As we found out in the beginning of this article: search engine promotion is a type of Internet advertising. If you open any textbook on marketing, you can predict the effectiveness of any advertising by its properties:
1 Coverage a property of advertising, which shows how much of the audience we can bring the advertising message, how many people will be able to interact with it. For example: if it is an advertisement in the elevator of an apartment building, the coverage of the advertising message will be a few hundred people who use this elevator, and if the ad was broadcast on the central TV channel in prime time, its coverage can reach several million people.
2 Affinity is a qualitative measure of the concentration of the target audience within the audience that the ad is reaching. For example, if you make an ad for sale on the Lawyer’s Day and place it in the courthouse, the concentration of the target audience will be very high, because 90% of court employees (except janitors and cleaners) have legal education, and the main visitors lawyers, lawyers, prosecutors and police.
Accordingly, if the same ad is placed in a kindergarten building, the probability of “”hitting the CA”” is also possible, as some of the parents who pick up their children may have a legal education, but the concentration of such an audience will be very low, hence the low affinity.
3 Relevancy is the fit of the advertising message with the expectations of the audience. What do we mean: If we show the audience with low or average income advertising some luxury product, the effectiveness of this advertising is likely to be low. Because despite the merits of the product, it will not meet the expectations of this target group because of its high cost.
I think that’s enough theory!