You can often hear complaints that contextual advertising is not profitable, the customer bears the costs, and the result is zero. If this happens, then the problem is not its effectiveness, but incorrect settings. Is it possible to fix the situation on your own? Of course, yes. To understand why the context does not work, it is necessary to conduct an analysis and get answers to a number of questions.
Who is the ad shown to Why context doesn’t
Make sure that your messages are seen by those who might be interested in them. Otherwise, they will not work. To do this, you need to special database analyze which phrases were used to navigate to the site, how relevant the search queries are. It is also worth carefully selecting negative words to filter out random visitors as much as possible.
Is the budget sufficient?
The allocated budget should be sufficient to reach the desired audience. If your available funds are not enough, then try to set up ad display physical products have advantages and disadvantages at a time when conversions are at their highest. You can also display your ad when your competitors’ budgets are running out.
Does the type of contextual advertising match your goals?
Depending on the specific goals, different types of advertising campaigns are used. If you advertise products, for example, smartphones, then you should choose the format “product ads”. If the main goal is to promote the brand, increase its recognition among the general public. The best choice will be media advertising.
Are you assessing the effectiveness of your ad correctly?
When evaluating the effectiveness of advertising, many people first of all focus their attention on the number of clicks, CTR, and job data number of conversions. ithout which the assessment will not give a complete picture of the advertising campaign.
Do you have the site performance monitoring feature enabled?
If not, then in case of failures on the site or other malfunctions, your ad will continue to be shown, and accordingly the budget is wasted.
It should also be taken into account that even a working website does not always sell. The reason may be a confusing menu, complex navigation, problems with placing orders, slow page loading, poor design, etc. If you do not optimize all these points, you will not be able to achieve the desired result.