Today we will talk about how to test contextual advertising so as not to waste your entire budget and find an effective combination of creatives and texts to launch a successful campaign. Testing helps us understand what works and what doesn’t, and optimize our advertising campaigns.
Where to start
When working with contextual advertising, it is important to understand that you should not expect results right away at the start, this is the time for testing. Experiment with images, key phrases and hypotheses to find the optimal combination. In fact, at the beginning, no one knows which strategy will be most effective for your business, so testing plays a key role in this process. Remember that a broad view of advertising campaigns, various tests and verification of hypotheses will help you reduce CPL, reduce the cost of attracting leads and get more from advertising if you control these metrics.
Selecting key phrases
When choosing keywords, don’t rely on popular words and phrases, you thailand dialling code need to conduct an analysis using tools like Google Keyword Planner or Ahrefs. This will help you understand which phrases lead to conversions. It is also important to keep in mind the semantic core , which is a set of keywords that accurately describe your product or service, and LSI (Latent Semantic Indexing) related to the main queries to attract more potential customers.
Let's say you sell Electrolux refrigerators. It makes sense that the key phrase "Buy an Electrolux refrigerator" should be profitable. But in practice, it's more complicated:
Some customers are looking for a specific brand of refrigerator and will leave even if they don't find the brand they want on the catalog page.
Others look for refrigerators of the same color.
Someone wants to buy only a spare part.
In another store the price of the product may be lower, which makes our price unprofitable.
Our landing page may not be user-friendly enough, causing a potential customer to leave the site before they even become interested in the product.
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