What does contextual advertising mean? Contextual advertising is a guide for beginners. Types of contextual advertising: text, banner and video advertising

Once upon a time a man hunted for goods. In the world of modern technology, a product is intensely hunting for a person.

The statement seems to be out of touch with reality pun only to those people who have never looked for information on the Internet. Active netizens constantly notice that their requests are remembered in the system, and on websites, helpful advertising tempts them to buy them. To some, this may seem like an invasion of personal space, but the fact remains - we are all in the power of a daring and "spy", but still so appropriate.

In order for the visitor to click on the ad, that is, to have a desire to follow the link to more detailed information on the site, the advertisement must, firstly, come to the place, and secondly, visually entice a potential buyer. Consider different kinds and the types of contextual advertising that should meet these challenges.

Types of contextual advertising: text, banner and video advertising

Appears to the user either completely as an image or as a picture with text. There are static, animated and interactive banners. The latter, as the most intricate ones, offer the user to perform some action with the banner (for example, click on a certain place, solve a problem, etc.).

Types of contextual advertising: search, thematic, social media advertising

Such ads are always marked "advertising" and match the user's request word for word. The money for its placement goes undividedly to the account of search engines (Yandex, Google, Begun).

In the second case, the lasting "train" from all previous user requests is reflected in the subject of ads on the resource. For example, if you were interested in building materials, and now you are reading an article about clothes, then be prepared to see advertising there for the repair and decoration of apartments.

This interest tracking is only possible if you remain within the same search engine. For example, if you watched something on Google, and then opened Yandex, the first will not transfer any information to the second, contextual advertising will not appear.

The profit from a click is distributed as follows: half is taken by the advertising network, and the other half goes to the creator of the site on which the advertisement is placed - the webmaster.

How PPC advertising works

The task of any advertising - present the product so that it can be bought. Traditional advertising works blindly, it seeks to reach as many people as possible and thus, increase the likelihood of being caught by those interested in the advertised products. Second way of selling - to convince a person who is generally indifferent to the product in the need to purchase.

How contextual advertising works - qualitatively different. She tries not to interest, but to purposefully find persons already interested in the product. But how do you know who needs what product? Answer: to get into the hidden thoughts of users. Nothing supernatural, considering that a person easily gives them out through their queries in search engines.

Contextual advertising is focused on keywordsthat are entered by the user. By sending a request or visiting a page of a site, he activates the settings springs hidden from him in the advertiser's advertising campaign, and as a result, he sees an advertisement in accordance with what he wanted to find.

Benefits of contextual advertising

Point hit... The user sees ads only for the product that he independently searched on the Internet. This is beneficial for the advertiser, as he finds a more interested customer, which is easier to persuade to buy. It is also convenient for the visitor, as he will quickly find what he needs.
Quick return... Considering the huge number of people entering the World Wide Web, product sales usually increase significantly from the first hours of an advertising campaign.
Affordable budget... An advertising campaign can be started with a starting capital of less than a thousand rubles.
Flexibility in settings... Advertising campaign parameters can be easily changed based on time of day, budget or location.
Complex offer... The user is looking for a specific product, but contextual advertising, ahead of desires, offers him related products or services that the potential buyer has not yet thought about. For example, if he was looking for a mosquito repellent, he may also see offers for the purchase of a mosquito net.
Unobtrusive format... Contextual advertising doesn't tire you sound effects, does not try to blur on the whole screen or dazzle with colorful lights. Her style is a light proposal made as if inadvertently.
Conciseness... There is nothing superfluous in contextual advertising, as in the outfit of a stylish woman. There is an image, title of the product, a short explanation and a link to the advertiser's website.
Detailed analytical analysis... After the campaign, you will have all the performance indicators in front of your eyes, as well as weaknesses that can be optimized. Thus, next time you will achieve even greater results.
Simplicity... You don't have to be an experienced professional to customize the campaign yourself.

