Post by moon125 on Nov 9, 2024 23:27:24 GMT -5
In 2024, contextual advertising continues to be one of the main tools for attracting target audiences for construction companies. However, the market situation requires precise adjustment of advertising campaigns and deep data analysis to justify investments. Let's consider the key trends.
1. Increase in cost per click and advertising budget
In 2024, the average cost per click in the shopify website design construction sector in Moscow and the region increased significantly. According to Yandex and research by advertising agencies, the average cost per click (CPC) for construction-related queries ranges from 100 to 350 rubles . In highly competitive segments, such as the construction of country houses or elite cottage villages, rates can reach 500-1000 rubles per click . This forces companies to carefully plan advertising budgets and pay great attention to efficiency analysis.
As of the end of 2023, the average cost per lead (CPL) in the construction industry can range from 4,000 to 15,000 rubles , depending on the type of service. For comparison, back in 2022, this figure was 20-30% lower . This increase is due not only to increased competition, but also to the increased cost of advertising tools and the need for more precise targeting.
2. Competition and influence of large players
Large construction companies and developers continue to dominate the market, which leads to serious competition at the level of rates in contextual advertising. Companies with large advertising budgets actively use not only search advertising, but also media campaigns in the Yandex Advertising Network (YAN), which allows them to capture the attention of a wide audience.
For small and medium-sized companies, this creates serious challenges: without a well-designed advertising strategy, the advertiser may face high costs with low conversion.
3. Changing user behavior
Users have become more demanding of the information they receive. Advertising should be as relevant as possible, and websites should be convenient and informative. Trust plays an important role: potential clients want to see real examples of work, reviews, transparent prices and stages of construction on the website.
4. Increasing role of mobile traffic
According to the latest data, more than 65-70% of traffic to Yandex Direct comes from mobile devices , and this figure continues to grow. In the construction industry, this is of great importance, since many users begin their search from mobile devices and then continue from computers or tablets. The need to adapt advertising campaigns and sites for mobile devices has become a mandatory requirement.
Difficulties and prospects of promotion through contextual advertising
Main difficulties:
High click rates . In order to occupy top positions in Yandex Direct, companies have to spend significant budgets. In some cases, this leads to disappointment: small and medium businesses cannot always compete with large players, which makes traditional campaign setup unprofitable.
1. Increase in cost per click and advertising budget
In 2024, the average cost per click in the shopify website design construction sector in Moscow and the region increased significantly. According to Yandex and research by advertising agencies, the average cost per click (CPC) for construction-related queries ranges from 100 to 350 rubles . In highly competitive segments, such as the construction of country houses or elite cottage villages, rates can reach 500-1000 rubles per click . This forces companies to carefully plan advertising budgets and pay great attention to efficiency analysis.
As of the end of 2023, the average cost per lead (CPL) in the construction industry can range from 4,000 to 15,000 rubles , depending on the type of service. For comparison, back in 2022, this figure was 20-30% lower . This increase is due not only to increased competition, but also to the increased cost of advertising tools and the need for more precise targeting.
2. Competition and influence of large players
Large construction companies and developers continue to dominate the market, which leads to serious competition at the level of rates in contextual advertising. Companies with large advertising budgets actively use not only search advertising, but also media campaigns in the Yandex Advertising Network (YAN), which allows them to capture the attention of a wide audience.
For small and medium-sized companies, this creates serious challenges: without a well-designed advertising strategy, the advertiser may face high costs with low conversion.
3. Changing user behavior
Users have become more demanding of the information they receive. Advertising should be as relevant as possible, and websites should be convenient and informative. Trust plays an important role: potential clients want to see real examples of work, reviews, transparent prices and stages of construction on the website.
4. Increasing role of mobile traffic
According to the latest data, more than 65-70% of traffic to Yandex Direct comes from mobile devices , and this figure continues to grow. In the construction industry, this is of great importance, since many users begin their search from mobile devices and then continue from computers or tablets. The need to adapt advertising campaigns and sites for mobile devices has become a mandatory requirement.
Difficulties and prospects of promotion through contextual advertising
Main difficulties:
High click rates . In order to occupy top positions in Yandex Direct, companies have to spend significant budgets. In some cases, this leads to disappointment: small and medium businesses cannot always compete with large players, which makes traditional campaign setup unprofitable.