Estonia is a small country in Northern Europe with a population of 1.33 million and a GDP per capita of $41,892, which is the 39th largest in the world. In addition, the country is part of the European Union, with clear laws and comfortable conditions for doing business.
This makes the opening of a new line of business in this country very promising, and contextual advertising in Estonia is quite profitable and profitable.
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Peculiarities of setting up contextual advertising in Estonia
Like for any country, before setting up contextual advertising in Estonia, you need to familiarize yourself with the cultural and business features that should be considered for doing business in this country.
Language targeting
A significant Russian-speaking minority lives in Estonia, whose share in the total population of the country is 24%. In addition, due to its favorable geographical location and access to the Baltic Sea, many trade routes cross in Estonia, cruise ships and ferries with tourists from neighboring Sweden, Finland and other Scandinavian countries regularly arrive.
When setting up Google Ads for Estonia, you should take this fact into account. If among your clients there are people who speak Russian or one of the Scandinavian languages, it is important to include them in the scope of your advertising campaign.
Attention! For a contextual advertising specialist, setting up an advertising account in two languages is equivalent to running two separate campaigns. This is due to the fact that for each language you need to collect your own keywords, write ad texts, make a list of negative keywords and select your target audience. This fact affects the cost of services, which will be much more expensive in multilingual projects.
Location targeting
A third of the total population of Estonia lives in the capital, Tallinn. 434 thousand people live in this city. In addition, every day, a large proportion of people from the surrounding suburbs and villages come to the offices and business centers of the Estonian capital for work and business.
Thus, when targeting by location, the main focus in most cases will need to be on Tallinn and the nearest radius around. At the same time, take into account the pendulum migration during the day, when a person, being in the capital of the country, can look for a hairdresser or clinic, which is located in the suburbs 20-40 kilometers away.
Local ad campaigns
In the arsenal of Google AdWords advertising tools, local advertising occupies a special place. And for Estonia it is especially relevant. Since the country is quite compact, the business format “at home” is very popular here.
If locals look for a beauty salon or laundry on the map, then hotels, cafes, restaurants and museums will be especially in demand for numerous tourists visiting this country every year.
By setting up local contextual advertising, you can show your ads on Google Maps or just on the search results page if the user is in the nearest radius from your outlet.
Cost of contextual advertising Google Ads in Estonia
The price of contextual advertising in Estonia directly depends on the cost of a click. It, in turn, is formed based on the income level of the population, the level of competition in the subject, the marginality of the product.
For example, here are the prices per click in popular niches for Estonia as of 2022:
- washing machine repair – $0.94;
- ventilation cleaning – $1.30;
- Plumbing services – $1.05;
- manicure – $0.56;
- carpet cleaning – $1.18;
- permanent makeup – $0.68;
- dentist – $0.88;
- refrigerators – $0.99;
- Korean cosmetics – $0.90;
- dog food – $1.06;
- fertilizer for flowers – $0.69.
Using this data, you can go to the Google advertising calculator in the menu of our site and calculate the approximate payback for your project.
If you need our help in setting up and maintaining your advertising account, leave a request on the site. After a short communication, we will be able to recommend a package of services and send you a commercial offer, which will include a list of works carried out by our specialists and the main growth points for the project.
Google share of total search traffic from Estonia
The search engine market in Estonia is dominated by Google. It is used by Google – 96.42% of Estonians. In addition to Google, Bing (1.97%) and Yandex (0.32%) are also popular among locals, but their shares are not comparable to the number one search engine in the world.
This gives us the opportunity to claim that by displaying ads to Google visitors, we get the maximum reach among users from Estonia. Among them, you can definitely choose the right target audience and get effective demand.
