Integrated promotion of your project

How to save contextual advertising budget?

7 useful tips

It seems simple: you have a site, you set up ads, and it should bring customers quickly. But is it really happening?

What if you don't fully understand who your customers are, what criteria are important to them when choosing products and services? What if they don't like the way your site looks? Or maybe there are some technical problems on the site (the feedback form not working on the mobile version in defective and etc.)? There may be many ifs and maybe and depend on whether people from the paid advertising are going to make a bid or close the site without the spending in 15 seconds. Mistakes cost money, and sometimes a lot of money

So what to do?
Make some preparations beforehand!

This 7-point checklist won't solve all problems, but will definitely help avoid the most common and unpleasant mistakes

Check the positioning of the website

First of all You need to answer the following questions:

 Is the site designed for that target audience?

 Is the design of the site frighteningly expensive or repulsively cheap?

 Is there all the information you need to decide about cooperation: is there a price list, are competitive advantages, reasonable prices?
Remember: A fast effect is the result of careful planning and preparation.

Successful advertising campaigns and great customer traffic!

Site design

The site should be visually pleasing and tidy:

 Color. It is important that the basic color scheme suited the site in sense, did not cause annoyance or perplexity. It's better to choose colors that go well with each other, unless you re going to make a site for a punk rock concert

#Menus and navigation. It's simple: if the site is quick and easy to use - it's faster to get and leads.

#Text. Text is needed to be read. Good text will be read if the font is large enough, highlighted blocks of meaning, designed subheadings, there are paragraphs. And in text should;contrast well with the color scheme of the site, but not;hurt your eyes.

#layout. The basic principle is simple: the information blocks in site should be so that you can see them in a single view; the blocks shouldn't blend in with each other, and the content in blocks should be easy to understand.

 Graphics. Text alone is boring. Graphics help visualize images. The purpose of images, banners, icons, etc.
- help the visitor in a few seconds to perceive the information. If there isn't enough graphics - perception suffers, if over - it blurs in the eyes. Graphics have to be high quality, so it's better to refuse to images with poor resolution. The visuals should fit the text on sense, to complement it. So, for example, inserting icons just for what they are, is a bad idea.

Smiley faces in large quantities are the lot of social networks and blogs. The only exception is if your audience is thinking in  emoji language. And is it like that?

 Adapting pages for different types of devices. If your visitors come to your site with a smartphone or tablet, but the content on the site can't be viewed normally from those devices - visitors will leave. Tools to help:
quirktools.com/screenfly
tools.saitreport.ru/webpage-screen-resolution-simulator

Content

 Information should be enough to arou potential client's interest and desire to contact you.
It's not worth overloading the site with unnecessary information.

If they're busy and  want to know quickly how many of your customers you ve got while you re offering them 10 volumes of  storytelling style, your efforts will be#not#not;appreciated.

Communication with visitors

 Offer visitors answers to their questions. Consultation forms, feedback buttons and chat rooms are often very useful and help get leads

 But If the site consists of only callins and forms of consultation - it's also a alarming signal: you can run to a site and scare. You should think about leaving only the ones that are more likely to be used by visitors for their questions and tasks

 If you don't know what people will use, test different options

 All communication channels should work. If phone or chat -you need to respond quickly to calls and messages. The visitor won't chase after you -they will go to a competitor. Test all forms and buttons before launching traffic, make sure they work smoothly

Technical parameters

 Anything that "hangs and glitches" -will waste your advertising budget with no return

 Speed of site loading. If the site loads for several seconds - it needs optimization. It's exhausting to wait for pages to load.

 Mobile version of the site. Sometimes it makes no sense to optimize the site for all devices. But the share of mobile traffic is growing, and If you adapt the look, menu and forms for those devices that visitors use most frequently, most of the paid clicks from mobile devices won't go to waste.

 Make sure landing pages don't give 5xx or 4xx errors. It's sad if users can't read your offer.

 Make sure there are no duplicate pages making it hard to navigate

Setting up analytics

#Before you start your advertising campaigns it's a good idea to make sure you have all the counters and tools you need to measure your advertising effectiveness set up. Advertising money will be wasted if you can't accurately assess what was working and how.

Test launch of an advertising campaign

 Do a test run of your ad campaign to measure performance. It's not necessary if you re 100% confident. But are you ready;to risk a lot of money right away? A good way to reduce your risk is to estimate your traffic levels ahead of time and budget for test campaigns, then run them and measure their performance. That way you'll have more data to decide whether to invest in this channel further, develop it or look for more affordable ways to attract customers. Good reliable data on the effectiveness of contextual advertising can give only a sample of 1000 clicks and more. If the area of your business is narrow and not assumes such amount of traffic in a few months, you can try to start working with a smaller amount. But in this case you need to think beforehand about alternative ways of promotion and test them in parallel
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