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In many cases, contextual advertising is an extremely effective tool for website promotion. Especially if it is a site that sells some goods and services (in this case, you can significantly increase sales volumes). However, when launching an advertising campaign, the site owner may face a variety of risks, the main of which is the possibility of losing money. This often happens due to ignorance of all the features and mechanisms of contextual advertising, due to incorrect planning, incorrect selection of keywords, etc.
To reduce possible risks, you can run a so-called trial advertising campaign. What is this? As we know, when running contextual advertising, hussar group a certain amount of money is invested in it (it is based on the cost of one click set by the webmaster).
When starting a trial advertising campaign, a relatively small amount of money is invested in it. It is assumed that this entire amount will be spent within a few days or even a few hours. Thus, even if the campaign does not justify itself, monetary losses will still be minimal (much smaller than losses from a full-fledged advertising campaign).
Below we list the main tasks that can be solved by a trial contextual advertising campaign.
1. It allows to evaluate the effectiveness of contextual advertising taking into account the subject of the site, the type of goods/services, the level of competition and other factors.
2. Allows you to calculate the advertising budget necessary for a full-fledged advertising campaign (this will allow you to avoid unexpected costs).
3. Allows you to experiment with keywords in ads (type of their occurrence, density and other parameters). All this must be done in order to create a more relevant and clickable advertisement. When conducting similar experiments with a full-fledged advertising campaign, you risk losing a decent amount of money.
4. Allows you to experiment with the cost of one click on the ad. The fact is that if the price is too low, your ad may not get into the advertising block. Too high a price contributes to faster spending of the budget. And that's bad. The task of the webmaster is to find the golden mean (not too high a price that ensures stable traffic from search engines).
Based on the results of the trial advertising campaign, it is possible not only to choose the optimal keywords, price per click, but also to draw conclusions about the expediency of launching a full-fledged campaign. The fact is that contextual advertising has a too short-term effect (visitors go to the site exactly as long as you pay money). Therefore, it is often profitable to invest not in advertising, but in the site itself - it will improve the quality of content, structure, navigation system, work on design, etc. In this case, it is possible to achieve a much greater return.