Disadvantages of contextual advertising

She has not so many disadvantages as advantages. Consider them:

Short-term action... The effect of such advertising is fleeting and requires budget replenishment and adjustments to settings. Unlike those providing dense traffic for a long time.
Possible cost overruns with an incorrect setting. It is necessary to be closely monitored so that the clicks you pay do not exceed the revenue from the sale of the advertised product
Blocking ads users. Some implacable ad fighters install blocker programs and all kinds of plugins on their devices. Advertising will not be able to "reach out" to such network visitors.
Clicking ads. The bottom line is as follows. The advertiser pays the service for each click on his ad. And unscrupulous competitors can "proclaim" this ad many times to force the owner of the site to fork out. No money, no real customers.
Unsuitability for certain areas of business. There are areas whose features make any marketing tool ineffective. We are talking about large grocery networks, gas and oil monopolies. It also includes all other areas where buyers are looking for a product or service offline.

How the price for contextual advertising is formed

The cost of the CD will depend on the following characteristics:

Nicheswhere the advertisement is placed. The most expensive clicks are traditionally related to construction, medicine, finance and business. The conversion cost drops when the ad is in a cheaper niche: agriculture, inexpensive everyday goods, recreation.
Advertising campaign settings... It can be configured in different ways, up to the loss of the entire enterprise. For example, the system by default offers to use the parameter of maximum efficiency in ad placement. This means that it will be placed in the most "click-collecting" places. You pay only for clicks - transitions to the site, not for the number of impressions. The cost per click, which you can set yourself, may be less than a ruble. Remember, however, that the systems operate on the basis of an auction. This means that those advertisers who pay more per click get the most profitable positions and thus have more traffic.
Placements on the page.

Distinguish here:

Special placement - no more than three advertisements at the top of the page above the search results. The user sees your ad one of the first, that's why this position is so profitable and more expensive than others;
Guaranteed impressions - from one to four ads to the right of the search bar (they are called ad units) or at the very bottom. The price of a click here will be lower than the price for a special placement;
1st place - place in the header of guaranteed impressions.
Dynamic impressions - ads that are shown from time to time and alternate among themselves

Contextual advertising services

Now two services are leading on the Internet:.

You can contact an agency specializing in contextual advertising, or try to master this wisdom yourself, having mastered automation services.

Procedure for conducting an advertising campaign

Selection of keys... First of all, you need to choose a key, consisting of a word or phrase, that most closely matches the essence of your product. The service will serve your ad whenever it detects a match. You need to know how to choose keywords. For example, you cannot choose “how to build muscle” if you sell hookahs.
Create ad... This is the creative part of the job. This will help the writing skill. You need to be able to push the user to the cherished click, making do with a minimum of words and armed with an organic design.
Determination of efficiency... It is necessary to consider which settings will be the most suitable for this business... It is very good and convenient when the analytical programs Google Analytics or Yandex-Metrika are installed on the site.
Advertising launch... When all the steps are taken, the last and most important thing remains - to load the advertisement into the chosen automation system.

How to find a keyword or phrase

You need to follow two steps:

You get the raw data as a list - what queries were entered by users with your intended keyword. They can be obtained from different sources, including from Yandex Wordstat.
Analyze the data and separate words into keywords and excluded (garbage).

For example, if you sell TVs, you can include the combination “TVs in installments” in the “key set”, but remove “in Krasnoyarsk”.

The whole point of doing this is to ensure that your ad does not appear in vain for queries not related to your topic. For example, if you do not add to the negative keywords the combination "in the dump" from the request of some eccentric "can I find TVs in the dump", then the system will display your ad for any requests with this word, and you do not need this. On the other hand, it is a shame to miss a potential client by choosing the wrong keyword.

For such analytical work, you can use numerous search services and highlight key phrases, for example, such as Mutagen.

What else to do for the success of your advertising campaign

Track statistics... At the end of each ad day, you can find out how many users saw your ad, and how many responded to it, that is, went to. Based on the data received, you decide what action to take: you can refine your keywords, increase your bid, or correct your ad text.
Try to reach your maximum match between requestuser and the essence of the announcement... Thus, its clickability is determined. As a result, you get the percentage of your ad's success.
Customize time targeting... This means that you should only scroll through ads when you can respond to customer requests. For example, you can exclude night hours in the settings.
Customize geographic targeting... The ad will only show in a specific country, region or city. If you are not ready to ship your product to other regions, do not expect the buyer to pick it up on their own.
Add remarketing... PPC advertising has a very convenient and necessary function - remarketing. It exists to continue communication between a user who has already entered your site and your advertisement. When such a user visits other sites within the same site ( Google AdWords or Yandex Direct), your ads are shown to it.

