In contextual advertising, various myths are often encountered, which are believed not only by business owners and newcomers, but also often by experienced professionals.

 

 

Advertising in Search looks like this: a user goes to Google, enters a specific search query, and in response to that query, they may see search advertisements.

 

 

These ads are shown only for specific search queries, so they can give great results.

 

The advertiser decides for himself which requests to show the ad, and for which - not. He himself selects a semantic map - those key phrases for which he wants to show ads; negative keywords that will not show your ad in search queries.

 

You only pay for clicks or conversions.

 

All together, it gives a fairly good result, since ads are shown only to those who are interested, and payment is charged for traffic that comes to the site, or conversion.

 

Thus, it is necessary to use search advertising, but it is still recommended to start with another one.

 

 

Before starting an advertising campaign, you need to set up web analytics (Google Analytics, pixels of various social networks). This is done in order to further analyze the effectiveness of all advertising campaigns. If you don’t analyze something, don’t see some data, then you don’t control it.

 

 

Then you need to set up tracking of all conversions, all methods of lead generation. The advertiser brings users to the site so that they perform some targeted actions. To understand who exactly is taking action and where these users are coming from, you need to set up conversion tracking. If you have a calling topic, you need to use call tracking.

 

After that, you should set up your retargeting and remarketing audience. These are special audiences that allow you to target those who have already visited the site. They make it possible to show special ad creatives to those who came to the site but did not convert. Retargeting and remarketing really add value to your project.

 

If web analytics counters were previously installed on the site, traffic came to the site, for example, from organic Google (not from advertising), data about visitors was already collected, then the first thing to launch is NOT search advertising.

 

If there is accumulated data on the site, you need to launch remarketing and retargeting.

 

Advertising should be aimed at those who have already visited the site, but did not complete the targeted action. You need to catch up with this audience, make a second offer, maybe even a special offer, and motivate them to make a conversion on the site.

 

After retargeting and remarketing have been worked out and conversion data have been accumulated, you can launch advertising campaigns in Search. Algorithms will be able to optimize better on the accumulated data than starting from scratch.

 

If there was no data, traffic to the site never went, you need to set up conversion tracking, web analytics and launch search advertising campaigns for the maximum target semantics.