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In the article, we'll look at the most popular misconceptions about contextual advertising..

Often, advertisers who don't particularly get into the features of contextual advertising put forward requirements that are either not effective or time-consuming but do not bring positive results.


Myth 1. Ads is not effective in Russia

Perhaps this is the most popular phrase from advertisers in Russia. This is true for some topics – but, often, site owners are too lazy to study these metrics for search engines where they get clicks.

Disadvantages of Ads ads ignoring:

  • loss of users who use Google;
  • high costs for the Direct platform due to high competition, while on Ads the conversion cost is several times lower;
  • technology backlog. In 2017, a huge part of the website visits is made from mobile devices. According to studies, Google search engine is more popular on mobile devices in Russia than Yandex.

Explore metrics or analytics to understand which ad platform is right for you.

Myths РРС

Figure 1 — Search engine report selection

Myths РРС results

Figure 2 — “Search engines” report results

The data is taken from the website of the advertiser, which promotes its services in Moscow. As you can see, Ads avoiding wouldn’t be the most reasonable solution. So, stay away from stereotypes and analyze your site.


Myth No. 2. Each keyword needs 5-10 unique ads

We often faced advertisers’ requirements, which consisted of writing 5-10 variations of unique ads for each keyword. Uniqueness is a good idea, be sure. But this case is suitable for the sale of equipment, auto and hotel advertising because in these topics you indicate technical characteristics or amenities. In other cases, this requirement isn’t relevant. In addition, you need a very large amount of traffic to test all ads and make the right conclusions.

Cons of ignoring this myth:

  • time spent writing a large number of ads for each keyword;
  • inability to quickly optimize the ads, because the Ads system needs much more time to collect data on the effectiveness of each ad. While you don’t have a large data array for each ad – optimization will take place on a level of intuition;
  • inability to quickly edit ads for campaign or account;
  • inability to quickly edit ads without special scripts or data feeds.

Myth No. 3. The more keywords, the better

Those who visit freelance platforms in search of orders are very familiar with this theory. “We have 20 products on our website, but you must collect at least 5 thousand keywords, otherwise, what should we pay for?”

The semantic core will be of impressive size if your products or services are in high demand. But the problem statement is obviously disastrous. The main goal of an advertising campaign is to fulfill the goals that you set for it. The goal may be to increase brand awareness, increase the number of calls, completed forms, completed purchases, but not in the number of keywords in the account.

Cons of ignoring this myth:

  • inappropriate or near-targeted keywords that will take the bulk of the campaign budget to itself;
  • more than half of the keywords will be idle with the status of “Low search volume”;
  • you’ll overpay the specialist for the amount of work, half of which will not bring the proper result;
  • time. The core needs to be collected, clustered. In the process of writing ads, you need to check the correct use of keywords in the headings, as well as the descriptions itself. This is lengthy process. In addition, there is a risk that a specialist who saw such ToR may simply wouldn’t do that.

Блог мифы РРС

Figure 3 – “Low search volume” status

To summarize: “Take with quality, not quantity”.


Myth No. 4. GDN campaigns it’s a waste of money

GDN campaigns have a different philosophy, but this doesn’t mean that they are not effective. Depending on your preferences, GDN campaigns can promote your brand, remind users that they are interested in your products, or advertise a new product that few people know about.

Opportunities you lose without setting up your Display Network campaigns:

  • visitors who haven’t do conversions. Users can leave your website in search of the best deals. So that they do not forget about your site, you should remind them;
  • great outreach. GDN campaigns bring more traffic (compared to search campaigns);
  • users who haven’t searched for you, but who may be interested in your products or services. GDN campaigns target many behavioral factors that are no less effective than search keywords;
  • users of Vkontakte and Youtube. Display campaign banners cover popular social networks where users usually spend a huge amount of time.

Result

GDN campaigns must work in your account when setting up contextual advertising. At the least, the combination of “Search Campaign + GDN remarketing = Must Have”.


Myth No. 5. Even rotation and new ads

For a long time, it was believed that when adding new ads to your account, you should use “Even rotation” to ensure the same percentage of impressions for all ads. This is a blind spot, as auction information is updated daily and the Ads system provides the display of all active ads.


Myth No. 6. DSK is Keywords + Audience

DSK is a new type of campaign in the GDN presented by Ads in 2017, which was supposed to be an analogue of YAN Direct.

There was no official information in the Help about it because this type of GDN campaigns was in beta testing for a long time. When adding keywords to the Display Network campaign, many advertisers chose the subtype “Audiences”, when in fact it was necessary to choose “Content”.

Блог мифы РРС

Figure 4 – Google Ads Help for DSK campaign


Myth No. 7. Manual bidding is always better than automated strategies

Manual bidding is easy to automate using scripts to ensure that your ads show at the position that the advertiser needs. But automatic strategies work to achieve the chosen goal. Depending on the internal algorithms of Ads, the system selects bids that will bring the most clicks, conversions, will contribute to the most frequent winnings in auctions, etc.

You should set up an experiment and evaluate the result 2 weeks after launch to evaluate the work of automatic strategies compared to manual.

Manual bidding is easy to automate using scripts to ensure that your ads show at the position that the advertiser needs. But automatic strategies work to achieve the chosen goal. Depending on the internal algorithms of Ads, the system selects bids that will bring the most clicks, conversions, will contribute to the most frequent winnings in auctions, etc.

You should set up an experiment and evaluate the result 2 weeks after launch to evaluate the work of automatic strategies compared to manual.


Myth No. 8. In “Target CPA” strategy you pay when the conversion is done

Another false opinion often used by inexperienced specialists. This strategy is based on the fact that the system displays ads in such a way as to get more conversions at a given CPA. But you still pay per click.


Myth No. 9. Quality Score and CPC depend on account structure

Another common opinion that “pleases” experts of contextual advertising. Three factors affect your quality score: expected CTR, ad relevance, and landing page quality. The click through rate is affected by the ad rating, which includes your keyword bid + quality score.

Result

The account structure is configured for the convenience of working with campaigns and does not affect the cost of clicks.

Tip. Come to Ads Help more often to see exactly which metrics are important for your campaigns. Https://support.google.com/adwords#topic=3119071 There is also a Google Ads advertiser community where you can watch webinars, read useful content, and also ask a question regarding contextual advertising to Adwords experts https://www.ru.advertisercommunity.com/t5/Google-AdWords/ct-p/Google_AdWords

Блог мифы РРС

Figure 5 – Google Ads Advertiser Community

Work with contextual advertising effective! In the next article, we will provide a case for setting up contextual advertising for services.

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