Retargeting targeted at blog readers

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Many companies have blogs where they share news, analyze cases, and so on. Usually, this is a content marketing technique used to attract new visitors with useful information. However, contextual advertising can be directed to a blog by launching retargeting to an audience consisting of its readers.

Blog visitors have almost completed the funnel – yes, they are not yet ready to leave a request, but they are already interested in the product or company if they read its materials. Of course, among them there may also be non-customers, but rather competitors-specialists for whom the published information is useful. But singapore number phone let's focus on potential consumers for now.

So, what needs to be done .

Analyze traffic statistics to assess which publication topics are of greatest interest to blog readers. It is worth relying not only on the dry number of views, but also on the level of article views and the time the user spent on the page.

Create audience segments for the most popular blog topics in Yandex.Metrica or Google Analytics.

Then create (if you haven't already) landing pages with offers on the topic of each of these sections. For example, if articles on the topic of expertise are popular in the blog, then you can show their readers a page with an offer of SEO audit.

Launch an advertising campaign with ads for each audience segment, promoting the corresponding landing pages. For convenience, these messages can be divided into groups, in accordance with the classification of visitors.

Well, then you just need to analyze which topic the audience is most active on and leaves the most requests, and also calculate the cost of the request.

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At first glance it seems simple, but there are some nuances :

The blog should be targeted at advertising professionals or entrepreneurs. Blog retargeting will not be successful if the posts are aimed at beginners.

The blog must have a certain number of readers - at least 500 per day. Low traffic will not allow you to gather a wide audience.

If you run ads based on search queries, you can increase the highest cost per click for your ad for your blog readers.

In this case, you can raise the bid because such users are already familiar with your company and are most likely below those who are encountering advertising for this brand for the first time.

Increase rates gradually, for example, by 20%. After you raise them for the first time, do not rush to make a new adjustment. Wait and analyze the effectiveness of such advertising. If the indicators are not high, raise them by the same amount again and also evaluate the result.v