🎯 Effective contextual advertising for business 📈
One of the most popular methods of promotion is effective contextual advertising. More and more businesses are switching to it. As a result, the price of a “click” is growing and, as a result, budgets for promotion are growing. At the same time, sales volumes are not growing as much. In many areas, the final costs of contextual advertising are almost the same as the income from sales from it.
Effective contextual advertising that brings in really big income is a rare case, which is possible only when there are no competitors, when there is a monopoly position in the market. In this case, firstly, the price per click is very low and all the clients in any case end up with you. But in reality this does not happen, there are dozens of competitors in almost any market.
It turns out that contextual advertising is a kind of roulette, where Google and Yandex are the owners of the casino, and advertising agencies are the dealers. The owners and dealers earn the main money, but businesses earn it only if they are lucky. The game is interesting, and you can win in it, sometimes very big ones, but almost always the entire winnings are “merged” in the end. Only high-quality contextual advertising settings can solve this problem.
Effective contextual advertising brings customers
Lack of income is not the biggest problem. The client is acquired and that is the main thing, at what price – it does not matter. There is a calculation that if you did not earn the first time, you will definitely earn when the client contacts you a second time. He will contact you, of course, without advertising, for free, because he liked you, he remembered you and in general will now always be yours.
Even the most effective contextual advertising will not help here. Of course, if you provide the client with super conditions, he may really remember you and perhaps contact you again. As a result, the money paid to get the client will really be justified and more than once. However, what is the real probability that the client will really come back, even if he likes everything? This can be calculated.
First of all, you need to estimate how often he may need your services or goods. For example, food is needed every day, so if you work in the catering industry, then a repeat purchase is quite possible. But if you are the owner of a tire shop and the client came to you to straighten a disk, it is unlikely that he will need your services again in the near future. Even the most effective contextual advertising will not help here.
Competitors are not asleep
But again, you can only be sure that the client will definitely come to you if you think that your competitors are sitting back and doing nothing. It is unlikely that your competitors will sit back and do nothing, watching you get rich. On the contrary, they will obviously take the most active steps to attract the attention of clients. The client knows about this and does not pay much attention.
This means that even if a service or product is needed every day, there is no guarantee of a repeat purchase. Products and services are similar, so very often the client does not care what to buy. He gives preference to those options where he is offered the maximum for the minimum money. It is obvious that effective contextual advertising is possible only under certain conditions.
It is the right idea that makes a person a clientThe main condition is the right idea. It is the right idea that makes a person a client. It is implanted in him and begins to motivate. To implement it, goods or services are needed. Some ideas are implanted by themselves, such as the idea of ”warm clothes”, which is implanted in people by the climate. Common markets are formed on the basis of such ideas. Some ideas are implemented by specific companies to create their own personal markets.
For example, BMW has introduced and is developing the idea of ”driving pleasure” into people and it has its own market. In turn, Apple is developing the idea of ”rebellion” and it also has its own market, and a very profitable one at that. However, most companies do not have their own markets and work either on common ones or on others’. Their sales are not very good, and the cost of a client is astronomical.
Types of contextual advertising
The fact that many companies rushed into contextual advertising indicates that almost all of them do not have their own markets. Most businesses operate either in foreign or common markets, and simply try to intercept the client before others. This is what they pay for. Contextual advertising works well in principle, but it turns out to be very expensive.
It should be noted that there are two types of contextual advertising depending on the implementation algorithm and the speed of obtaining clients. The first type is tactical contextual advertising. It allows you to quickly get clients from among common or foreign ones. It is implemented simply: you create a website, register in the system, select keywords, pay for advertising and wait for clients.
Effective contextual advertising involves communicating the right idea, which can only be realized with the help of your products or services.
The second type is strategic contextual advertising. It does not bring clients as quickly as tactical, but these will be only your clients, who will not be intercepted by competitors. Launching it is a little more difficult than tactical, because you need to carry out some procedures. But its long-term effectiveness is higher than that of tactical contextual advertising.