Thanks to new algorithms and more complete collection of information about users, contextual advertising is becoming more and more effective. What does this give an online clothing store? The ability to promote your products more efficiently and at lower financial costs.

Search advertising

Its efficiency is very high. Advertisements occupy the first four positions in the search results for keywords. This allows you to bypass competitors who are engaged only in SEO. But it leads to a rise in the cost of a click, especially in such a competitive environment as selling clothes via the Internet. Therefore, it is better for a beginner online store to focus on specific items, and not on entire groups.

Display Network

Contextual display networks (CDN) include a huge number of online platforms. Therefore, the advertising placed there is very effective. Product banners also appear on SERPs. Usually they are located in the upper right corner or under the search bar. It all depends on which site they are published on.

Why do we need CDN

They help to find warm and cold customers, as well as return those who have already visited the online store. But more on that later.

Google shopping

This is another SERP element that crowds out search results. It is located almost at the very top of the issuance page. Contains information about the site, product, price. Provides the opportunity to go to the product card on the promoted resource and place an order.

Is Google Shopping useful for an online clothing store?

Of course. It will show you what the product looks like. But on the other hand, it will be difficult to configure specific parameters. After all, there are countless models of dresses. One hundred percent hit on the target is possible only with very specific search queries.

Advertising on YouTube

The marketing component of this social network continues to evolve. There, you can set up the demonstration and rotation of videos so that they do not annoy those who want to buy clothes in an online store, or simply study the assortment.

For YouTube ads to make money, you need a quality video. But not all stores that provide the opportunity to buy clothes online can afford it. According to Google, in almost 70% of cases, users make a transition or search for products after watching videos that are relevant to them.

Remarketing

Let's return to the possibilities of contextual display networks (CDN). With the help of remarketing, you can return a lead that was lost at different stages of the path to conversion:

  • site visit,
  • product view,
  • adding to cart,
  • order without payment.

The essence of remarketing is that a potential client will be shown an advertisement for an online clothing store that he visited. And this is highly likely to encourage him to make a purchase.

What is the advantage of this contextual advertising? It allows you to work with hot leads. The cost of their conversion is only 30% of the cost of a regular click.

Dynamic Remarketing

It shows not just an advertisement for an online clothing store, but a banner with a product that the buyer has viewed. A click immediately transfers to his card or to where he stopped on the way to the order.

Google offers six types of banners that adapt to different platforms. Therefore, they look great on any devices and websites.

Western experience

Foreign sites are willing to get acquainted with new trends. They are interested in:

  • Increasing the cost of paid promotion channels. Most of all for contextual advertising.
  • Artificial intelligence. It is increasingly involved in determining the cost per click.
  • Programmatic advertising. Allows you to automate the purchase of advertising in different ways based on context.

The trend is omnichannel, voice search and audiences (targeting groups of people with specific parameters). That is, you need to broadcast from as many platforms as possible, adapt ads to voice requests, and better form a portrait of the target audience. After all, the keys are gradually fading into the past.