Adwords Google: setting up contextual advertising

One of the most effective modern ways to promote your business on the Internet is the use of contextual advertising. These are specially marked ads that the user sees when he enters a search query into the Google line, "Yandex" and any other search engine. Therefore, the main advantage of such messages is their targeting. A person sees an advertisement on an interesting topic, which means that it is very likely to visit this target resource. What are the advantages of this approach and how should the contextual advertising in Google Adwords be set up so that it brings the maximum attendance to the site?

Advantages of contextual advertising

In addition to the exact address message, contextual advertising has several undeniable advantages:

• It is noticeable and captures the user's attention from the first seconds after it receives search results, so it 100% ensures coverage of the target audience;
• It is much more economical than printed, TV and radio advertising, because you only pay for clicks (transitions) of users, and not for the whole show, which means you minimize the costs for those people who were not interested in your ad;
• Such advertising is operative, it is launched during the day and is also quickly adjusted;
• Google has a huge audience, which, of course, will increase the number of visits to your site;
• The effectiveness of this placement can be easily tracked with the help of Google Adwords , the configuration of which will be presented below.

As for this particular search engine, in Google you can even choose what you would like to pay for - views, clicks or conversion (i.e., those users who have performed some action other than viewing - put the goods in the basket, passed Registration, bought something, etc.).

If these benefits have convinced you, you can start the first step in creating contextual advertising. In general, all work is conditionally divided into the preparatory stage (selection of key and negative keywords, creation of the text of the announcement and visualization to it) and implementation, i.e. placement of Adwords Google ads, setting up, choosing the budget, etc.

Step One - Keyword Selection

To find keywords - those for which the user can find your ad, you need to use a special scheduler. You can find it in the settings of Google Adwords. In order to pick up the "keys", it is not necessary to puzzle over how a potential buyer could search for a particular product. It is enough to enter a name and see what variations, according to statistics, are most often interested in users. For example, for the key query "children's products" are also looking for "children's toys", "stroller's shop," "children's world." The closer the keys are to what you offer, the more likely you are to get your buyer.

Step two - selection of negative keywords

Setting up advertising in Google Adwords will also suggest that you specify negative keywords, that is, those for which users do not need to find your ad, so you do not have to pay for non-targeted conversions. They are on the same principle as the key. For example, if you have a children's goods store in Kemerovo, the query "children's toys" suits you, "children's toys to buy Moscow" - no, so one of your negative words will be "Moscow". As a rule, not only geographical criteria are excluded. This can be an assortment that you do not trade (for example, strollers or children's bicycles), combinations "with delivery", "cashless settlement" and much more.

Step Three - Choose a Budget

Once the words for the ad are defined and it is composed, you can go to the important parameters of its placement. To do this, go to Google Adwords, the "Campaigns" setting, the "Bids and Budget" tab. Here, we'll determine the maximum cost-per-click (CPC) and the expected number of impressions that will generate your advertising budget. Here we will choose what we want to pay for - views, clicks or conversions, and we'll specify the type of advertising campaign, i.e., where it will be displayed - in the search or the contextual-media environment.

Introducing an ad

It is important that at any time you can change the text and bids for the ad. After all, regularly analyzing the statistics, you will determine for yourself what works best for you.

A huge advantage for successful ads in terms of CTR is the possible cost reduction on the part of Google. What does this mean? The fact is that "Google" is profitable to post those ads that are in high demand. Therefore, the higher the number of conversions in relation to impressions, the higher your bid, and therefore the higher the position of the advertisement on the page and below its price.

Step Four - Geographic Settings

As mentioned above, you can exclude geographic location by using negative keywords. However, of course, to exclude all the cities that are not suitable for you, is quite difficult. To do this, it is easier to set up the region or city in which you are to work in the settings, and in search you will be in priority among users from this area. Of course, if this setting is in the Google Adwords franchise company, it is better to choose a more extensive territory, for example the CIS countries, especially if you have many branches and representative offices.

Other settings

So, what else does Google Adwords offer? Tuning has another interesting feature. In addition to the link to the resource, the ad can contain contact phones, address. You can specify a few refinements, for example "discounts" or "free shipping". If you have a fairly wide range with several product groups, you can specify categories in the ad.

Be sure to set the beginning and end of the contextual advertising displays.

Of course, a special place is occupied by the advertisement itself, since the success of the advertising campaign in many respects depends on how it presents the resource and how interested the user is. It can be an interesting title or a bright, eye-catching image, and perhaps an interesting proposal for the buyer.

If you doubt your own abilities, that you can create a high-quality ad, you may be interested in setting up advertising in Google Adwords for Justclick. What it is? This is a simple and effective system that helps you create pages for online stores, customize advertising, mailing system, monitor and analyze the effectiveness of campaigns, including those that you will customize in Google Adwords.