Contextual advertising from google, how to set it up correctly?

Question

contextual advertising

Good afternoon, how to correctly set up contextual advertising correctly so that there are real customers. What keys to use? In general, I need an understanding if there are suitable resources for studying, then I will be VERY glad for help.

Answer 1

In contextual advertising, the main trend now is to make a campaign pay for conversions. In this case, you pay for targeted actions on the site and theoretically cannot be a loser, because in most cases these are real customers.
Here on Google, the easiest way is to create a smart campaign, use what you advertise as keys, choose a goal for yourself (here you need to include all significant actions on the site: clicks on the phone, instant messengers, online chat, sending forms, etc. ). Of course, google analytics must be linked to an ad account.
You can also select a smart target if the site is visited and the system can do it.
Next, just set the cost per conversion and go. There will be either real conversions, or advertising simply will not appear, but the budget will not go to waste.
This is the easiest way to somehow tie ads to user actions.
And the system itself filters out the wrong audience, left sites, time and number of impressions to the user, his behavioral factors, etc.
If you just set up a campaign (especially in kms), then there can be a lot of clicks, but zero sense.
And so at least some conversions will be for your money.
And a smart campaign is set up in 30 minutes by the owner himself without special skills in working with advertising.
The main problems:
1) few conversions on the site itself - not an interesting enough offer, a bad or incomprehensible site, few conversion elements, analytics are not configured, there is no collection of conversions at all.
2) the transfer of conversions to advertising does not work well, this happens, there in google the connection with advertising is generally disgusting, unlike Yandex, where everything is transparent.
3) you need to spend a decent budget for the system to somehow learn and then understand whether there is a return from smart campaigns or not.
All IMHO.