Bulgaria is a European country located on the Black Sea coast with a population of 6.92 million people. Bulgaria’s GDP is $25,471, which corresponds to the 55th place in the world. The country is part of the European Union, which means that doing business here is carried out according to clear and comfortable rules regulated by European law.
All this makes the opening of new companies in this country very promising, and contextual advertising in Bulgaria is a profitable investment in the future business development.
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What to consider when setting up contextual advertising in Bulgaria?
When launching projects in digital marketing and setting up Google Ads in Bulgaria, it is important to take into account not only the behavior of the target audience, but also the general characteristics of this country. Let’s get acquainted with the most important of them.
Language targeting
Although Bulgarian is the official state language in Bulgaria, approximately 80% of the local population speaks it at home. Turkish is widely spoken in the country, spoken by about 14% of the local population, especially in the border regions with Turkey, where a large proportion of ethnic Turks live.
A large percentage of Turks and among the 12 million tourists visiting the country every year:
Thus, when setting up Google Ads for Bulgaria for some topics, it makes sense to make another campaign for the Turkish language.
A large percentage of tourists travel to the country, also from Romania, Greece, Germany. So, if your business is designed for tourists, and they are your target audience, you can set up language targeting for them.
But from countries where they speak Russian, relatively few tourists come to Bulgaria, contrary to popular belief. Although many ethnic Bulgarians (especially the older generation) can understand this language.
Attention! Setting up an advertising campaign in two languages for a contextologist is equivalent to running two separate projects in contextual advertising. This is due to the fact that for each language you need to collect your own database of keywords, divide them into groups, focus on a different target audience. This fact also affects the cost of the project.
Location targeting
Before launching a project, it is important to take into account the points of the greatest concentration of people in order to develop a separate advertising strategy for them. For Bulgaria, these are the capital of the country, Sofia, with its population of 1.19 million people, as well as the coastal zone, where the large seaports of Varna and Burgas are located. In addition, many traffic flows pass along the Danube River, on which the largest port of Vidin is located.
You can target your ad impressions on such hubs, having previously selected your target audience from the general mass of people using targeting by age, gender, income level, browser language, interests.
For Sofia, when setting up geotargeting, it is important to take into account the pendulum migration from neighboring towns, which occurs during weekdays and weekends. Thus, a user on the weekend while in the city of Bankya can look for a beauty salon in the center of Sofia with plans to visit it on Monday.
Ad cost
Compared to more developed European countries, the cost per click in Bulgaria is relatively low. This allows us to get more targeted traffic to the site for the same budgets.
For example, after setting up a basic search ad campaign, consider banner ads on the Google Display Network. Click here is even cheaper. Due to this, it is possible to significantly expand the reach of the target audience. The percentage of conversions from such advertising will be lower, however, due to wide coverage, you can introduce the audience to a new product, for example, and increase brand awareness.
It is important to initially develop the structure of an advertising account in such a way that it is possible to control the cost of a click, lead, sale for each individual category of goods or services. This approach will allow you to reduce the cost of conversion and significantly increase your profits.
Cost of contextual advertising Google Ads for Bulgaria
The cost of contextual advertising in Bulgaria is affected by the cost of the work of a specialist or team. If you maintain an account yourself, you can use our materials for free on the YouTube channel and in the blog on the site.
The price of the work will depend on the package of services you choose:
- For online stores, we offer a 1-month campaign setup package. It includes setting up Google Shopping product ads, as well as Google’s new Performance Max ad format.
- For any other projects, a comprehensive 3-month service package is available. It includes search ad campaigns, display ads, video ads, and display and search remarketing.
The second factor that affects the price of contextual advertising in Bulgaria will be the cost per click in search advertising campaigns from the Google AdWords Keyword Planner. It directly depends on the level of income of the population in the country, the marginality of the business, the level of competition, and the quality of setting up your project.
Below is CPC for popular business areas in Bulgaria:
- washing machine repair – $0.73;
- Plumbing services – $0.99;
- beauty salons (manicure) – $0.49;
- carpet cleaning – $0.79;
- permanent makeup – $0.34;
- dentist – $0.56;
- refrigerators – $0.47;
- Korean cosmetics – $0.61;
- shelves for cats – $0.34;
- dog food – $0.53;
- fertilizer for flowers – $0.24.
Peculiarities of the online advertising market in Bulgaria
In Bulgaria, it is not customary to answer “I don’t know” in response to a question. Therefore, be careful when collecting product feedback and during marketing research, it may turn out that the answers received will be untruthful.
Among the total population of Bulgaria, 4.91 million people are active Internet users. This corresponds to 71% of the country’s inhabitants, which is a fairly good indicator:
The second most popular site in the country is YouTube. This allows you to focus not only on advertising on search when promoting your business, but also to use the most popular video hosting in the world in your campaigns.
In Bulgaria, the OLX bulletin board is very popular. In terms of demand among Bulgarians, it even outstripped the social network Facebook. You can use ads on OLX to promote products or services.
The most popular search engine in Bulgaria is Google – it is used by 96.69% of local residents. All the competitors of this search engine are far behind – Bing, which occupies the second place, receives only 2.43% of the traffic, the rest – even less:
