- How much money is needed to achieve the goal.
- How to set bids/positions to get the most out of your money.
Let’s look at three approaches to budget planning based on your goals.
Planning in contextual advertising: 3 problems that you will have to face
Problem 1. What to start from?
Often, planning in contextual advertising begins with defining a budget… and ends with it. Let’s say we have 100 thousand rubles – we allocate them for context and look at its effectiveness. “If it goes well”, we will continue to invest in this channel. If not – well, let’s try targeting.
This approach is a dead end:
- The budget amount “in a vacuum” does not mean anything by itself. For a small town in a narrow niche, 100 thousand will be more than enough, but for advertising a federal aggregator, this is unlikely to be enough.
- We don’t see any benchmarks when spinning the context. We have 100 thousand rubles – great. But what to spend them on? On leads? On transitions? On reach? More questions than answers.
When planning, it is worth starting not from the budget, but from the goals that we have set. For example, we process 20 orders per month. But we can take on 10 more. Then we calculate how many leads and traffic to attract to get these 10 orders – and we reach the n-th budget.
Problem 2. Budget allocation
It would be good to understand how much money will be spent on which keywords before launching advertising. Why? Let’s look at an example.
The campaign has 2 keywords: “buy iPhone 11” and “iPhone 11 256 gigabytes”. The frequency of the first is 32,235 impressions per month, the second is 511 impressions. The second phrase is more interesting in terms of conversion. But due to its higher frequency, the first phrase will pull the bulk of the budget towards itself.
To prevent this from happening, you need to set the desired positions correctly – so that more converting phrases receive a larger percentage of traffic. With a large number of keywords, this is unrealistic to do manually. And here we come to the next problem – tools.
Problem 3. Tools
Google Ads and Yandex.Direct have tools for budget planning (we wrote a whole guide on Google Planner ). They can be used for preliminary assessment of advertising campaign expenses.
But they don’t do the main thing: they don’t adjust the positions/percentage of traffic for each keyword to our goals (for example, to the required number of clicks or to the estimated budget).
That is why for planning we will use line database not the tools of advertising systems, but the Click.ru Media Planner – it has an automatic adjustment function.
You won’t find such a tool in Google Ads or Yandex.Direct.
We indicate the monthly budget:
The system distributes the budget between the words added to the media plan:
Another way to adjust is to specify the db to material desired number of clicks per month. The system distributes the budget so that you get these clicks.
You will also find out how much you need to spend to get a given number of clicks.
Five More Reasons to Use Media Planner
- You can simultaneously collect twd directory keys and create a plan for Google Ads and Yandex.Direct.
- There is automatic selection of keywords – based on the content of the advertised site, competitors’ sites, statistics counters, as well as manual selection based on deepening the basic semantics.