- launch advertising on search

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Sales funnel in contextual advertising



The sales funnel in contextual advertising consists of 5 segments:
- non-target audience;
- target audience;
- people looking for a solution to a problem;
- people looking for a specific product or service;
- people who bought your product or service.
At each stage of the funnel, a specific tool is used to promote the product/service.
The non-target audience is the audience that is not yet looking for your product. They do not have a specific problem. Perhaps they will buy someday.
Advertising goals are to create a need; bring a new product to market; create a brand image.
Our actions :
- launch YAN (semantics from botim phone number data campaigns) or
- launch KMS (by keywords or a special audience by intent).

Life hack : regularly check search queries and delete ineffective ones.
non-target audience b2b
The target audience is an audience that is similar in behavior to users who are searching for your product.
The goal of advertising is to evoke a certain reaction in the audience.
Our actions:
- review the report on search queries (for which there were clicks), delete ineffective ones;
- add general minus words to YAN/KMS;
- “clean” ineffective sites in YAN/KMS.

Life hack : if there are more than 100 clicks on one site and not a single conversion, turn off such a site.