- There is an automated selection of negative words .
- You can select the desired percentage of traffic for each keyword.
So, we have defined the tools. Let’s move on to planning. Let’s consider 3 typical situations, each with a different goal for launching contextual advertising. Based on these goals, we will draw up media plans.
We plan the budget based on advertising goals
Maximizing the percentage of impressions received in the first position
Situation : A new company enters the Rostov-on-Don market with a furniture and carpet dry cleaning service. Advertising has not been launched before, there are no statistics. The company has 100 thousand rubles a month of free funds for advertising.
Important! 100 thousand rubles is not a budget yet. It is the amount of available funds. We will find out the budget after selecting semantics and assessing the cost of traffic.
Goal : Get maximum traffic from searches for selected keywords.
Solution : we collect semantics that will allow us to cover the niche as much as possible. Then, in the media plan, we set the highest percentage of traffic by keywords, get a budget forecast and compare it with the available amount.
To collect semantics, we will use the media planning tool Click.ru . With its help, we will collect keywords based on the semantics of the site and estimate the advertising budget.
Let’s use automatic word selection – the tool collects keywords based on the site’s content.
You can also collect words in the media planner based on competitors’ websites and from statistics counters. In the latter case, linkedin database you need to have configured counters and provide access to Yandex.Metrica and Google Analytics. In addition, you can upload your words if you collected them using other tools.
We have collected 147 keywords. Let’s add them to the media plan – at the bottom of the page the click forecast and advertising budget are shown.
When launching a campaign for the email data selected keywords, the projected budget will be 17,842 rubles – provided that we get 62% of the traffic. But the company’s goal is to maximize traffic. Therefore, we will change the position of the ads and see what advertising budget is required to show all the words at the very top.
Budget forecast: 38,297.59 rubles.
Conclusion to launch an advertising
campaign for all keywords, you will need about 38 thousand rubles per month. This budget will allow you to maximize twd directory traffic from search. We have 100 thousand rubles for advertising. This amount is enough to launch contextual advertising in both Yandex and Google.
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.