Where does the budget merge? Let’s talk about 4 non-obvious moments.
⠀
1.Run advertising on information requests, not working until the end of the shortest way: advertising-client.
This is a constant mistake, if you collect a large pool of queries without realizing that behind each request is a visitor at different levels of purchasing decision-making, first you need to build the shortest path of advertising-site-client, twist it to work as efficiently as possible, and then look at what levels of need to expand.
Maybe it’s better not to expand according to the needs of one segment of the target audience, but to take other segments of the target audience and practice that shortcut to buying again, and then go to those who are not ready to buy at the moment. It depends on your marketing objectives.
2. You don’t understand that not all advertising tools can be used in your business. For example, an emergency service is lock breaking. A person comes home and finds that he has lost his keys. He will solve the problem quickly by typing a search for Yandex. After 30 minutes, it doesn’t make sense to catch up with his Yandex Advertising Network or retargeting. He has already solved the problem. An Instagram account for such services will also not sell as efficiently as the tools of Yandex and Google Ads.
3. The site has a messed-up target audience. Example: you want to sell B2B, and you post reviews from individuals in your VC group, where you retail the same product.
4. Advertise for all product groups. Margins of different product groups are different, and therefore the cost of attracting customers should be thought out in such a way that the advertising does not work at a loss.