Don't underestimate the importance of mid- and low-frequency queries

[subornaakter20]

Remember that the level of competition is always higher for high-frequency queries, as is the price per click. Therefore, always use both mid-frequency and low-frequency queries. The click there is cheaper, and you will cover the target audience with them.

Here are some examples of different types of queries:

Low frequency phrase Mid-frequency phrase High frequency phrase
Children's School of Arts named after professors edu email addresses Sviridov Saint Petersburg website

website of the art school in St. Petersburg

School of Arts

buy six-string guitar cheap online store

buy a six-string guitar

six string guitar

Track negative keywords and use them
You will find negative keywords in the search query reports. As soon as you see new ones, include them in the campaign. What will this give you? The ad will not pop up for irrelevant queries. The CTR indicator will increase, and the cost per click will fall.

Think about the geography of impressions and indicate it in the settings
Here you should understand that if you set a goal to cover the entire territory of Russia with advertising, then one campaign will not be enough. You will have to create them separately for Moscow, St. Petersburg and a few more for other regions.

The highest level of competition at auctions is, of course, in Moscow. It is easy to find out the price per click - check, and you will see that advertisers themselves raise rates in order to attract the target audience. Therefore, if you create one campaign for the whole of Russia, then in the regions the rates and prices may be the same as in the capital. It is not a fact that the actual price per click will be the same as in Moscow, but the advertiser, knowing the capital's prices, will inevitably set higher rates and at the same time heat up the situation at the regional auction with his own hands.

Display your ad both at night and on weekends
It makes sense not to turn off impressions at night and on weekends. Think about it, because at night the fight at the auction dies down. Try to find out the price per click and see if it has fallen. After all, the number of competitors at this time decreases. And if you don’t need to interact with a manager on your site to leave a request, then advertise at night and on weekends.