Thursday, January 18, 2007

Теория и практика покупки одноцентового контекстного трафа в АдВордсах.


Помниться, я писал уже про практику покупки одноцентового трафа у Гугла по контексту. Если не ошибаюсь, это было в СВРУС. Так как это не СВРУС, и многие меня не знают лично, то я, в качестве доказательства выложил скриншот собвтвенной кампании с 1 января по 17 для одного непринципиального (по крайней мере, на данный момент) сайта.

Я специально ничего не стал скрывать, чтобы вы не только могли видеть все (текст, кейворды, данные), но, желательно, ради эксперимента сделали подобную же рекламу возможно на те же кейворды, чтобы убедиться в том, что это работает.

К сожалению, я не дружу с Фотожопой, поэтому скриншот вышел корявый. На всякий случай – дублирую.

Было 650 кликов, 21,608 показов, CTR – 3%, цена за клик - $0.01, общие затраты - $6.50, average position – 3.8. Весь трафик контекстный. Рекламу и кейворды вы видите сами.

Значит, первое – почему такое ВООБЩЕ ВОЗМОЖНО. Если вы знаете алгоритм Гугла, то он заточен не под максимальный бид, а под общее количество денег, которое зарабатывает Гугл (это детский сад, не буду разжевывать – если просто, то чем выше CTR твоей рекламы, тем меньше тебе можно платить за бид. Есть еще бурда про Quality Score, но пока я видел, что она действует на поисковую рекламу, но не контекстную.)

Я нигде не видел «официального» среднего CTR по АдВордсам, но занимаясь АдВордсами давно и имея доступ к данным многих людей, я вижу, что средний поисковый CTR где то между процентом и двумя, а контекстный – около 0.25%

Другими словами, Гуглу выгодней показывать мою одноцентвовую рекламу с CTR в 3% (30 центов с 1000 показов), чем десятицентовую рекламу с CTR в 0.25% (25 центов с 1000 показов).

Тут все понятно, да? Значит задача такая – максимально высокий CTR, что при контексте достичь очень и очень сложно. CTR рекламы зависит от многих факторов. Сам текст рекламы – это полностью контролируется вами. Позиция (тут идет обратный фидбэк – лучше позиция, выше CTR, выше CTR – лучше позиция), позиция определяется ценой и CTR. Количество конкурентов (СИЛЬНО ВЛИЯЕТ). И (что многие не знают) – ДЛИННА КЕЙВОРД ЛИСТА.

Многие АдВордисты понимают, что длинна кейворд листа – значительное преимущество. Если вы бидите на 17 популярных кейвордов, а я на длинный хвост из 1500 словосочетаний, то у вас нет никаких шансов против меня. Я буду покупать больше трафа и в несколько раз дешевле, чем вы. Кстати, длиннохвост и конвертиться лучше.

Но, на практике, длинный кейвордлист, который хорошо работает на поиск, настоящее проклятие для дешевого контекста. Например, у меня на эккаунте есть две кампании, в одной более 1800 кейвордов, в другой более 1500. CTR первой – 0.08%, CTR второй – 0.06%.

При покупке одноцентового трафика, длинный кейворд лист наказывает вас. Происходит это по простой причине (недоработка Гугла). Гугл решает все, основываясь по цифрам по всей кампании, а не кейвордсам. Другими словами, у вас может быть 1 кейворд с высоким CTR и 10 кейвордов с плохим, и СРЕДНИЕ цифры будут очень плохими, таким образом, даже хороший кейворд будет наказан, как часть неудачной кампании.

Вылечить это можно только одним способом – разносить разные кейворды по разным кампаниям, тогда плохие кампании не будут влиять на хорошие. Об этом Пери Маршал писал еще четыре года назад и это до сих пор актуально. Именно поэтому даже динамические кейворды в многотысячном листе часто плохо работают.

Теперь, когда я все разжевал, про CTR, следущий вопрос – кейворды. Для поисковой рекламы вам нужны как можно более популярные кейворды. Для одноцентового контекста – как раз наоборот. Вам нужны не шибко популярные (в плане бидов), но часто встречающиеся кейворды по теме.

Если у вас есть мозги, то найти оные не сложно. Например (я работаю с софтом), на CNET есть более 100000 названий программ, большей частью никому не известных. Плюс, версии оных. Плюс ключевые фразы с review, download, и т.п. И хотя никто эти программы уже не ищет, остались тысячи страниц тысяч файлопомоек, где эти кейворды присутсвсвуют, и где может быть показана ваша одноцентовая реклама невинной жертве.

Итак, смысл одноцентового контекста тоже должен быть ясен. Теперь про качество одноцентового трафа. Если коротко – то качество плохое. Или достаточно плохое. Во всяком случае, ниже среднего.

