In contextual advertising, various myths are often encountered, which are believed not only by business owners and newcomers, but also often by experienced professionals.
To disassemble typical misconceptions, the edition SEOnews and online advertising automation service eLama launch a joint special project “Myths in contextual advertising”.
Every week, the leading paid traffic specialist eLama Nikita Kravchenko will tell you what to believe when launching campaigns so that you can better understand the nuances of Yandex.Direct and Google Ads and increase the effectiveness of your advertising.
So let’s go! Today we’ll tell you if it’s true that you need to start advertising in Yandex.Direct and Google Ads with Search.
See the first lesson. Below you will find a text transcript of the video.
Myth: you need to start advertising on Yandex.Direct and Google Ads with Search.
Advertising in Search looks like this: a user goes to Yandex or Google, enters a specific search query, and in response to this query, they can see search advertisements.
The main advantages of search advertising
- These ads are shown only for specific search queries, so they can give great results.
- The advertiser decides for himself which requests to show the ad, and for which – not. He himself selects a semantic map – those key phrases for which he wants to show ads; negative keywords that will not show your ad in search queries.
- Payment is made only for clicks or conversions (the second option is available in Yandex.Direct).
All together, it gives a fairly good result, since ads are shown only to those who are interested, and payment is charged for traffic that comes to the site, or conversion.
Thus, it is necessary to use search advertising, but it is still recommended to start with another one.
Where to start advertising
- Before starting an advertising campaign, you need to set up web analytics (Yandex.Metrica, Google Analytics, pixels of various social networks). This is done in order to further analyze the effectiveness of all advertising campaigns. If you do not analyze something, do not see some data, then it means that you do not control it.
You cannot start an advertisement by launching a search advertisement, you must first set up all web analytics.
- Then you need to set up tracking of all conversions, all methods of lead generation. The advertiser brings users to the site so that they perform some targeted actions. To understand who exactly is taking action and where these users are coming from, you need to set up conversion tracking. If you have a calling topic, you need to use call tracking.
- After that, you should set up your retargeting and remarketing audience. These are special audiences that allow you to target those who have already visited the site. They make it possible to show special ad creatives to those who came to the site but did not convert. Retargeting and remarketing really add value to your project.
If web analytics counters were previously installed on the site, traffic came to the site, for example, from organic Yandex or Google (not from advertising), data about visitors was already collected, then the first thing to run is NOT search advertising.
If there is accumulated data on the site, you need to launch remarketing and retargeting.
Advertising should be aimed at those who have previously visited the site, but did not complete the targeted action. You need to catch up with this audience, make a second offer, maybe even a special offer, and motivate them to make a conversion on the site.
After retargeting and remarketing have been worked out and conversion data have been accumulated, you can launch advertising campaigns in Search. Algorithms will be able to optimize better on the accumulated data than starting from scratch.
If there was no data, traffic to the site never went, you need to set up conversion tracking, web analytics and launch search advertising campaigns for the maximum target semantics.
Other videos of the special project “Myths in contextual advertising”