Effective contextual advertising. How to bypass competitors?
So, any contextual ad consists of a title, an ad body and a link to the specified product or service. All three blocks must meet the user’s request.
1 Design the title. What’s relevant?
- Keyword selectionBefore giving a title to an ad, we makeKeyword selectionusing Google AdWords and Yandex.Direct tools. We leave vague word-phrases in the basket, select high-frequency queries and form a title. The number of characters allocated for the title is 33 with spaces. Therefore, a successful title is a short, concise title and, what is necessary, begins with a keyword or phrase. By the way, for reference, the option of using rare queries also takes place. The competition for them is much lower, so the cost of attracting a client will also be low.
- Enhancer words in the basket!It is important not to break the keyword chain with so-called booster words. For example, “creation of high-quality websites in Kharkov.” Here the key phrase is “website creation in Kharkov“, diluted with the intensifier word “quality” and the title sounds, surprisingly, weaker. If you want to emphasize that you create quality sites, do it in the text of the ad.
- Spelling errorsHere’s the thing, it’s better not to be original in spelling and trust the classics. Start all sentences with a capital letter (otherwise the contextual ad will be visually lost against the background of the others), check the spelling (otherwise the ad will look ridiculous and show low click-through rates), try not to overuse the Caps Lock key, except for abbreviations, and avoid words written in a s h i p s t e r s t e n t .
- Setting up geotargetingContextual advertising in search engineswill belgium telegram data show high performance indicators if the title includes a region or city.
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- Don’t ask questions – answer them!Don’t use questions in the title. For example, “Do you want to buy skates?” This is a very ineffective title and causes more irritation than a desire to click on it. Because the user has already entered a query in the search engine and is waiting for an answer, not tediousness on your part.
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2 Advertisement text. Raising the stakes!
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- Ad text and keywordsIt is also important to place keywords in the text, because this is your potential client’s request. Play with the keyword to create the impression of friendly content. Emphasize the usefulness, competitive advantages, and social benefit of your offer.
- GainUse triggers: logical or emotional. In the first case, these can be words like “savings, accounting”, in the second – “warm, safe, health, care”. Add stimulating words “sale, limited series, discounts”.
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- More negative keywords – more salesCompose the ad text in such a way as to exclude the non-target audience. When composing the ad, add negative words that will not lead to a purchase. This could be “instructions, reviews, children’s (if your product is intended for executive list an adult audience), repair (if you do not provide this service)”, and so on.
- We indicate the price – we cut off the non-target audienceThis point can hardly be called one of the main ones, everyone determines its importance for themselves. But as an option to save your budget and the applicant’s time – it is quite possible to be. Here you can specify the minimum cost of the order or delivery. This is especially relevant for wholesale companies.
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- Call to ActionDon’t forget to add calls to michael dulin chief clinical officer for analytics and outcomes research action to your text or headline, such as “low prices! fast delivery! choose! buy! exclusive!” and the like.
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3 Link to landing page
Be sure to test your ad. Link leading tolanding pageshould be relevant. If the path you have indicated leads to the main page, most potential customers will remain in this status.
Resume
Google contextual ads will never lose their relevance precisely because they meet the target queries of users. Use our recommendations for creating effective advertising on the network, be a few steps ahead of your competitors and contextual advertising will become your starting point into the world of big business.