Why the client is not just e-commerce

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Contextual advertising for a complex product: setup and launch
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Contextual advertising for a complex product: setup and launch
Completo Editorial
Completo Editorial
April 18, 2018
Content
Client Features

Objectives of contextual advertising
Contextual advertising platforms
Working with semantics
Working with advertising campaigns
Result
The main thing in contextual advertising for companies with dealers
How to set up contextual advertising for a company with a complex algeria consumer email list sales model, non-standard goals and expensive products that customers know almost nothing about? If you are launching contextual advertising for standard e-commerce with well-established business processes, this article is not for you.

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Client Features
In standard e-commerce, the process of receiving and processing an order is centralized. But our client, a siding manufacturer, has 232 dealer points of sale in 20 regions of Russia. Because of this, bottlenecks appear in lead generation:

Dealer work: different quality of managers' work and management's attitude to sales
Purchase process: the user most often does not limit himself to an application from the website, but comes to the dealership to look at the product and get advice
Seasonality of demand, which varies by region

In such conditions, setting up any marketing tool (including contextual advertising) turns into a quest. Here it is impossible to limit yourself to lead generation with a focus on CPO, CTR and ROI. Many goals arise (not only “shipments”), more complex funnels are built. The structure of advertising campaigns becomes more complex.