In this article, we will discuss five crucial steps you should take to minimize your expenses on contextual advertising and not lose your customers.
The global crisis has had a noticeable impact on people’s mindset and business operations. Those who have managed to adapt to the online world and successfully establish their sales there are staying afloat. However, even for them, things are not straightforward. There is a general sales decline connected to consumer purchasing power. The primary goal for businesses now is not only survival but also optimizing advertising campaigns to retain customers and reduce losses.
Step #1
Add Negative Keywords
Many people are monitoring the global situation and frequently searching for information related to crises. In various thematic areas, corresponding queries are emerging. However, these queries are not always relevant to your business.
In your advertising campaigns, regularly review query reports. If you find impressions for phrases that are not related to your offering, add them to your list of negative keywords. It’s best to identify these words before they start draining your budget. To do this, examine the primary keywords in your Google Ads advertising platform.
Remember: Timely identification of negative keywords will save your budget!
Step #2
Turn Off Expensive Advertising
Sort the tables in your Google Ads advertising account based on selected metrics to identify costly elements, such as conversion cost or ROI. Set an upper price threshold that you are willing to pay for a customer.
Identify areas where this threshold is exceeded. However, do not rush to turn them off. Go through your ad groups again and opt out of those that exceed your planned limit. When done correctly, your advertising will be profitable.
FADS Recommendations: It’s a mistake to believe that more advertising equals more conversions. If your advertising is not set up correctly and consumes a significant portion of your budget, your product’s profitability decreases, which is not beneficial for your business.
Step #3
Choose to Pay for Conversions or Set Manual Bids
In this situation, it’s better to change your strategy based on your choice. In the Google Ads settings, select either “Target Cost per Conversion” if your advertising campaign already has optimization data. This strategy no longer requires accumulated conversion data and can start immediately.
Alternatively, choose “Manual CPC Bidding,” allowing you to set maximum click prices. The rates for contextual advertising can fluctuate significantly. Analyze your campaigns to ensure that the cost per click does not lead to losses.
Step #4
Rewrite Ad Texts
The main task for successful sales is to care for and be attentive to customers. This is what you should focus on. Consider how your product can be useful and create a unique selling proposition.
This is a winning solution because many people have experienced stress in the current situation. To stay afloat, businesses have completely shifted online. Office workers are trying to maintain productivity while working remotely, and students and schoolchildren are forcing themselves to study from home.
If you want to run unplanned promotions, avoid creating headlines that scream for attention. Instead, focus on convincing customers of the necessity of your product through expressions of care for them.
Step #5
Emphasize Banner Advertising
In the past year, people have increased their time spent online. Your target audience is fully present there. We recommend setting up banner advertising tailored to your target audience and placing it in strategic locations.
To achieve this, tailor your message to engage your target audience’s ego and offer a solution through your product. Ensure that your ads are not displayed alongside content that does not suit your brand.
Also, limit the number of unique ad views per user to reduce banner blindness and engage users with your product.
Remember: With proper targeting settings, your ads will reach your target audience, and the volume of “accidental traffic” will be insignificant.
Let’s summarize how to restructure contextual advertising:
Add negative keywords to your advertising campaigns and regularly update them to avoid irrelevant impressions.
Turn off expensive advertising that exceeds your predetermined budget.
Choose between paying for conversions or setting manual bids.
Rewrite ad texts to emphasize care for your customers and highlight the usefulness of your product during a crisis.
Focus on banner advertising to capture your target audience’s increased online presence.
If you are new to contextual advertising, consider reaching out to the FADS advertising agency. They can help you set up Google Ads correctly.
