Contextual advertising: in search of the ideal client
Contextual advertising can be safely called an ideal solution for an advertising campaign and a way to quickly attract the target audience. If you set up contextual advertising correctly, then the first client will appear very soon.
Key queries and non-target customers
Often, even with the right keywords, you can get non-target customers. The budget is wasted, "exhaust" - 0%. What to do and how to avoid? Set up the filter initially, even at the stage of setting up contextual advertising.
What is the ideal client?
It's simple: firstly, the ideal client can be considered the one who brings you the most profit for a certain period of time spent on it; secondly, it is convenient to work with such a client and he is quite suitable for your offer.
Now let's deal with filters in contextual advertising.
2. The easiest way out is to filter by price
Trying to advertise anything, you will most likely encounter a variety of prices on the network for the same services. For each price category there is a client. So, in order to attract exactly your client, you should not focus on:
- No price.
- Discount or promotional price.
Indicate your price directly in the text. This will weed out those who do not count on your price range.
2. Filter by brand
For example, there is a product that is released under many brands. Your company offers the buyer such a product of only a few brands. By setting up a brand filter, you will mark out those who switch in search of another manufacturer, TM, brand.
3. Filtering by manufacturer's country
The principle is the same: if you sell products of a certain manufacturer (country), by setting a filter by the country of the manufacturer, you cut off non-targeted clicks on your ad.
4. Filtering by metro stations
If, for example, you advertise dental services, then the proximity of the clinic is important for clients of such services. This can become the main criterion for choosing dentistry. Therefore, by setting the filter at the metro station, you will get the most targeted clicks on the ad.
5. Wholesale or retail
It is very important to emphasize, right in the headline and text of the ad, for what type of customers what you offer - wholesale or retail.
6. Maximum specifics
You always want to lure as many customers as possible with calls for discounts, promotions and all sorts of different goodies for customers. All this is good, but it is important to remember that in advertising from Yandex there are even fewer opportunities to control transitions than in search. Accordingly, the risk of receiving an impressive portion of non-targeted transitions is high.
If you know that your offer is intended for a certain circle of people, specify it as much as possible:
- Follow links to pages with additional information.
- Client type (wholesale/retail).
Squeeze all the important information into the ad. For RS in Yandex, this is important.
7. Checking semantics
It is necessary to carry out additional check on semantics. For example, you offer beds at a very low price. In this case, you do not need to advertise for the request "beds to order." This request has a completely different audience. Do you agree?
At the same time, advertise for the queries “cheap beds”, “cheap beds”, etc. there is a point to shops with an extensive catalog of goods. I think that here you will also agree that by "cheap" everyone understands his own.
In order to get the most out of ads, you need to filter traffic. And this can and should be done right in the advertisements. As for working with negative keywords, it should not stop throughout the entire advertising campaign! All this will help you to establish contact with your customers.