Optimization of workflows allows most routine tasks to be redirected to special software. The latter makes it possible to control and optimize advertising campaigns, making contextual advertising more efficient and effective.
Advantages of using it
There are many programs that automate the promotion of websites, products, and services on the Internet. Each of them is based on working with large amounts of information using complex algorithms.
Program modules allow you to:
control campaign parameters;
manage bids for keywords;
save the budget.
The latter is the main purpose of using special programs, as they allow you to optimize advertising costs as much as possible and at the same time get the most out of your campaign.
Depending on the tasks set for the marketer, these can be
increase in traffic;
increase in conversion;
improving the position in the search engine index.
Programs that allow you to optimize contextual advertising take into account numerous factors, including consumer behavior, including bounce rates, geotargeting, seasonality for some products, and more.
Google AdWords.
Google's internal contextual advertising automation service is convenient for its versatility, as well as the fact that it has all the necessary statistics on the site, which is integrated with the AdWords service.
The service has several automated strategies that allow you to manage bids.
Position on the search page
The strategy allows you to display an ad on the first search page in two location options:
only the top ad unit (maximum 4 positions) before the search results;
any position (mostly in the lower ad unit).
In the second case, the cost of the bid will be lower, but fewer clicks are promised.
Price per conversion
Using this strategy, we pay for the user to perform any action on the website: place an order, fill out a form, etc. The base cost of the bid is formed manually, after which the system adjusts the price for each request. To use this strategy, you need to know the approximate cost per conversion, for which you need to have statistics on this issue. Otherwise, there is a risk of not getting results from the campaign.
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Return on investment in advertising
This convenient strategy for online stores allows you to pay only for those users who have made a purchase. The seller sets the rate (the percentage of return on investment in advertising, for example, 400%, which corresponds to a rate of 25% of the product price) that he is willing to spend for a referred customer. The system automatically calculates the ROI percentage for each product.
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Percentage of bid increase
This strategy is suitable for participants in a monopolistic market. Its goal is to win ad impressions from a competitor. In the initial data, you need to specify the competitor's domain name, bid, and the percentage of cases in which you need to outbid the competitor. Based on this data, the system builds an optimal strategy.
Maximum number of clicks
Pay per click is a common practice. This automatic scheme allows you to get clicks at the lowest price based on a given budget. At the same time, users can limit the cost per click manually.
Manual bid management
In addition to the automated schemes discussed above, Google AdWords allows you to manage bids manually. Moreover, this strategy is basic and is offered to advertisers by default. However, even this strategy has a function of CPC optimization, which allows you to change the current bid more flexibly, but using automatic algorithms (but not more than the maximum specified by the person).
Conclusions
Automated schemes for controlling and optimizing advertising campaigns have their advantages. However, they can only be used if Google Analytics has accumulated data on consumer behavior on the target website. To enable these strategies, you need to have at least 300 conversions per campaign (or 500 conversions per account) within a month. The longer the history, the more efficiently the algorithms will work.
In other cases, manual campaign management and control over bids are recommended. But even in this case, it makes sense to use the optimization automatic function.
Using different strategies to optimize contextual advertising allows you to find the most effective one with the lowest cost per conversion.
