When contextual advertising doesn’t work

Many believe that launching a contextual advertising campaign for an online store and spending a certain amount on it will significantly increase sales from the site in a short time. This can happen, but not always…

Contextual advertising will not meet your expectations if a new product is being promoted. It is unlikely that consumers are aware of the existence of a new item. And even if they accidentally land on your site, the likelihood of them becoming potential buyers is low.

Contextual advertising is useless if your product is related to a specific season. A buyer will not actively search for a product in winter if it is needed in summer.

If the potential buyer of your product belongs to a group of people who cannot even operate a computer, it is not worth spending on an advertising campaign. To promote the product, use other types of advertising.

Sometimes contextual advertising can be effective, but the website that the visitor lands on does not meet specific requirements. Ideally, when clicking on an ad with contextual advertising, the visitor should reach a landing page where a detailed description of the product and its comparative characteristics are located. The landing page must contain a call to action. It doesn’t matter where it is located: at the top of the site, in the sidebar, or in the footer. The important thing is that it should be bright and noticeable. The headline and content of the landing page should reflect the main idea of the contextual ad. If your site does not have a landing page, it’s better not to order contextual advertising. It will be useless.