The exception is impulse purchases

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Book: Brad Geddes "Google AdWords. The Complete Guide"
Contextual advertising
Contextual advertising
Evgeniy Letov
The Shiba Inu is a breed of dog specifically bred to increase conversion on a page.
The Shiba Inu is a breed of dog specifically bred to increase conversion on a page.
Want more orders from "context"? — read Brad Geddes' book "Google AdWords. The Complete Guide". We have summarized the most important places. Read to your heart's content.

Content
What does an advertising campaign consist of?
Block 1. Key words
Block 2. Advertisement text
Block 3. Landing page
8 Steps to an Effective Google AdWords Advertising Campaign
What does an advertising campaign consist of?
Block 1. Key words
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Not all keywords are equally useful They differ:

price - there are expensive and cheap ones,
reach or frequency (how often they are entered into searches) - some words are more popular than others,
decision-making stage.
The first two points are clear: nobody needs clicks that are too expensive. We take the maximum permissible cost of conversion and divide by 20. Here we get the cost of a click with a conversion of 5% (average on the Internet, use with caution).

Let's take a closer look at the third one. Has the client "reached the right condition"? Compare the queries:

"Toyota or Audi" - a person compares cars, but is not ready to buy anything yet,
"audi a4 test drive" - ​​search for a car to test,
"Audi A4 auto loan" is a commercial request, a clear desire to make a deal.
Consider the "condition" of the consumer. Offer a test drive when he needs a "sample", but do not try to get the contract ahead of time - you will waste your budget and scare the person with excessive assertiveness.

or purchases in critical circumstances (a woman saw a student phone number data handbag, a door lock broke, and other cataclysms).

Expanding our reach

Find out what words people type into search engines to find your product.

It is important to consider the social and demographic characteristics of the target audience. Try to include professional jargon and slang product names in your campaigns. This way, more people will see the ad.

We recommend that you familiarize yourself with our method for creating an audience profile - it echoes the author's methodology and has proven itself well in practice.

Block 2. Advertisement text