Quite frankly, any advertisement is an art, and setting it up is not an easy job. Often many businessmen come to the conclusion that it is better to entrust the contextual advertising of their goods to a specialist. Which one? We will consider this in the next paragraph.

Who is a directologist

So, you have decided to launch your advertising campaign, trusting the professionalism of a contextual advertising specialist. This modern fashionable profession is called the directologist (from English "direct" - to direct). It is logical, because the user is redirected from one location to another by clicking on the ad.

Most of the so-called directors are freelancers, you can find them on numerous "free" sites. But it should be understood that such specialists are most often self-taught or multidisciplinary computer "geniuses" who take on any job for which they pay. The most reliable category of directors remains agency specialists.

Wherever you decide to hire a directorate, first make sure they are competent.

Pay attention to the following points:

You are not his first client. He has completed successful cases on Yandex direct or Google Adwords (usually the director is so highly specialized that he only "sits" on one site. And of course, he has detailed reports on previous campaigns).
A good director should clearly present to you his strategy of actions - what budget will be set, how many clicks will be "bailed out". He must be interested in promoting.
Ideally, it would be a good idea to hire someone who understands your industry. Selling pillows and tractors are not the same thing. And yet, do not rely too much on this point: you can spend your whole life looking for a highly specialized pro, while your competitors have already set up an advertising campaign and are catching customers in their networks!

Dictionary of contextual advertising terms

CPM - cost per 1000 impressions - fixed cost per thousand impressions.

CPC - cost per click - the cost per click that the advertiser pays.

CTR - click-through rate, or click-through rate - the ratio of the number of clicks to the number of impressions.

FROMR - conversion ratio - the ratio of people who clicked on the ad and the number of visitors to the site.

Targeting - targeting a specific category of users.

Negative words - words that are not related to the service itself, which are present in a phrase with a keyword.

Semantic core - words or phrases that most accurately reveal the essence of the goods or services offered by the site.

Landing page - "landing page", site with detailed description the product represents most often. The user goes to it after clicking on the ad.

Conclusion

In conclusion, we note: statistics invariably speak in favor of contextual advertising. This type of advertising is gaining momentum, proving its effectiveness by increasing the profitability of sites. She happens to be the most powerful tool to quickly attract new customers.

There is only one thing left to advise: do not take my word for it, test new tools on personal experience.

Today, almost every company that sells services or products has its own website. The online resource serves not only as a means of promotion, but also enables users to get acquainted with the activities of the organization and even contact its representatives. Those. the site acts as a kind of intermediary (business card) between the client and the seller.

As for advertising, the site is difficult to name advertising medium, since in order for a user to visit it, he must first learn about it. In this case, the question of advertising the site itself arises, and there are two ways: first - CEO promotion; the second is contextual advertising. It is about the second method of advertising an online resource, goods and services that we will talk about in this article.

What is contextual advertising on the Internet?

Contextual advertising is a type of advertising in which a user is shown an ad based on their search queries. It appears only after the user himself has shown interest in a particular service or product. Those. the user makes a search through the search engine and on the basis of this the system determines the need to use one or another advertisement. For example, if a user has used the keyword “buy a refrigerator” in Google search several times, then when visiting other sites he will be shown advertisements related to the sale of refrigerators.

Contextual advertising is of two types: search and thematic

Thematic contextual advertising

The user can see contextual advertising of a thematic nature on the pages of sites that are partners of advertising systems. At the same time, the subject of advertisements corresponds to the interests of the user, the data about which is built on the basis of all the same search queries. Thematic contextual advertising is a kind of additional information to the viewed site.

Targeting - the content of the viewed site is read and advertisements relevant to the content are displayed.
Remarketing is a tool that studies user behavior on marketplaces.
Behavioral technology - studies the user's search queries.

IN partnership programs only high-quality and visited sites get there. The resource must meet a large list of criteria, including the presence of copyright content and competent optimization.

