Google contextual advertising in Montenegro

Contextual advertising in Montenegro

Montenegro is a small Balkan country with a population of 628 thousand people. It belongs to developing countries with a relatively small GDP for Europe – only $7686 per capita. However, this is offset by the fact that in recent decades Montenegro has recorded a significant increase in the economy, as well as the well-being of the local population.

The fact is that the country gained independence quite recently, in 2006. Immediately after this event, Montenegro received the status of a candidate for accession to the European Union, introduced the euro as the official currency and received a significant amount of investment due to this.

All this makes starting a business here very promising, and launching contextual advertising in Montenegro profitable and in demand.

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What to consider when setting up contextual advertising in Montenegro?

As in any country, successful preparation for launching a project in Internet marketing should include an analysis of the porters of the target audience, in combination with cultural, geographical and political factors that affect the organization of the business.

Let’s figure out what you need to consider if you want to set up Google Ads for Montenegro.

Local ad campaigns

The main industry of Montenegro’s economy in the last couple of decades is tourism. Accordingly, other business areas work more around tourism and provide services and goods to those who work with tourists.

With this model of the economy, local business is developing greatly, which has at its disposal one offline point or a small network of points in the city. In this case, foremost, you should pay attention to local Google Ads advertising campaigns. They allow you to show ads on Google Maps and other Google services if the user’s location is in proximity to the point of sale.

Link your Google My Business account to your Google Ads account. Monitor the content of Google My Business and ask customers to post reviews. The search engine automatically translates the user’s review into the language that is set in your potential client’s browser, thereby increasing the likelihood of an informed purchase from you.

Language targeting

The official language in Montenegro since 2007 is Montenegrin. However, only 22% of the local population consider it native. At the same time, 63% of Montenegrins consider Serbian as their mother tongue. Also in the country there is an impressive part of the population that speaks Albanian.

Keep this in mind when setting up language targeting for PPC ads. It may turn out that you run an advertisement in Montenegrin, but at the same time you miss out on a large part of the target audience. Therefore, for this country, we recommend launching an advertising campaign in at least two languages.

Important! For a PPC specialist, running a project in two languages is equivalent to running two separate advertising campaigns in terms of scope of work, and, accordingly, costs more. However, for Montenegro, running a project in multiple languages can play a crucial role in determining the success of a business model.

Cost of traffic from Google AdWords

Although the level of income of citizens in Montenegro is not very high, advertising here is quite expensive. Apparently, a large influx of tourists from richer countries is affecting.

In this regard, it is important to pay maximum attention to analytics when maintaining an advertising account in order to pay only targeted visits to the site.

From advertising tools, choose first:

  1. Advertising in search. It, as a rule, brings the most conversions, since the user’s need has already been formed. First, we launch a block of transactional requests, brand-model traffic, key phrases with the specified geolocation, and requests for competitors.
  2. Remarketing. Since a click on contextual advertising in Montenegro is quite expensive, you need to work with those users who visited the site but did not order anything. By showing them our ad, we can remind them of ourselves and increase the conversion of the site. In addition, clicking on remarketing ads is cheaper than advertising on search. It is most effective to collect different lists for remarketing in the context of different portraits of the target audience, separately for each stage of the sales funnel.
  3. Performance Max. This is a new automated ad format from Google. Its advantage is that it allows you to display ads on any sites and in any format within a single campaign. You enter the initial data – ad texts, landing pages, product photos, and Google does the rest for you.

But advertising for informational and general queries in Montenegro will most likely not be profitable – traffic is expensive here, and conversion for these keywords is quite low.

Cost of contextual advertising Google Ads in Montenegro

The total price of contextual advertising in Montenegro consists of investment in traffic from Google AdWords and the fee of a specialist who sets up the campaign. If you want to know the price of setting up an advertising campaign – leave a request on our website, we will contact you and provide a commercial offer.

If you are setting up Google Ads on your own, we recommend using the tutorials in the blog on our website and on the YouTube channel. It is also possible to receive individual training from our PPC specialist via video consultation.

To understand the approximate cost of traffic for contextual advertising, most often the cost per click of search advertising campaigns from the Keyword Planner is taken as the basis for calculation. Query types tend to take Brand-Model and Identified Need queries, as they give the highest conversion to a sale.

Below are Google Ads click rates in Montenegro for popular business categories:

  • appliance repair – $0.29
  • ventilation cleaning – $0.16
  • Plumber Call – $1.04
  • nail salon – $1.01
  • Dry cleaning of upholstered furniture – $0.73
  • permanent makeup – $0.88
  • dentist – $0.85
  • shelves for cats – $0.68
  • refrigerators – $0.54
  • Korean cosmetics – $0.59
  • pet food – $0.80
  • plant fertilizer – $1.01

Attention! The actual cost of going to the site depends on many parameters and may differ by +-40% from the forecast.

Peculiarities of online advertising market in Montenegro

Montenegro is sometimes called “Italy of the 70s”, noting the unhurried course of life and strong family values. High technologies and the latest innovations in the IT industry do not come to the country so quickly. Therefore, using contextual advertising in Montenegro, we can gain an advantage due to a market with relatively low competition.

Out of the total population of Montenegro, 477.3 thousand people are active Internet users. This corresponds to approximately 76% of the local population:

Percentage of Internet users among residents of Montenegro

The most popular search engine and almost absolute monopoly in Montenegro is Google. It is chosen by 98.09% of Montenegrins to search for the necessary information. Another 1.19% of locals trust Bing. The share of other search engines is so insignificant that it cannot compete with them:

Google market share search engines of Montenegro

This is interesting! The .me domain zone is assigned to Montenegro until 2023. It is important to note that it is very popular not only in this country, but throughout the world. In 2016 alone, over 1 million .me domains were registered! Keep this in mind when registering a domain for your project – perhaps many beautiful addresses for the site will already be taken.

Do you have any questions? Get expert advice.
Sergey Shevchenko Google Logist GoogleLogist
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