Conditionally, the context can be divided into search and advertising in networks. But the sphere is developing, growing, offering more and more new formats and options. Here's what you can use in Google Ads today:
We see it in the search results in search engines. These are the hottest customers. Search advertising responds to a specific user request exactly at the moment when it is relevant.
Features of search advertising:
Such ads are displayed on websites, in mobile applications and on other resources included in the partner network of advertising systems. They are perceived as additional information to the content of the pages that a person is viewing. It no longer works for specific requests. However, the user who sees it:
With this format, we are targeting those users who have showed interest in what we advertise. Such advertising works perfectly with goods and services of deferred demand.
Google Display Network includes more than 2 million websites and applications like YouTube and Gmail. This format covers more than 90% of Internet users.
Types of targeting in Google Display Network:
We discuss what results you want to get (for example, an increase in sales from the site). Next, we will recommend the criteria by which these results can be analyzed (KPIs).
Most often, we take business-valuable actions (conversions) for indicators that users can perform through the site: a callback request, making an application, a call, adding an item to the cart, subscribing to news, etc.
Sphere and competitorsWe delve into the specifics of your business model and market niche in order to identify the target audience and choose the appropriate channels of influence.
WebsiteWe are not only attracting target users to the site. After all, in sales, it's also a matter of the site. It has to sell! Convenience, selling triggers, feedback and application forms. All that affect the volume of sales. We study the client's website and provide a basic audit with recommendations to increase the conversion rate of the resource.
Website promotion historyIf contextual advertising for the project has already been conducted, then, based on data on previous campaigns, we set up accurate targeting taking into account previous errors. As a result, this saves your time and money during the test period.
BudgetsWhen the budget is already set, we will look for optimal settings that will allow you to convert as many users as possible in your cost range. We recommend a cost budget based on the KPIs you would like to achieve. Market analysis allows you to predict optimal budgets.
For the analysis of indicators, as well as the correct operation of the collection of retargeting audiences, we will install analytics tags for your project. Then we will create the necessary views, filters, channel groups, tracking goals (conversions), setting up audiences for remarketing.
We will synchronize your Google Apps and Google Analytics accounts so that conversions and audiences are imported correctly.
We also configure Google Analytics, Google Tag Manager and call tracking services (if it’s required).
Daily monitoring and adjustment for the assigned tasksIt is extremely important to monitor the progress of your campaign on a daily basis. How keywords work, how requests are received, whether bids need to be adjusted depending on competition, where the points of growth of the quality indicator are. This is carried out for each client on a daily basis.
Daily/weekly/monthly analysis of the results and optimizationWe never stop the process of optimizing advertising campaigns. With a certain frequency our specialist analyzes the current results using data analytics tools and, if necessary, makes changes to the campaign.