In this article, using the example of a fence manufacturer, we will figure out how to set up contextual and targeted advertising for this type of product.Before contacting us The client accepted orders online, but could not track the effectiveness of traffic channels, and therefore did not understand the effectiveness of advertising campaigns.
First of all, we did a basic goal setup in
analytics systems (Google Analytics email data and Facebook Pixel) using Google Tag Manager in order to understand how many conversions traffic from advertising campaigns brings.
Then we audited the advertising account and identified errors: poorly developed semantic core (only high-frequency keywords were collected), there was a small number of negative words, bid settings were not set.
To fix the situation and get cheaper traffic,
we expanded the semantic core, adding low-frequency keywords. Advantages of low-frequency queries: If we talk about commercial queries, then low-frequency queries are more targeted, they bring in “warmed up” clients who have already decided what they want to buy and come specifically for this.
For example, a person who enters the query “order a fence for a playground” into the search bar is more
likely to perform the target how much is a small business phone system? action than someone who searches for “order a fence”. In contextual advertising, low-frequency queries have a lower cost per click, as a result – a low cost of conversion.
In addition, thanks to the use of low-frequency queries, we received a low degree of intersection of keywords with competitors, which also has a positive effect on the cost of a click.
Before the start of advertising uab directory campaigns, we worked out a list of negative words in order to minimize the number of non-targeted impressions and improve the quality and effectiveness of contextual advertising.The combination of a well-written list of keywords, high-quality ad text and a well-developed list of negative words will allow you to optimize contextual advertising, making it more effective and profitable.