Search contextual advertising

Separately, there is the concept of vertical search contextual advertising, which is displayed when performing a search query, on specialized segmental sites. For example, automobile.ru, top100.rambler.ru, go.km.ru, etc. All of these sites do not search the entire Internet, but only large thematic sites.

Types of contextual advertising

Text. It is most often used in search engine contextual advertising, since the other two types can significantly spoil the visual component of the search engine. Has a small text describing a service or product and a hyperlink to go to the advertiser's website. This type of contextual advertising is sold according to the “pay per click” model, i.e. the advertiser pays only for the user's clicking on the hyperlink.
Baner. An advertisement in the form of a visual image, by clicking on which you can go to the advertiser's website. It can contain a simple image (still picture), a dynamic image (gif animation) and an interactive image (the user must fulfill a certain condition to go to the site).
Video advertising. A new and perhaps the most disliked type of contextual advertising. A specially prepared video clip with an embedded hyperlink for the transition is used as an ad. Its disadvantage is a high degree of irritability, since the sound is often set to maximum and the user experiences discomfort while visiting the site with headphones. Yes, and such advertising does not work immediately upon transition, but with a certain delay, which can also be attributed to disadvantages.

The first two types of advertising are the most effective. Textual contextual advertising works well in search engines, and banners are convenient for placing on websites. Moreover, both types of advertising can be sold on a pay-per-click basis, which is beneficial since the advertiser only pays for active users. Video ads for this model are not sold.

OLV advertising - what is it?

Advertisers on TV realized that their target audience (over 35) suddenly began to move en masse to virtual network... Many advertising videos have ceased to justify themselves even on large central channels, and the response of consumers began to decline inexorably. It was then that OLV advertising was invented, which is a video of an advertising nature before watching another video. For example, before starting to watch a video on YouTube or VK, the user will first be shown an advertising video with a duration of 5 seconds or more. The system is similar to a cinema, where, before watching a movie, viewers are shown several trailers of upcoming films as advertisements.

OLV is now widely implemented on medium and large video hosting sites. The advertiser can independently regulate the target audience and the ad display area. OLV also depends on key queries, so it can be attributed to a new type of contextual advertising.

Contextual advertising and Yandex

evaluate the statistics of search queries;
create an advertising text targeted at the target audience;
select key queries on the basis of which the ad delivery will occur;
choose the area of \u200b\u200bdistribution of contextual advertising;
manage advertisements placed.

Yandex became the first company with an advertising service on the territory of Russia and until 2010 controlled 80% of all Russian contextual advertising.

Outcome

Contextual advertising is an advanced method of promotion that allows you to quickly attract users to a new site, product or service. At the same time, such advertising is beneficial in the form of its payment, since it allows you to pay only for active users who have followed the hyperlink.

Hello dear friends. Today we will talk about contextual advertising in the form of a review.

From the article you will learn what is contextual advertising, its types, advantages and disadvantages, what is its cost and effectiveness - we will consider on real examples.

The material below will help you understand the features of PPC advertising and clearly see how it is placed on the Internet.

1. What is contextual advertising and what is its peculiarity

If you are an active user of the Internet, then most likely you have seen such ads in search results and on different sites. Increasingly, marketers and entrepreneurs are using it to promote products and services.

2. Types of contextual advertising

2.1. Search advertising

Appears after a person clicks the "find" button by entering their query into the search bar.

For instance, « plastic windows in Moscow":

2.2. Thematic advertising

These ads can be either similar in subject matter (close to the context of the page), or different from it.

If it is disabled, then only ads that match its content will be shown on the site.

(The figure shows the correspondence between the site content and the advertisement)

If behavioral targeting is enabled, then the site visitor will see the ads, the topics of which he previously requested in the search engine.

For example, a website about recipes will broadcast camera ads if a person recently searched the web "Where to buy a camera".

3. Dynamics of the contextual advertising market

Over the past 5 years, this market has grown at a tremendous pace and ranges from 10% to 60% per year. In monetary terms, the account goes to tens of billions of rubles.

Companies that used to spend their advertising budgets on television are moving to the Internet. Banners, SEO articles, teaser ads have become popular customer acquisition tools on the Internet.

