5 tips for specialists in contextual advertising
Main steps that will make your work better
Tip #1. Use the “Search Queries” report
Pay attention to the search terms report to find out what keywords users are using to find you. You can find new minus words. Advertisers who do not use this report will be shocked when they find out what ridiculous requests their ads are showing. By adding new negative keywords from this report, you can save money from clicks that are not converted.
You can also find new keywords relevant to you that are broadly matched in the search report. For example, you can select keywords with mistakes, that users enter to find you. Then create an additional ad group with the same keywords with errors, create keywords for these keywords and run your ads.
Tip #2. Focus on relevance
When composing an advertisement, try to answer the user’s question as accurately as possible. You need to achieve relevance between the keywords, the ad and the landing page. Focus on the indicator that identifies relevance, the quality score.
Improving CTR, as a rule, leads to increasing in the quality score, which is a sign that your ad is relevant to the user’s request. If your CTR and Quality Score are low, ask yourself if your keywords, ads and landing page are relevant to the user’s request. Do they answer the question of the potential buyer/customer of the service?
Tip #3. Collect enough data for analysis
When launching an advertising campaign, we recommend placing an inflated bid to immediately get 1-2 positions above the results of organic (SEO) issuance. This step will allow you to get a lot of clicks for analysis, a good CTR, and as a result, a high quality score, which after the first week will cause a decrease in the cost per click. Of course, in the case when your keywords are matched correctly and the ads are compiled competently. Track conversions, keep tracking the cost per conversion and the cost of all conversions. Adjust the bid level so that you get an acceptable cost-per-conversion, which is approximately 50% of cost-per-acquisition. Optimize your ads to increase your conversion rate. If you work in a narrow niche, the collection of statistical data can take a long time, especially if there is a small number of requests for your keywords.
Tip #4. Segmentation to the maximum
Segment the topics as much as possible. If you, for example, sell bakery products, do not add all the keywords in each topic to one group. Create separate ad groups for different types of cookies. “Sugar Cookies”, “Chocolate Cookies”, “Oatmeal Cookies” – all in different groups, in each group – their relevant keywords and ads. We recommend creating separate campaigns for each topic, which will allow you to add to the extension relevant additional links of your site for ads. In accordance with the campaign theme, we recommend to add special thematic keywords such as: [thematic] + [clothes].
For example, in a Halloween campaign, you can create separate ad groups with “Halloween clothes,” “Halloween costumes,” “unusual Halloween clothes,” etc. This allows you to increase the CTR significantly.
Tip #5. Comment on what is happening in your account
Using comments in Google Analytics can help monitor your actions, identify which one has led to a growth or failure in organic issuance. Similarly, you can do in the Google AdWords: to keep track of what changes have led to improved performance, and which ones have badly affected your advertising.
Use the comment feature in the Google AdWords Editor to take notes on what you did. We recommend writing a date, describing the current state of affairs, fixing the CTR, other important indicators and, of course, the actions / changes you made. This will help you conduct your activity in contextual advertising in an organized manner and immediately analyze the effectiveness of your work.
And one more multipurpose advice: read useful information and spend your budget wisely.