Non-standard goals of advertising campaigns

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Our client works with a product that has a complex decision-making cycle. That's why we looked for "indirect entry points" for advertising campaigns: through related products, installation services. We launched informational advertising campaigns that lead to a portal about repairs and construction and help convert unformed demand.

Such goals are not typical for a regular online store. As a rule, to launch advertising, it is enough to collect commercial queries ("buy a refrigerator"), write negative words ("used, avito, listen, download") and add a link to the product card or category page.

Example of advertising for the query "buy a refrigerator". We found algeria consumer email list 40 ads in Yandex:


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Now let's see if there are any informational advertising campaigns for refrigerators. For the query "how to store frozen berries" Yandex does not give a single target online store or manufacturer:


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This means that in many niches there is a layer of formed demand. Accordingly, “training the client” and working with unformed demand are not typical goals for contextual advertising.