Contextual advertising audit
Has advertising effectiveness become worse than half a year ago? Is the budget spent quickly? Do untargeted visitors come to the site? These are the reasons to turn to specialists for an analysis of the quality of settings of advertising campaigns.
Audit is necessary to sort out problem areas and define a new vector of work in Yandex.Direct and Google AdWords.
The main goal of the comprehensive verification of accounts is to identify the weaknesses of active ad campaigns. As a result of work, the customer receives a list of specific practical recommendations that allow:
- to increase the number of target switches to a site
- to lower cost per click
- to increase conversion rates
- to save advertising costs
A LISTOF WORKS
In order to find out the reasons of the low effectiveness of marketing channels, our company's specialists carefully study general account settings from the point of view of their clear structuredness, division by product groups, directions or regions, as well as links with Yandex Metrics and Google Analytics.
Then we determine the effectiveness of keywords and negative keywords. The analysis procedure allows to detect problems and omissions concerning:
- presence of requests in all occurrences, their compliance with the objectives of the business
- landing pages relevance
- the presence of cross minusing of keywords
Advertisements are checked for the availability of quick links, mobile versions, displayed URLs. They must be properly grouped, written, taking into account unique selling proposition (USP), call to action and competitive advantages. The audit will show whether selling accents are used, such as, for example, a completed virtual business card, which makes ads more noticeable in Yandex. We also evaluate the CTR and check if retargeting is turned on. All current campaigns are mandatory checked for the appropriateness of rates and in general the expenditure of funds.
In the analytics system we carefully work through each parameter: setting of goals, UTM tags, correct conversion display.
WHAT WILLYOU GET AS S RESULT
Following the results of expert assessment of contextual advertising settings, we will present a comprehensive report on the necessary changes to improve the quality of the campaign. You will receive a developed Word-document, where all the defects and errors found will be listed. Our experts will advise on the implementation of the necessary changes:
- connection of additional tools;
- allocation of certain segments of the target audience;
- clustering of search queries;
- correct management of rates based on goals;
- selection of the time range of ads displaying, etc.
SCHEME OF ANALYSISOF CONTEXT ADVERTISING
Check-out of settings
of Yandex and Google
analytics systems
Analysis
of advertising parameters
Analysis
of effectiveness of keywords
Check-out
of existence
of ads extensions
Analysis of the compliance
of the advertising campaign strategy
with the goals and
objectives of the client
Analysis of the effectiveness
of the distribution
of clicks on their
cost and sites
Verification
of landing pages
matches for ads
Verification of the "purity"
of traffic and negative keywords
