up contextual advertising in Google and Yandex
Launching PPC ads consists of several main steps of Google Adwords PPC management:
- Collecting keywords and negative keywords
- Writing ads
- Uploading phrases, texts, pictures, and settings to the service
- Adjusting objectives in CRM or attendance systems (Analytics, Metrica)
- Analysis of campaign performance based on results
- Making adjustments
About each stage
Collecting requests for which it is necessary to show ads is the very first thing to do when launching context within the Google Ads service. It is essential to select them meticulously and carefully since advertising with the wrong phrases may hardly give the desired outcome. Thorough work on the words in which you want to avoid being shown (stop words) is also indispensable. For example, in commerce, views by keywords with such a phrase as “do it yourself,” etc., are pointless.
Writing advertisements is the second but no less easy stage. Each contextual ad platform has its own specific requirements for texts. Thus, it is necessary, observing all these rules, to write such ads so that they can have these features:
- relatable to the user’s request
- reveal the product’s advantages
- showed the company’s benefits
- were readable and interesting to the buyer
- provide information about a product or service
If all the ad writing requirements are met perfectly, they will have a high CTR, or simply put, clickable, which will reduce the transition cost.
The next thing to do within Google PPC management is uploading all advertisements to the service for verification by the system and to continue to set the time and regions of the display, cost per click, etc. At this stage, it is crucial to understand the best ways and time to show ads, for which devices you need to increase the price, for which you need to reduce it, etc. The campaign’s success will be predicated upon the accuracy of these settings.
Linking advertising campaigns and traffic tracking tools of the Adwords campaign management is essential for analysis, reporting, and statistics so that you can monitor the conversion of different advertising sources. Furthermore, you may change or turn off adverts that don’t generate sales but merely bust money. A properly configured analytics system allows you to track money wasters. You can get even more customers without changing the budget if you reduce investments in one type of advertising and increase in another.
That is why the WEDEX agency’s contextual advertising department, which offers Google Adwords services, is divided into two groups — those dealing with setting up contextual advertising and those working with the analytics of existing campaigns.
