Display, click, execution of the target action, purchase — problems arise at all stages of contextual advertising. It is no wonder that after several leaks of a hundred thousand rubles, and often more, companies do not see the point in paying Yandex and refuse this tool.
Contextual advertising does have its weaknesses, but they can be overcome using the techniques and technologies used at Aktion .
Contextual advertising is a component of the promotion system. How to achieve synergy of all its parts, they know at Aktion Marketing . Outsourcing of attraction with payment for the result .
High competition
Just a few years ago we had 10+ different large library shop advertising platforms, now there are two left: VK and Yandex. Only Yandex shows contextual advertising. All companies – both corporations and individual entrepreneurs – rushed into these two channels. But it is unrealistic for a small company to withstand competition with the budgets allocated by giants.
How is it in Aktion?
Overpaying for impressions to an audience that has never heard of you means becoming part of the info-noise. The clickability of such materials is extremely low, and therefore the cost per click is high
The solution is to stop working with cold demand.
One of the tasks of marketing is to introduce the user to the company and encourage him to make an informed choice. This should be done before he sees your ad. That is, contextual advertising is a tool for the middle and lower levels of the sales funnel .
In our experience, contextual advertising works improving behavioral factors on the site best not in isolation, but in conjunction with other tools: content marketing, email newsletters.
For example, a user will read an article with your participation or take part in a webinar, then receive a letter from you (if he does not open it, then at least read the title). Having seen contextual advertising,
He is more likely to click on it and study the landing page.
Read also:
4 Reasons Why Your Email Marketing Isn’t Working
10+ Ideas for Effective B2B Newsletters
Limited budgets
The budgets that company executives allocate to b2c fax marketers for contextual advertising have not changed for years.
