PPC-management and contextual advertising setup
Do you need to promote your business online? PPC advertising is one powerful tool. The following will tell you all about this type of promotion.
PPC or pay per click is an advertisement. The payment only goes for clicks with a link to the site. Ads are placed in Google Adwords, Yandex Direct, social networks.
Such ads are good if you need to attract traffic only from interested customers. PPC, if there is a competent directt setup, is shown only to those users who are interested in the product or service from the ad.
The cost depends on a variety of criteria. Of these, the most important ones are the quality of the landing page and the ad itself. If the QS rating (quality score) is high enough, the advertisement appears more often in the search engine’s output, and the lower the click price is. The advertiser gets more traffic and pays less for it.
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The advertiser pays the site a commission for the selected search query. Then the search engine or other platform shows visitors exactly his ad.
PPC ads look different, depending on what placement:
- in search engines as a normal search result. A headline plus a link and 1-2 phrases about the product offered;
- in social networks – in different formats for apps, external sites, communities;
- on affiliate sites – banner ads.
Types of PPC: what is Google / Yandex Direct contextual advertising and targeting?
Here we come to the differences between contextual and targeted promotion. They are similar, but upon close examination we find significant differences.
Contextual advertising responds to a specific query and is divided into 3 types:
- Search. When a visitor enters a query, they get links to relevant resources in the search engine;
- thematic. Posted on resources on the topic. For example, a site with knitting schemes may show ads for needlework and yarn stores;
- behavioral. If a knitting website shows motorcycle ads, it means that the user has recently entered a search query related to bikes.
Setting up Yandex Direct means identifying the right keywords that suit the company and its products.
Targeted advertising searches users for queries. Ads are only shown to users who have certain characteristics that the company wants. Advertisements come in a variety of formats, from text to flash images. Its essence is to show the target audience.
Now Vkontakte is the leader in such advertising, as this network was the first in the CIS to introduce fine-tuning of ads. Targeting also works on Facebook, Odnoklassniki, other social networks.
It works roughly like this: an advertiser sells clothing for young people. He is interested in students, high school students, people under 25-30 living in the businessman’s hometown or abroad, and the like.
Advertising is given after detailed market and target audience research. It should be very well thought out – more so than contextual advertising. Contextual is shown already after the typed search query, that is, the user is definitely interested. In the case of targeting, people don’t necessarily type in queries. They just see the ad – that is, they are less interested.
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Internet promotion: contextual advertising strategies
To use contextual advertising wisely, you need to think about a good strategy. For example, goods and services are advertised slightly differently.
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If the ad sells a product, it is desirable to specify the price, name, terms of purchase. A keyword in the title increases clicks by 25%. The price of the product will reduce clicks by 5%, but will increase conversion by 12% (more visitors will buy the object of advertising).
The 3-click rule must be followed:
- the first click is when you enter a query;
- the second one is when you go to the site;
- The third is the selection and purchase of the product.
Therefore, the link from the ad leads to the advertised object and not to the main page of the resource. That is, for each product you need to make your own contextual ad. If the company sells a very large number of positions, then special services for automatic generation of advertising campaigns are used.
Service businesses can’t do “window dressing” advertising like products – services are always individualized. The following techniques are used:
- verbal markers in the text;
- competitive advantages;
- building off the competition.
In the first case, the ad is composed in such a way that the user immediately understands whether the offer is suitable for him. For example, there is a difference in finding cheap or VIP trips, DSLRs or “soap boxes”.
Tweaking means writing something different in the ad, different from the competition. “Buy a laptop: all offers on one site. Low prices, delivery”. It is possible to write differently: “1 800 models – there is a lot to choose from! Bonus rubles for the whole assortment”.
Competitive advantages – the ad notes what makes the company stand out. “95% of our employees have a college degree” instead of the usual “professional team”.
Online marketing: targeted advertising strategies
In targeting advertising, it’s important to correctly identify who the ad is targeting. There are many models available for this purpose. We will describe some of them below.
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Behavioral models. For example, Facebook lets you customize your ads by various metrics. The specialist notes such categories of users that are of interest to the advertiser. For example, let’s say that in the category “Family Composition” the specialist might mark something in these subcategories: “Children in the Home,” “Empty Nest,” “Grandparents,” “Teenagers,” “Children Not at Home,” “Veterans in the Home,” “Working Woman,” and so on.
Target by life events. Some companies specialize in certain events – wedding photographers, cake bakers for birthdays. Some events are important to almost all businesses: moving to a new home, for example. For example, a specialist can mark in the status “Friends” – friends of newlyweds, friends of the engaged, friends of those who have recently moved in.
Individual classrooms. The brand can reach out to site visitors via social media and show ads, thereby increasing loyalty and orders. Such audiences are created from lists of visitors to a resource or its individual pages. You can even select an audience from users who have completed something in your game or app.
Read also: “Design ux mobile app”
Individual audiences can be extended to similar audiences – of users whose profiles are similar to those of your customers. Audiences can be broadened while making them less similar to the original, or narrowed by choosing the most matching profiles.
Advantages of PPC advertising
Google and Direct Yandex contextual advertising is great if you need to quickly attract potential customers to your site. It’s a versatile and impactful advertisement with the right keywords. Along with accurate customer targeting, there is a wide reach.
Targeted advertising is important if your business is predominantly promoted on social media. You can advertise a product even without a website by linking a link to a page on the web to your ads. Targeting has flexible settings on a very large list of criteria. In many ways, social media advertising involves even narrower targeting of users than contextual advertising.
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