But here, too, the alignment of forces has changed towards the use of contextual advertising, and this is due to its obvious advantages, which I will discuss further.

I am ndex - Yandex.Direct system
G o o g l e - system Google adwords
Rambler - Begun system

Google and Yandex are now noticeably ahead of the Begun due to their fame and efficiency.

Possessing a number of features and advantages, contextual advertising today allows thousands of people to conduct their business from anywhere in the world, and working in those markets that are geographically distant from the entrepreneur himself.

For example, you can be located in Novosibirsk and at the same time sell cement in Moscow, while making money based on Moscow prices.

5. What are the advantages and disadvantages of contextual advertising

The benefits of its use are obvious for both advertisers and ordinary Internet users who are looking for goods and services here.

Let's examine them in more detail.

Benefits of contextual advertising:

Accurate hit on the target visitor.The user himself searches for those goods and services that are shown in ads (this is beneficial for both advertisers and visitors to search engines);
Fast return on advertising.You launch an advertising campaign and within a few hours you receive the first applications (sales);
Minimum advertising budget.You can start advertising with a budget of 300 rubles. Contextual advertising can be used both separately, increasing the amount of funds for it, and in combination with other tools (banners, seo articles, teaser ads);
Flexibility in setting up an advertising campaign.The big advantage here is the flexibility to customize your ads based on your budget, geography, time of day, and other parameters for maximum impact;
Powerful analytics.After the advertising campaign, you will have all the necessary data on its effectiveness and will be able to “tweak” any settings to get better results in the future;
Relevance (correspondence) to the interests of the user.As they say, you wanted to party - here! :) Looking for an iPhone, you will only see ads with iPhones. Are you planning to build a house and want to compare brick prices? No problems! Contextual advertising will help you navigate a huge number of offers on this topic;
Convenient perception format.No pop-ups, annoying sounds or flashing pictures in full screen! Neat, easy-to-read, concise advertisements - all this makes this type of advertisement both effective and unobtrusive;
Informativeness.Despite its compact size, contextual ads have all the necessary components to convey the necessary information: a picture (pictogram), the main semantic title, an explanation and a link leading to the advertiser's website.

However, they are not so significant compared to the benefits of using it.

Disadvantages of contextual advertising:

Short duration of action.The quick effect of such advertising does not last long, all the time you need to replenish the advertising budget and adjust the settings of the advertising campaign. This is especially noticeable in comparison with SEO-promotion, which allows you to ensure a steady stream of traffic over time;
Risk of budget overruns if configured incorrectly.If you misconfigure your ad campaign, the chances of losing money are very high. For example, if you sell cell Phones through the Internet and to attract one client you spend 500 rubles, and the profit is 2,000 - 3,000 rubles, then this type of advertising is a good investment. But if the cost per click is unreasonably high due to incorrect settings of the advertising campaign, one client can cost you 3,000 rubles or more, which will eat up all your profits;
Uselessness in some areas of business.PPC advertising is a good online marketing tool, but sometimes even it turns out to be useless. There are niches in the business in which this kind of advertising will not work. These are large grocery chains, oil and gas monopolies, as well as all other areas of business, where customers buy goods or services on the basis of recommendations or look for them exclusively offline.

How to take advantage of and combat the disadvantages of PPC advertising

When you have little experience in launching contextual advertising, you do not feel confident or just want to try to run a campaign on your own, we suggest using the contextual advertising automation services without fail.

They will help to avoid mistakes in setting up campaigns, eliminate cost overruns and allow you to use the maximum opportunities for this type of attraction. Such services can practically replace a professional contextual advertising agency, and for free.

6. What determines the cost of contextual advertising

One of critical indicators when using contextual advertising is the cost per click.

