Why the correction of contextual advertising?
Ordering PPC, or in another way - contextual advertising, for example, in the city of Odessa, you face the need to pay web studios on an ongoing basis. In the first month, contextologists set up an advertising campaign and launch it. In the second and subsequent months there is an adjustment for which the customer pays, not counting the funds for replenishing the search engine budget. The question is that you can constantly adjust and take money for it?
Search engines Google and Yandex have developed powerful automated tools in applications for setting contextual advertising. It would seem - manual labor is not needed. But it was not there. 90% of search engine earnings are built on context. All this automation is designed to spend as much as possible the budget and without a competent optimization good results will not work.
4 steps to optimize PPC in Google Ads
Optimization of the Republic of Kazakhstan (advertising company) is not advisable without the inclusion of conversion. For an experienced contextologist, this will have no difficulty, but for a beginner - a problem with an asterisk. In short, it is necessary to insert tags on the website from Google / Yandex, which will register the target actions of the visitor - order services, subscriptions, purchase of goods.
By setting up a conversion and waiting, for example, a month, you can optimize 4 important advertising components:
- negative words.
Optimization rates. As a tool for analyzing search advertising, you can use "Auction Statistics" in the context of keywords, where the default is 7 columns with data. For a simple analysis, you can take the column “Average Position”. If it is from 1 to 2, then it is rational to lower the rate by 10%. For example, we have a request - contextual advertising Odessa with a rate of 10 UAH per click. Seeing that the average position from 1 to 2, we reduce the rate to 9 UAH per click. This can be continued until we see that the “Average Position” has become more than 2 - after that the rate reduction must be stopped. Such work must be done with all the keys and periodically repeat it.
Query optimization. To do this, they use the popular strategy - they analyze a common high-frequency key with a broad match. Those word forms that have repeatedly brought a conversion are inserted into the account with phrasal and exact match.
Optimize ads. Ideally, for one key request, one ad is created with the mandatory entry of a key in the Title or, at least, in the Discipline. This setting allows you to increase your ad rank and reduce its costs per click. Next, ads with low CTR are analyzed - the ratio of impressions to conversion. In most cases, this is solved by improving the landing page, getting rid of clickfrod, or simply removing it.
Extending negative keywords. Requests that spend a budget and do not lead to conversion are eliminated by constantly replenishing stop words. For example, we want to search for contextual advertising Odessa in a wide query, but without providing that an ad can appear with the word “free”, you can waste your budget. There are a lot of such words and it is impossible to foresee everything, so it is necessary to periodically expand them in order to sift out non-targeted visitors to the site.
Is it possible to correct PPC without experience?
All of the above optimization is only a shadow of the work that is being carried out by professionals so that advertising can produce results. Only an experienced contextologist is able to learn how to minimize costs and maximize profits, so the rationality of paying web studios for maintaining RK is still great. Otherwise, the funds will fill the pockets of search engines alone.
Genesis’s proven approach to advertising on Google and other channels over the years works exclusively to achieve profit for our Clients. To order the calculation of advertising on our formula, call right now:
|Advertising management fee||15% of the budget strong>, but not less than 4000 UAH\month,||10% of the budget strong>, but not less than 10,000 UAH\month,||8% of the budget , but not less than 27,000 UAH\month,|
|Advertising budget||with a budget of up to 45,000 UAH for advertising per month||with a budget from 45001 UAH to 300000 UAH for advertising per month||with a budget of 300001 UAH for advertising per month|
|Promotional gift +2000 UAH
(in account currency)
|Site audit and setting up an
Analytics, Goals and
|Advertising account management|
|Optimization of the list of
|Optimization of banner and
|Optimization of bids and cost-per-click|
|Creation and maintenance
of dynamic campaigns,
|Creation and maintenance of product campaigns|
|Installing the necessary
codes and tools on the
|Creating new campaigns,
searching for new
|Selection of placements in
in the network of Google partners and
and remarketing separately
for each audience
of site availability
|Optimization of target
pages of a site (SEO)
by Google's rules
|Scaling up advertising
to other countries
|Localization of advertising
and messages in the
|Development of a unique
|Partial transition to
payment for the result of
the total of 6 months of advertising
|Launch advertising||Launch advertising||Launch advertising|