Contextual advertising is a powerful tool that allows advertisers to instantly attract the attention of the target audience and achieve measurable results.
However, to maximize profitability, you need to do special lead more than just launch campaigns. Contextual Advertising Strategy you need to build them around a carefully thought-out strategy.
Who needs an advertising campaign strategy?
Strategy is key when a company is customer-focused. This means that the business engages people with specific problems or needs and offers them solutions that can be implemented with the resources available.
Advertising strategy is necessary for companies that operate in a competitive environment and fight for customers’ attention. These may include:
- clothing and footwear sellers;
- manufacturers of household appliances and electronics;
- cafes and restaurants;
- hotels, etc.
Contextual advertising will be needed by information obligation for online advertising agencies and even freelancers if they have original business proposals.
But if the company is a monopolist, it is enough to have a well-optimized website and use branded queries with minimal bids in search engines. We are talking about large brands and systemically important industries, such as Russian Railways, Lukoil, Gazprom.
Effective strategies in advertising Yandex and Google
Contextual advertising plays a significant role in performance marketing because it allows ads to be shown to users who are already interested in a product or service. This makes advertising more effective because the likelihood of conversions increases and the cost of attracting new customers decreases.
Thanks to real-time operation, contextual advertising can quickly adapt to changes, and the correct targeting and keyword settings help to reach the desired audience as accurately as possible.
The effectiveness of performance marketing largely depends on the accuracy and speed with which users ready to act are found. Contextual advertising, focusing on audience behavior and relevant data. Contextual Advertising Strategy allows you to improve campaign performance and ensure a higher ROI (return on investment).
Advertising Strategy: How to Choose the Right One
A strategy is a set of parameters that help solve the mobile numbers problems of an advertising campaign, whether it is attracting traffic, increasing profitability or other goals.
The setting can be manual or automatic.
It is important to remember that each advertising campaign can only have one strategy for all ads.
Let’s take the choice of strategy for example
- Set a goal: traffic generation, sales growth, brand awareness, etc.
- Define your target audience (TA). This will help you set up the right keywords and display parameters.
- Set your budget: how much you are willing to spend on advertising and per click.
- Select keywords: choose them using Yandex Direct tools.
- Create an ad that is catchy, informative, and has a call to action.
- Set up targeting: select geography, display time and other parameters for precise target audience coverage.
- Select a bidding strategy, such as Maximize Conversions or Optimize Clicks.
- Launch your campaign: make sure all settings are correct.
- Monitor and optimize: Results need to be analyzed and adjusted if necessary, but not more often than once every 1–2 weeks.
- Conduct an analysis: After a campaign is completed, analyze what worked and what didn’t so you can improve the next one.
To make your advertising strategy effective, it is important to choose the right bidding model:
- maximum conversions: automatically selects rates to increase target actions (purchases, applications, etc.);
- maximum clicks: aimed at maximizing traffic within the established budget;
- Conversion optimization for apps: targets in-app actions or number of installs;
- Banner optimization: for maximum clicks per week while staying within budget.
When choosing a contextual advertising strategy. Contextual Advertising Strategy it is important to consider the specifics of your business and its real capabilities.
Let’s use the example of a small online store strategy to illustrate this. In the case of such advertising, you shouldn’t spend money on expensive clicks and get too deep into setting up each ad to increase conversion. It’s better to focus on reducing the cost per click.
Let’s take a store with two employees. They can handle 10-15 orders a day without getting overloaded. With a conversion rate of 1%, you need to get 1000-1500 clicks daily. In this case, it is profitable to target advertising to a wide audience and minimize the cost of clicks.
It is also important to set the maximum cost. To do this, calculate the average profit per client and divide by 100 (with a conversion of 1%). This will be the maximum for paying for clicks. This is how advertising will bring profit.
Although Yandex and Google offer automatic bid management. Contextual Advertising Strategy manual settings often allow you to save your budget and reduce the cost per click, so in most cases it is worth using it.
