Chapter 1. Contextual ads — for beginners
The person is already searching
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Contextual search ads are shown on a query the person typed. This is not a banner “in passing”. The ad answers that query. If the query is about one thing and the ad about another, the click will be accidental and expensive. This chapter is about the set of query, ad and page.
One group of meaning
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One ad group holds queries of one meaning and one ad for them. A “price” query and a “what is it” query do not sit together: they need different texts. The first group is five to ten close phrases, not a thousand. The landing page speaks about the same meaning.
Negative keywords
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A negative keyword cuts a query you do not want to pay for: another profession, “free”, someone else's city if you do not serve it. You write negatives before the launch and add to them from the search-terms report. Without negatives the budget goes to queries the ad does not cover.
The ad text
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The ad headline contains the meaning of the query. The description says what the step on the page is. A promise that is not on the page does not go into the ad. A competitor's name does not go in the headline if you have no right to it. The first test is two headlines of one meaning, not ten different products.
Click cost and action cost
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A cheap click on a broad query often brings no action. You look at the click cost and the confirmed action cost for the group. A group where the action is more expensive than the task is stopped or narrowed with negatives. A group where the action is inside the task is not touched the same day. You do not raise the bid until that pair exists.
A query that is not yours
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You do not buy a query that leads to someone else's brand, to “free” if your step is paid, or to a city where you are not. That click shows in the report as spend with no action. The “we do not take” list sits next to the phrase list of the first group. Both lists are short and written before the money.
Chapter 2. Contextual ads — launch the source: contextual ads. Approach: a query and an ad.
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A connect cabinet: your key, a proxy and a launch.
Chapter 3. Contextual ads — team owner
Chapter 4. Glossary. Contextual ads
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Short meanings for this role. No cabinet.
Chapter 5. Contextual ads — the numbers