Contextual advertising from Perpetuum Mobile : our approach
Contextual advertising is a convenient tool that gives quick results. Therefore, as a rule, we suggest starting to establish a flow of clients with it. At the same time, we gradually immerse ourselves in the business, study the specifics, give advice on which direction to move, what to improve from a marketing point of view, and, finally, integrate a comprehensive marketing approach.
How do we work with the client?
At first glance, it may seem that contextual advertising is a simple matter. Set it up once — and then just replenish the advertising budget. Unfortunately, this approach is ineffective. We look at the task comprehensively, not only as contextualists, but also as marketers.
Step by step, the work looks like this:
During the initial consultation, we study the product and the goals of contextual advertising, the specifics of the industry and the client, segment consumer groups, build a product matrix, delve into the business, study segments, products, and marginality.
The first month is a test — we establish a flow of clients.
During the second month, we work to ensure that requests are targeted.
From the third month, we work on the average check — so that there are targeted requests of the required volume, profitable parameters, for those services where there is more marginality, for a locomotive product that brings in clients with good checks.
hen we offer other channels that will help increase sales. This could be SEO, email marketing, SMM, building a sales department, developing a strategy.
Even if the initial request is simple — to increase the look at the overseas chinese growth in europe of applications through contextual advertising — we conduct a thorough analysis, build a strategy, offer various marketing tools. We identify and focus the client's attention on the bottlenecks of their business.
In many ways, the success of contextual advertising depends on the quality of the site. If it is inconvenient, uninformative, if it is difficult to find what the user needs, the leads generated leave without making a purchase. Therefore, we always give recommendations on how to improve the site.
If the client has previously set up Yandex Direct, we will request access to the advertising account. To organize the work, it is useful to look at the history, analyze the campaigns carried out, their successes and failures — this will help choose a strategy, predict the results, and provide realistic budget figures. For the most objective and comprehensive assessment, the analysis is carried out by two contextualists, an analyst and a marketer.
But if contextual advertising has not yet been launched or access to the work account has been lost, we create a new advertising campaign ourselves.