Если взять конкретно данную кампанию, и сравнить по Гугловской аналитике, то картина вырисовывается примерно такая.

Аналитика признала 631 юзера (аналитика чуток остает, поэтому и разница между 650 и 631). Одноцентовики в среднем смотрят 1.54 страницы (для органического трафа с гугла этот показатель 2.0, средний по сайту 3.34, для директов – 5.92, что и понятно).

Повторников среди одноцентовиков – 5% (кстати, чуть выше, чем Гугловских ограников). Средний показатель повторников для сайта – 13%. Кстати, ограника с Яху дает 30% повторников, но то, что Яховский трафик лучше Гугловского в несколько раз ни для кого не должно быть новостью (разве что вы вчера родились).

По country of origin. Поначалу у меня были проблемы с бразильцами, хотя Бразилию я не включал в список. После того, как эта проблема вылечилась, статистика такая (из 631) – 161 человек USA, 80 – Japan, 55 – Canada, 48 – Germany, 45 – UK, 43 – Italy, короче, тут все прилично.

В общем, если коротко, резюме:

  1. Можно покупать одноцентовый трафик у Гугла
  2. Чтобы это делать, придется потрудиться, для некоторых ниш (АдСенса, например), мне так и не удалось покупать одноцентовиков
  3. Трафик фиговый, но уж слишком дешевый, что бы его игнорировать.
  4. Трафик лучше затачивать не на продажи, а на создание контента или что-то в этом роде (надо будет посмотреть, насколько хорошо одноцентовики подписываются на e-mail листы)

Вообще, технология одноцентовиков может пригодиться для людей, которые создают тематические порталы, и кому нужен дешевый способ нагнать мясо на сайт.

P.S. В качестве бонуса для тех, кто дочитал до конца – Дмитрий Бычков раздает стодолларовые купюры.

100 Comments:

Anonymous Anonymous said...

Спасибо, Дмитрий. Твои данные пришлись к месту. Как раз собирался покупать Adwords с контентной сети и думал о точке, с которой можно начать эксперименты.

Дим, когда-то экспериментировал с таким трафиком. Но получилось, что Google стал сливать значительную часть посетителей со своих киберсквоченных доменов и трафик этот был совершенно пустой. Ты знаешь, как отключить такой трафик через панель Adwords?

2:35 AM  
Blogger UncommonBusiness said...

Идешь в Campaign. Там у тебя бюджет, Campaing Settings, Negative Keywords и Excluded Sites. Вот туда и добавляешь.
Прямая ссылка
https://adwords.google.com/select/CampaignSiteExclusion?
где после знака вопроса ID кампании.

2:52 AM  
Blogger UncommonBusiness said...

Кстати, можно сделать и ровно обратное - начать Site Targeted кампанию, где показывается реклама только на сайтах, которые ты вам включил в список.

Но то, что контекстный трафик фиговый - это точно. Поэтому надо и минимизировать затраты. Даже если 50% траффика - фрод, то за 1 цент это абсолютно нормально.

3:02 AM  
Anonymous Anonymous said...

Когда я увидел ваш CTR в три процента для контентной сети, чуть глаза на лоб не вылезли :) Пост просто супер, спасибо! Будет замечательно, если вы напишете еще о рекламе в Adwords.

3:02 AM  
Blogger UncommonBusiness said...

Да, Алексей, это очень высокий CTR для контекста, но я хочу обратить внимание, что это не результат моего маркетингового гения, это результат отбора. Как я уже писал, лепить кампании с CTR в 0.06% я тоже умею.

3:05 AM  
Anonymous Anonymous said...

Дим, ты пишешь: "для директов – 5.92". Кто такие директы? Прямой форвардинг с доров? ;-)

И ещё. Как влияет на конверт длинный кейвордлист для поискового трафика понятно. Но какая связь между длинным кейвордлистом и контекстом? Обычно на странице очень много слов и смысла в длинном списке фраз быть не должно. Или это не так?

Например, берём фразу DVD Cloner. Количество страниц в Google для DVD Cloner, DVD Cloner Review, free dvd cloner, download dvd cloner практически одинаковое. То есть уточнение фразы ничего не меняет в количестве страниц для показа.

Может Google считает, что более длинная фраза из листа кейвордов более релевантна? Или что-то ещё?

3:36 AM  
Blogger Nikolay Kuznetsov said...

Думаю можно не заморачиваться вымучиванием CTR... траффика может оказаться столько, что и текущего объявления достаточно.. ну можно еще поэксперементировать для очистки совести.

Однако следует учитывать, что сейчас в качестве рефлексии куча народу будет бидиться по 1 центу, показов не будет будут ставить под 2 (в среднем получается 1.5), т.е. это постоянства не будет :)

да, и фармацевтика в 1 центовый траффике отсуствует :)

3:39 AM  
Anonymous Anonymous said...

