5 tips for improving your contextual advertising skills
By investing a certain budget in launching contextual advertising and having already obtained the desired number of leads, marketers and directors begin to analyze the results of the work done. Often during such an analysis, the number of “poor-quality leads” that you have received with the desired customers is revealed. It turns out that only a few of them are converted into real customers. And most likely you are here thinking about how to make your investments more effective.
Useful tips for your contextual advertising
Tip #1: Set up analytics
Yes, we will be Captain Evidence, but we will repeat for the nth time – you can’t manage what can’t be measured. The marketer needs specific indicators and real figures. This data will allow you to determine which campaigns and which sites the LIDs came from, what devices they used, and so on. One of the best ways to track – using of the UTM-labels.
Tip #2: Segment your campaigns
Many companies make the mistake of focusing on creating campaigns or ad groups for each product or service that they have. They forget to look deeper – dividing their target audience into groups and subgroups. And this despite the fact that only the lazy one does not talk about the necessity of segmentation!
Divide your offers into as many groups as possible. For example, you provide web design services. You can separate the campaigns as follows:
- By category: development of sites for E-commerce, website development, development of adaptive sites, etc.
- According to the characteristics: development of sites on WordPress, development of sites on Magento, PHP development, etc.
- On the advantages: the development of highly loaded sites, Agile-development, the development of corporate projects, etc.
- By industry: the creation of sites for real estate, websites for restaurants, the development of medical sites, etc.
- By geography: creation of sites in different cities.
Once you have selected the segments you need, you can set up the campaigns you need:
- With keywords relevant only for this segment.
- With unique ads and texts for this segment.
- With landing page and content adapted for this segment.
Setting up a campaign in this way allows you to focus your efforts on improving the quality and increasing the conversion rate.
Tip #3: Target relevant keywords
The keywords are at the heart of every search campaign and you will have to work hard on selecting keywords to determine which ones work best for your business. The first step is to determine the most accurate and relevant keywords. Segment the campaigns according to the principle described in the previous section and select keywords for each segment. If you want to attract the potential customers, you should search for interesting keywords and be creative. Based on the search volume, you can also think about further segmentation of the campaign in order to achieve narrower targeting. The more customized your campaigns are, including keywords, ads, and landing pages, the better will be the results.
Tip #4: Delete irrelevant keywords
Correctly selected keywords will bring you good, quality leads. To avoid unwanted clicks, be sure to use minus keywords. Examine the list of requests for which your ads are found, and choose from them those that do not belong to your topic. Add these keywords to the list of minus keywords, after which Google will stop showing your ads for these queries. Thus, you truncate a potential audience, but save the budget by paying only for needed clicks. If you find keywords that mostly lead to substandard leads – add them to the list of minus keywords without any doubts.
Tip #5: Make your pages mobile-friendly
Regularly review in Google Analytics a report on the types of devices, which visitors use to come to your site and be sure to consider the number of conversions / transactions they make. If the mobile leads are not converted – it may be worth stopping the campaign on mobile devices or reducing bids, so that computers and tablets receive the bulk of the traffic, etc. Although this may be a signal that you need to work on optimizing the mobile version of the site, and then you will get even more conversions. Think it over, do not rush to cut advertising budgets.