The cost per click is directly affected by:

Niche where contextual advertising is placed.For example, traditionally expensive and competitive niches are considered: business, finance, medicine, construction. In these themes, the cost of a click can range from 10 to 1,500 rubles ( 25 $ ). Niches with lower competition are: hobbies, entertainment, cheap goods (consumer goods) with an average price per unit of goods from 100 to 1,000 rubles. Please note that contextual ads in a particular niche are displayed by principle of auction... That is, whoever paid more for their ad will promote the search engine to the most clickable (effective places). The cost of contextual advertising in this case is made up of the total price for all clicks of your advertising budget;
Method of setting up an advertising campaign.Usually, contextual advertising systems, when creating an advertising campaign, by default offer you to use the strategy "Maximum efficiency"... This means that your ads will appear in the most expensive places in the SERP and appear where they are most likely to be clicked on. Accordingly, the cost per click will be maximum. This is not always justified, since for the same money you can get a larger number of clicks by simply optimizing the settings of an advertising campaign when creating it. To reduce the cost of a click, you need to know how to properly set up contextual advertising. Then, in any, even the most expensive niche, you can get referrals to your site at the lowest possible price. At the same time, the quality and volume of traffic will be preserved.

In order to find out the cost of a click on various key queries for Yandex, I recommend using the service

Hello, dear readers of the site online magazine! Today we'll talk about contextual advertising - what it is and how it works, how to set up contextual advertising yourself, compose semantic core and much more.

Indeed, in the modern world you cannot live without advertising. This was, is and will be the inexorable truth of the development of mankind. Something sell, suggest, on something to earn, declare yourself (product, service) - all this requires advertising.

Contextual advertising is considered today the most popular , effective and cheap ... Since most of the information users learn from the Web, it is quite reasonable to advertise their products or services on the Internet.

From this article, readers will learn:

What is contextual advertising and what are its types;
How and why advertisements are created;
What is a semantic core and how to create it yourself;
What are the services of contextual advertising and how to work with them;
What are the features of contextual advertising in social networks;
Where and how to order the creation of an advertising campaign from professionals, as well as how much it will cost.

You will learn about this and much more from this article if you read it to the end. So let's go!

1. What is contextual advertising and how it works - an overview of the concept + how it works by example 💻

Newspapers, radio, tV, and now also the Internet are dominated by advertising. On the web, advertisements are placed literally everywhere. Search engines, forums, sites, social networks, chat rooms - all this is an excellent basis for advertisements.

PPC advertising is different high efficiency , since it appears (is shown) only to those people who are purposefully looking for specific information about a specific request.

Ads that are more effective shown in search results, since visitors looking for information are easier to motivate to buy.

contextual advertising Is a tidbit for advertisers... Advertisements are sold per click-throughs. That is, the advertiser "pays" only for those users who visited his resource, and not the number of people to whom the advertisement was shown.

To better understand what contextual advertising is, it is worth disassembling it into step by step example:

1. User (potential client) in search

Let's say the user wants to purchase hanging chair for living room... In the search bar, he enters the simple phrase “ hanging chair"And presses the search button.

2. Search result

After a few seconds, the "search engine" produces results that match the query. 70% links will lead to sites that contain information about hanging chairs and resources of online stores.

30% Is contextual advertising. It can be located either on the right side of the main search or above it.

Often, offers in contextual advertising are more interesting to users, so they click on the corresponding link. Moreover, it helps to save time, since the link leads not just to the Internet store, but directly to the product page.

4. Successful purchase

Advertising on web pages works in a similar way. While the user is studying the topic of the site, contextual advertising offers him ads that correspond to the information presented. And if he is interested in an advertising offer, he will go to the advertiser's website.

To summarize, you can get the following definition of the concept:

Therefore, contextual ads always correspond to the user's request or are related to his area of \u200b\u200binterest. Most of them are created based on key queries.

2. Why do we need contextual advertising and in what cases is it used? 📌

Contextual advertising follows users with every mouse click. Therefore, it is quite reasonable to think that if these were simple clots of text, they would not be present on the Web in such an amount. Means, contextual advertising is needed.

contextual advertising Is a well-thought-out marketing ploy that guarantees hot clicks with a high conversion rate (execution of targeted actions). Only those who are unfamiliar with its capabilities can doubt its necessity.

This type of advertising is the most powerful waywhich allows you to directly promote the interests of the client. Quick Search Help necessary goods or services, unobtrusive provision of relevant information with the subsequent receipt of profit, that is what contextual advertising is for.

Sale of goods;
Advertising services;
Increased sales;
Presentation new products on the market;
Advertising on the Web or an additional source of traffic to the site.

