If we didn’t have enough money, we would have to choose: launch contextual advertising in only one advertising system, disable keywords, or reduce rates for some of them.
Maximizing conversions within budget
Situation : The company is engaged in dry cleaning of clothes. Contextual advertising has been running for 2 years already and there is an understanding of the conversion rate of pages and the cost of a lead. A new service has appeared – mobile dry cleaning of carpets and furniture. It is necessary to launch contextual advertising in order to: a) evaluate the effectiveness of the landing page; b) see how much the cost of a lead for the new service will differ from the average. The amount allocated for the campaign is 25,000 rubles.
At the bottom of the media plan
click the “Adjust to budget” button. In the settings window, specify the budget – 25,000 rubles.
The tool will adjust your bids so that you get the maximum number of clicks.
Conclusion : as a result of the adjustment, we see that for some words we will achieve 100% of traffic, for some – 85%, and for others – 62%. As a result, the allocated 25,000 rubles are distributed as efficiently as possible. It would be impossible to achieve this manually.
Receiving N leads for M rubles
Situation : the company is engaged in dry cleaning of carpets and furniture. To increase revenue, it is planned to attract 70 new clients. The average conversion from leads to orders is 50%. That is, it is necessary to attract 140 leads.
Initial data:
- Maximum cost per lead (CPL) — 300 RUB.
- The company is ready to pay no more than 42,000 rubles (140*300) for leads.
- The conversion rate of traffic into leads (CR) is 11%.
Task : to forecast the budget for 99 acres database contextual advertising, based on the required number of leads.
Important! RUB 42,000 is the maximum amount we are willing to spend. But how much will actually be required to get 140 leads is still unknown.
Solution : let’s forecast the advertising telegram data budget based on statistics. We can calculate how many clicks are needed to get 140 leads. Then we’ll use the option to adjust bids to the required number of clicks .
Let’s calculate the number of clicks required to get 140 leads based on CR = 11%:
Number of clicks = (100*140)/11 = 1273 clicks
After selecting semantics and twd directory drawing up a preliminary media plan, the system produces 1080 clicks with a budget of 17,842 rubles. With this volume of traffic, we will receive about 119 leads at a price of 150 rubles (which is 2 times lower than our maximum).
But we need more clicks. Let’s use autofit. Specifies the number of clicks – 1273.