What will the contextual advertising sales forecast give you?

[subornaakter40]

As we have already written, when contextual advertising appears in Yandex and Google, an auction is launched where advertisers can bid on the cost of one click on the ad. Therefore, the price per click does not remain unchanged.

The cost of bids will vary and will fluctuate proportionally to the number of other advertisers, season, holidays and days of the week.

Therefore, it is impossible to forecast the outlook email list contextual advertising budget to the last penny. However, in systems related to this area, there are tools that will help to forecast the approximate cost.

How can a contextual advertising budget forecast help:

Estimation of traffic volume (clicks)

The forecast will help you to imagine the approximate number of users who will be interested in the offers and will go to your page. If we are talking about areas of not too broad profile, this parameter becomes especially relevant.

It is dangerous not to take this into account: you can place ads on ultra-low-frequency keywords, and then they simply won’t be seen, because such advertising receives the status of “low impressions”.

Position evaluation

You will be able to make a forecast of what position contextual advertising will be placed in, and then, having studied all the data, predict whether your position in this area is strong or, on the contrary, not so strong.

Read also!

"Website Positions in Search Engines: How to Measure and What They Affect"
Read more
Cost per click estimation

You will be able to see what the cost per click is when you select different match types. For example, if the area is quite broad, the cost per click on the ads will be higher than when an exact match is required.

Media planning

The tools provided by the contextual advertising forecast can help contractors in media planning. For example, to make primary documentation and conveniently agree on the terms of cooperation. If you know the nuances of this area, you can, without resorting to outside help, calculate the prospects of an advertising campaign that has not yet been launched.

Forecast of sales of contextual advertising in Yandex.Direct
As an example of a contextual advertising budget forecast, let's take queries about gifts.

To do this, you need to log in to Yandex.Direct by opening “Budget Forecast”:

Contextual advertising budget forecast_yandex

Select display region:

Contextual advertising budget forecast_yandex2

Enter time period:

Contextual advertising budget forecast_yandex3

Here you need to be careful - the accuracy of the data obtained for past periods of time is reduced due to Wordstat errors. You also need to take into account the possible difference in seasons.

We enter marker queries according to Wordstat:

Contextual advertising budget forecast_yandex4

Yandex.Direct will not show you hints if you were able to collect the bases well. But if this did not happen, it will be able to show new options.

Contextual advertising budget forecast_yandex5

"Calculate" button .

Contextual advertising budget forecast_yandex6

In fact, when it comes to practice, sometimes it turns out that certain ads appear both in the guarantee block and in the first special placement. We work with the second special placement in order to simplify the task - it is something in between the maximum and minimum traffic.

By the way, the definition of "position" is already becoming outdated. Nowadays, people usually bargain for access to the audience, not to get the right place.

After the above steps, you need to export the data to xls:

Contextual advertising budget forecast_yandex7

And in order to make a forecast further, let's create a table in Excel.

Yandex.Direct offers average prices: set and written-off. In reality, the first is too high, and the second is too low. For practical use, we need to predict the cost more accurately. Therefore, we will divide our average price by 3.5 for each phrase:

Contextual advertising budget forecast_yandex8

Why exactly 3.5? This is an empirical number, we derived it using the experience of contextual advertising campaigns that had high traffic.

After that, you need to calculate the average click price for column I for the entire array. In addition, you need to take the frequency. It can be obtained using column D - "Number of impressions per month (forecast)".

Frequency 296 499
Average cost per click in rubles 25
Now let's calculate the number of visitors who will visit the page in one day. To do this, we will apply the formula:

Number of visitors = Frequency / 3 / 30 * 0.1, where:

30 – number of days in a month; 0.1 – CTR.

If you need queries with a wide coverage, you will most likely not be able to get a CTR higher than 10-14%.

This will happen because of the large number of unique queries. They are not easy to analyze even if the words are downvoted and the ads are modified. For such queries, the ads are not very precise and create non-targeted impressions.

3 is a cleaning coefficient that will help predict how the reach will decrease after some minus queries. This value is commonly used for many online stores that work on the principle of direct demand.

For example, if you need to create a campaign for Husquarna chainsaws. Moreover, do this for all possible queries that contain Husquarna chainsaws and extensions.

The cleaning coefficient will fluctuate depending on the number of "garbage" in the array, phrases in the base, and also depend on fluctuations in seasons, the market, etc. To calculate it more accurately, experience is needed.