This ad is a great choice. unobtrusive interaction seller and buyer... It makes a profit for sellers, and for customers it saves a lot of time, which they could wastelessly spend looking for a store, product and a suitable price.

the main thing, what you need for a good ad campaign Is to choose the right keywords and anchors that will attract buyers to the site. These manipulations will save finances for the employer and attract really interested visitors.

To identify the main key queries of a certain topic, masters of their craft recommend using services such as Wordstat, Yandex.Metrica and Google Analytics, Adwords.

For increase popularity of a particular brand contextual advertising is used very often. This presents the brand on several levels:

Recognition.Due to the frequent "flashing" in search results or on websites, the brand becomes recognizable among the masses. Public consciousness is arranged in such a way that if there is a recognizable element, then most individuals position it on the positive side.
Confidence.This point is quite controversial and depends only on how competently the advertisement was made. If the advertisement worked and the client was satisfied with the purchase, the likelihood that he will return increases significantly.
Innovation. Promotion of new products or services to the market, constant promotions, discounts and profitable offer have always attracted customers. And what, if not contextual advertising of the site, will help the user to find out about a tempting offer.

There are two options for paying for such a service:

Pay per clicks. The advertiser only pays for the number of visitors who follow the link.
Pay for impressions. The advertiser pays for the display time that was spent on a specific target audience.

Depending on the offered product or service, you need to think carefully about which advertising is better to pay. But in any case, both the first and the second will give long-awaited results.

3. Types of contextual advertising - TOP-4 main types 💎

Although there are a large number of varieties on the Web, among which the contextual one is considered advanced, even it has its own varieties.

Type 1. Search advertising

One of most popular contextual advertising ads are those that are shown to users along with search results. it most effective tool to attract clients .

Important! These ads are optimized with headline and text. Popular keywords are used during development.

Each publisher can create his own contextual ad, since access to the resources with which you can find out about popular "keywords" is open to everyone.

With the correct use of the keyword and a good sparkling table of contents, you can get high conversion rate.

View 2. Thematic advertising

For example, if the site is dedicated to the cultivation of mushrooms at home, then frequently encountered ads will concern the sale of soil, fertilizers or mycelium.

The customer chooses key queries to which his ad will respond.
The advertising parameters are adjusted, the cost of the entire advertising campaign depends on them.
Placing an advertisement on thematic pages and in search engines.
The ad responds to a user's request.

Topic advertising allows advertisers to target their work exclusively for the target audience... That is, take into account the interests of people with the same needs, requests, hobbies and social status.

View 3. Contextual media advertising

The media context is focused not only on attracting customers, but also on solving other problems:

Image. A bright banner strengthens the image of a brand or company.
Demand. This ad is able to attract more attention than plain text, so the demand for a product or service increases significantly.
Association. Businessmen who occupy a certain niche in the market are often worried about their recognition. Contextual media are capable of creating an association between products and a manufacturer (distributor).

There is always a call to action in the banner. The user is encouraged buy, look, call or just go to the site and learn more, and the product image contributes to this action.

View 4.

Choose different words and phrases on the subject of your advertised resource.

Stage 2. Analysis and monitoring of competitors

Stage 3. Compliance with the rules for compiling contextual advertising

Consider the main and general rules to compose advertisements in contextual advertising services:

do not place contact information (phone, e-mail, etc.) in the titles or text of ads;
observe the allowed number of characters in the text and headings of ads;
do not make mistakes in ad blocks;
do not use third-party brands, trademarks, abbreviations;
comply with the country's advertising laws;
do not compare your products and services with competitors;
use standard symbols and punctuation marks.

Now let's move on to the stage of composing the title and ad text.

Stage 4. Compilation and writing of the title

Write an intriguing, eye-catching headline that encourages the user to read. Include a keyword / phrase in the title as needed.

Stage 5. Drafting the ad text

describe the advantages of the product (product) or service;
write the text concisely and specifically;
describe promotions, discounts, special offers with a limitation period for your goods / services;
use words - discount, inexpensive, sale, incredible, easy, simple, free, etc .;
ask questions in the headings, and in the texts, give answers to them;
include keywords and phrases in the ad text;

Stage 6. Selection of resource landing pages (landing pages)

It is very important that a potential client who has clicked on an advertisement is not disappointed in the advertised offer. You need to set up contextual advertising so that it immediately goes to the page of interest of the web resource, and not to the page with contact or other offers.