Спасибо! Подправил свои компании. Будем посмотреть на результат...

3:51 AM  
Blogger UncommonBusiness said...

Директ - это люди, которые приходят прямо на сайт, либо вбивая домен, либо по букмаркам.

По поводу твоего примера с DVD Cloner, DVD Cloner Review, free dvd cloner, download dvd cloner. Я не пытаюсь предсказать Гугл - я смотрю на результаты. Количество страниц в Гугле с конкретным кейвордом ничего тебе на скажет про CTR

3:54 AM  
Blogger Rip The Spam said...

У меня такой вопрос. Насколько хороши такие адвордсы, как "404 not found, file not found, wnaspi32 dll not found"?

Есть ли практика их использования (я в этом деле нооовый.. =)?

4:21 AM  
Blogger UncommonBusiness said...

Попробуй, я не знаю.

5:29 AM  
Blogger Nikolay Kuznetsov said...

404 not found, file not found, wnaspi32 dll not found"

адвордсы или ключевики?
Если ключевики, то учитывайте, что по ТОС ставить адсенс на обработчики ошибок запрещено, это конечно не значит, что там их нет. во всяких CMS ставят обычно в шаблон который на все случаи жизни...

6:24 AM  
Anonymous Anonymous said...

Отличная аналитическая статья. Многое мне еще не понятно даже на уровне терминов. Всего месяц как узнал о адсенс и адворс. За месяц накапало всего $8 и то со старого почти заброшенного сайта... Лиха беда начало, но удручает что с двух англомовных голяк. Народ идет, а не тыкает...

***Молодец Дмитрий, превращать сайты в активы это круто.

***Колоссы как в своё время Битлз меняют в словах буквы и придумывает новые: Adsense, Adwords. aStore у Amazon...

9:54 AM  
Blogger lovermann said...

This comment has been removed by a blog administrator.

2:37 PM  
Anonymous Anonymous said...

Отличный пост!
Особенно полезна информация, что "длинный кейворд лист наказывает вас". Я вот только не понял, неужели это актуально только "для дешевого контекста"? Или все таки это стоит учитывать во всех кампаниях?

11:15 AM  
Blogger UncommonBusiness said...

Дело в том, Павел, что если ты хочешь покупать одноцентовый траффик, то единственный способ - высокий CTR. Без этого Гугл просто не будет показывать твою рекламу за один цент. Но если ты покупаешь траф за 20-30 центов за клик, то это уже менее критично.

12:52 AM  
Anonymous Anonymous said...

Но все таки вопрос критичен? Если небольшая группа фраз имеет CTR в районе 5%, а из-за длинного кейворд листа CTR кампании в районе 1%, то вынос этиф фраз в отдельную кампанию может дать больший качественный трафик за меньшие деньги. Или я в чем-то не прав?

2:49 AM  
Blogger UncommonBusiness said...

Нет, все именно так.

8:32 AM  
Anonymous Anonymous said...

Quality Score считается для каждого киворда отдельно и низкий ctr одних кивордов не влияет на другие. Вынос кивордов с высоким ЦТР в отдельную кампанию ничего не даст. Это нонсенс.

5:32 AM  
Anonymous Anonymous said...

Сейчас глянул в руководство. Похоже, описанное Дмитрием для рекламы в поиске не актуально. Указывается следующая формула: "Показатель качества = (рейтинг кликов ключевого слова, релевантность текста объявления, релевантность ключевого слова, релевантность целевой страницы)*".
А вот для контекста сказано следующее: "В содержательной сети мы не используем показатель качества для ключевых слов, чтобы устанавливать минимальные цены за клик (CPC), рассчитываемые с учетом качества. Вместо этого мы оцениваем все ключевые слова в группе объявлений и распределяем объявления по страницам в содержательной сети. Однако мы используем показатель качества для ключевых слов, чтобы определять рейтинги объявлений и их позиции на содержательных страницах. Показатель качества для ключевых слов определяется на основе релевантности объявления и ключевых слов для содержательного сайта, статистики эффективности объявления на данном и похожих сайтах, а также качества целевой страницы объявления."

8:59 AM  
Anonymous Anonymous said...

Дмитрий, Вы у меня не сходите с рекламных подборок жмейла. :)

Это тоже результат Адвордсов или произвольные действия гугла (в чем я сомневаюсь)?

Кто еще его видел у себя на жмейле?

7:31 AM  
Blogger UncommonBusiness said...

Quality score относится к Landing Page.

6:03 AM  
Blogger Dmitry said...

у меня не показывает импрешины/клики для чисто контентной компании раздельно по каждому ключевику, показывает только общее количество.
Как тогда вычисльить тот самый ключевик по которому максиму прет?

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