Who needs an audit?
Posted: Sun Jan 26, 2025 8:50 am
The contextologist works poorly
Some contextualists do not create campaigns for each category, but make one for all. You cannot separate the traffic from such contextual advertising and analyze behavioral factors. If a company has many SKUs in different product groups, such "context" will burn the budget in vain. But even small businesses need to think through separate advertising campaigns for maximum efficiency.
? The block on contextual advertising is in the online course " Internet Marketing for B2B and Complex Markets "
Audit is usually used when the "patient" is more alive than dead, but efforts are required to revive him. For example:
transitions to the site are made through non-targeted search queries;
no requests are received from the context;
fake clicks are inflated (click fraud);
Contextual advertising does not pay off.
We recommend conducting the first audit 3-4 weeks after the start of afghanistan consumer email list the advertising campaign, when the first statistics have accumulated. Even short-term indicators will help you understand whether contextual advertising works in principle. Objective indicators are the main web analytics metrics:
conversion and CPC
number of applications;
traffic failure;
the time users spend on the site;
viewing depth;
execution of a target action (purchase, subscription to a newsletter, comment, clicking on a link).
It is not enough to simply collect this data. It is necessary to interpret it correctly in each case. Each category of goods and services has its own set of optimal metrics. Their detailed analysis will reveal the maximum number of errors in setting up contextual advertising. But when you need to act quickly, even a superficial analysis will help quickly identify the most serious shortcomings made during setup. Indispensable tools at this step are Yandex.Metrica and Google Analytics. Other services will also help: Alytics or "K50".
Some contextualists do not create campaigns for each category, but make one for all. You cannot separate the traffic from such contextual advertising and analyze behavioral factors. If a company has many SKUs in different product groups, such "context" will burn the budget in vain. But even small businesses need to think through separate advertising campaigns for maximum efficiency.
? The block on contextual advertising is in the online course " Internet Marketing for B2B and Complex Markets "
Audit is usually used when the "patient" is more alive than dead, but efforts are required to revive him. For example:
transitions to the site are made through non-targeted search queries;
no requests are received from the context;
fake clicks are inflated (click fraud);
Contextual advertising does not pay off.
We recommend conducting the first audit 3-4 weeks after the start of afghanistan consumer email list the advertising campaign, when the first statistics have accumulated. Even short-term indicators will help you understand whether contextual advertising works in principle. Objective indicators are the main web analytics metrics:
conversion and CPC
number of applications;
traffic failure;
the time users spend on the site;
viewing depth;
execution of a target action (purchase, subscription to a newsletter, comment, clicking on a link).
It is not enough to simply collect this data. It is necessary to interpret it correctly in each case. Each category of goods and services has its own set of optimal metrics. Their detailed analysis will reveal the maximum number of errors in setting up contextual advertising. But when you need to act quickly, even a superficial analysis will help quickly identify the most serious shortcomings made during setup. Indispensable tools at this step are Yandex.Metrica and Google Analytics. Other services will also help: Alytics or "K50".