Setting up search advertising

In this article I will describe what is quality contextual advertising setup, how it is performed how to recognize it.
Why does the entrepreneur order contextual advertising? You, as a businessman, want transparency in the expenditure of their money. Investing money without any benchmarks, in a month or two you will be disappointed with the process, if you do not immediately hit the "bullseye". But that rarely happens.
Let's understand what you would like to get, ordering contextual advertising
You want applications! Good, specific, when we sell a product or service to the final, solvent customer.
Planning contextual advertising, attracting visitors to the site, we need clear guidelines in rubles. We need to be sure that everything is going according to plan, the parameters and performance of contextual advertising we have normal, or at least we see where to move.

Now about the numbers.

The first figure we need - is how much we are willing to pay for a client in rubles. This figure depends on the net profit from the average sale. Suppose the real profit from one sale is 5000 rubles, and for a client with money you are ready to pay a maximum of 2000 rubles.
The second figure. You have to understand how much money you can lay out to attract one treatment, call. Not every call from contextual advertising will turn into a sale. Let's enter the conversion ratio of calls, for example 0,5 - half of the calls will be wasted, the other half of the callers will make an order. This figure depends on whether you have the right product or service, how competent managers on the phone, how generated the demand for the service or product, etc.
The third figure - it's quality, the conversion of your site. This is a separate big topic. But there are average numbers to guide you. For most sites, the usual conversion rate of 2-3%. This means that every 100 visitors to the site 2 or 3 will order a preliminary call or call themselves. For sites selling pizza or sushi site conversion reaches more than 10%, but we do not count on it, although the conversion depends on the subject. If the specifics of business is that there is nothing to choose from, pay da get, then maybe 10 and 15% ...
Of these three figures are the cost per click, conversion on contextual ads, which we focus on using in the further analysis. It's easy!
In our example, 2000 * 0.5 / 2.5% = 25 rubles. The cost of clicks on contextual advertising should not exceed 25 rubles! 40 clicks on 25 rubles will give us a customer call, 2 calls will give us the sale. Total, as planned, for one sale will be spent no more than 2000 rubles.

To analyze serch advertising, what do I use?

• I analyze the business, the average bill of my client, in order to understand what click prices for contextual advertising are needed. And all the structure in context should be broken down by topics and campaigns. This is necessary for easy management of the budget of different topics.
• Analysis of site conversion. Need to do a number of works on the site that people call, write. Put active elements, forms of application, quick order a call, and so on. All this should be done, roughly speaking, "for the stupid" for the lazy, the tired, etc. So that the contact details, the application form just could not be passed by. But not to overdo it.
• I set up analytics to understand how many requests we have, how we fit into the right parameters.

Having benchmarks, it is easy to understand at what stage there is inefficiency.

First, you just need to make high-quality technical part of the contextual advertising settings. I will not write about the typical settings, this information is enough in the various courses and recommendations Yandex.Direct and Google Adwords, these moments many know and try to show the customer that this is a high-quality contextual advertising. If you dig a little deeper, today 90% of directories, contextual advertising specialists do not keep track of search queries on which clients come, do not control the "quality of traffic. Even in contextual advertising agencies, many experts do not know what they need to look at, where in Yandex.Direct and Google Adwords. Alas, in the market of advertising in Yandex and Google a lot of beginners, who do the setting up almost for free, without any responsibility for their work. As a result, the customer does not understand what is happening, where his money goes.

I have seen cases where the customer sells equipment worth hundreds of thousands of rubles, but plans to spend 5-10 thousand rubles per month on paid advertising. In this case, you can not count on a noticeable promotion of business, even if the contextual advertising is set up qualitatively.

Planning the budget is an important part of the advertising campaign!
"If there is no money - it's better to stay in social networks! ))

Often the site of many is a simple one-page lending, while competitors have decent portals with detailed characteristics of products, the price ruler, a clear explanation of the purchasing process and service. The 90's are over, now the market is saturated with commercial offers. The website visitor is busy enough or lazy enough to read a lot. He opens at the same time a dozen sites, looks only at what catches his interest. This is a question about the conversion of the site. Such a site will not have a 2% conversion rate.

In a small note, I can not explain all my experience in contextual advertising and Internet marketing.
If you are interested in ordering quality contextual advertising, then please contact me!