Focus on mobile devices
Requests from them are constantly growing. Especially if the search includes the word "nearby" (a salon near home, a cafe near work, etc.). Their number is growing by almost 125% annually. It is logical to assume that launching contextual advertising on mobile devices can be profitable. Of course, you first need to optimize the site for mobile users, make sure that the information loads quickly, and then direct your budget to such promotion.
What else can be done:
Place extensions in ads.
Use motivating verbs to make quick decisions.
Add special offers to ads - for example, a discount, promotion, etc.
Strengthen the call and motivation to take action
You need to work hard to convince job seekers data package potential customers that the site you are offering them is the best for the product or service they are looking for. To do this, you need to:
Add active verbs to your ads to make them more attractive (buy, book, compare, etc.).
Focus on effective keywords in your ad text.
Conduct A/B testing of ads, landing pages, and strategies more often.
AB testing
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Adaptation of search ads
The development of contextual advertising cannot be done without testing. There may be mistakes on the way to achieving the goal. Google and Yandex can help with built-in automation tools, which will reduce testing costs. With the help of adaptive search advertising, you can add a certain number of titles and descriptions to one ad, and the platform will independently test various combinations. After a certain number of tests, the algorithms will stop at the most optimal combinations for display to those interested.
Brand promotion and low-frequency keywords
Branded queries are not so expensive per click, but low-frequency keywords have a fairly high conversion. Of course, this method is not for constant use. There is no work with the upper sales funnel at all, which means that there will come a time when the words of the lower funnel will not hold the traffic volume at the same level.
Using Ad Extensions
This way, you can get more attention from the target audience and make everything more visual and informative. They use the extension for promotion, adding information about holiday promotions ("New Year", "Black Friday"), as well as addresses, phone numbers and other details. According to Google statistics, ad extensions can increase CTR up to 15%.