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Common Mistakes in Contextual Advertising
Introduction to the Topic
- The speaker, Mikhail, discusses common mistakes found in contextual advertising projects and how to avoid them.
- The video is aimed at anyone paying for advertising, especially those experiencing mediocre results or considering changing contractors.
Client's Initial Request
- The client requested improvements over their existing Google and Yandex ads, aiming for 25 leads per day with potential growth to 30.
- Mikhail emphasizes that starting without an audit of previous campaigns is a critical mistake.
Importance of Auditing
- An audit is essential before making changes; it helps identify past issues and pitfalls encountered by the client.
- If a contractor refuses to review past work, it's a red flag indicating they may not be suitable for the project.
Identifying Key Errors
- Many leads were generated, but analysis revealed that only a fraction were targeted; beautiful reports did not translate into real results.
- A significant error was having all keywords lumped together in one campaign, leading to inefficient budget allocation.
Budget Allocation Issues
- Google and Yandex charge per click; thus, low-cost brand queries do not scale effectively.
- Ineffective segmentation led to wasted budgets on non-converting traffic instead of focusing on profitable keywords.
Strategies for Improvement
Restructuring Campaigns
- The first step taken was dividing search campaigns into four distinct categories: target brand queries, general ads, informational content, each with its own budget and conversion metrics.
Adjusting Bidding Strategies
- Another issue identified was improper bid adjustments based on intuition rather than data; bids were lowered during peak request hours leading to lost opportunities.
Data-driven Adjustments
- After restructuring bidding schedules based on actual CRM data rather than assumptions, performance improved significantly.
Results Achieved Post-Corrections
Performance Metrics Improvement
- Following these adjustments led to achieving 92% of planned goals compared to previous rates around 65%-80%.
Increased Engagement and Cost Efficiency
- Unique calls increased while average cost-per-click decreased due to more effective targeting strategies.
Overall Growth Outcomes
- Ultimately resulted in higher lead generation rates and improved visibility in search results through optimized ad spend.
Growth in Budget and Quality of Applications
Analysis of Project Outcomes
- The results before and after adjustments show a significant increase in successful project completions, indicated by more green lines representing near 100% plan fulfillment.
- Although the budget has increased due to higher costs, this growth is justified by an increase in both the number and quality of applications received.
- A critical takeaway is that failing to analyze past contractors' performance can lead to repeating previous mistakes when selecting new contractors for business projects.
Importance of Auditing
- If there was no thorough understanding of past project outcomes, it may require additional time for testing, leading to wasted budgets on ineffective contractors and advertising.
- Emphasizes the necessity of conducting audits as a means to correct issues and ensure growth; without this step, success is unlikely.
Future Content and Resources
- Upcoming videos will explore other case studies and provide insights on how to evaluate advertising contractors effectively, especially for those lacking expertise in marketing.
- Offers free audits for businesses along with tailored strategies; encourages viewers interested in marketing or neural networks to subscribe for more information.
Engagement with Audience
- Viewers are encouraged to leave comments if they have questions or need assistance regarding similar situations; the speaker aims to provide help through comments.
- A visual table will be provided at the end of the video for those who prefer not reading through case details.