Step 7. Setting up targeting

It's important to properly target your ad. You can customize the display of ads in definite time (setting by hours and days of the week) or for users from the desired cities / regions (For example, set up ads only for Muscovites from Moscow and the Moscow region).

Consider the specifics of each contextual advertising platform;
Write effective ad copy
Analyze advertising progress and constantly optimize the process;
The pages that potential customers come to should be clear and convenient.

Sometimes it is easier to turn to professionals (directologists, agencies and companies) who will quickly and efficiently place contextual advertising on your product or service.

7. Where to order contextual advertising and what is its cost - an overview of the TOP-3 companies (agencies) for the provision of services 💰

Each agency that offers contextual advertising services has its own characteristics. Let's take a closer look at the prices for creating an advertising campaign and conducting contextual advertising (what is the cost of contextual advertising services) for each of these companies.

1) iConText

The company is distinguished by the presence of exclusive competence on the platform Adobe Media Optimizer... Also works with Facebook, Direct and Google AdWords. The Adobe Media Optimizer platform is a special way of serving ads.

If in many systems there is a "policy" of the auction on a key request. Then, in this system, the main keywords can be placed in a separate "portfolio", which will take part in the auction.

Due to the fact that there are more queries in the "portfolio", some of them may be more relevant, others less. The arithmetic mean is calculated, which increases the chances of winning in the auction, and increases the performance of the advertising campaign by 20% .

The minimum cost of contextual advertising, which the agency begins to cooperate with customers, is 50,000 rubles ... The price of contextual advertising services is quite justified, especially considering that for some queries the price of a bid on Yandex is several times higher.

There you can also undergo training in contextual advertising and in the future independently provide such services.

2) Blondinka.ru

The contextual advertising agency has developed and launched 2 (two) of its own advertising platforms. The contextual advertising company has existed since 2007, specializing in contextual advertising. Collaborate with systems Yandex and Googlewhere advertisements are placed.

Contextual advertising costs this agency directly depends on the needs of the client. The amount from which they start cooperation is not indicated here. A client who turns to this agency pays exclusively for a click, that is, for the number of clicks.

CPC is determined by the method “ auction ". That is, there is no fixed cost, it is determined as a result of trading.

The auction is automatic, the winner pays the cost per click of the previous user and the minimum step. If the winner is satisfied with the cost of advertising per click, the agency starts working with him.

3) Registratura.ru

This company works with many advertising services. In addition to the three main ones, it cooperates with K * 50, CoMagic, MyTarget, CallTouch... Every year they make reports on marketing promotion in the network. They also offer SEO services to optimize web resources.

8. Features of setting up contextual advertising 📎

Automated resources, of course, make it easier to set up targeted ads, but everyone should understand the basics - from beginners to professionals .

There are many tips on the web to help you set up profitable PPC advertising. Some of them are great help for newbies, others can only confuse the advertiser more.

8.1. Placement strategy

For example, in search engine Yandex you can see 3 (three) ad placement variations:

"Special".The ad is placed immediately above the main search results field.
"Guaranteed".Ads are located to the right of the search results.
"Dynamic". Ads are placed under the "guaranteed", while occupying positions from the first to the eighth lines.

The cost of the advertising campaign will vary depending on which position the advertiser chooses. Naturally, every advertiser wants to get into the positions of "special placement" or "guaranteed impressions", but not everyone can be lucky, because everything is decided at the bid auction, in addition, the quality of the advertising text affects the results.

8.2. Targeting

There are several types of targeting settings:

Geographic.This position allows you to customize your ad to be shown to residents of a specific city.
Hourly.The advertiser has the option to customize the ad to be shown at a specific time interval.
Behavioral factors.This type of targeted advertising allows you to track the interests of users. By analyzing the browser history, the system receives data according to which it offers a certain product or service.

8.3. Advertising on thematic sites

When setting up an ad, you can choose on which sites to place ads, and which ones are better to refuse.

8.4. Number of ad clicks

However, it may be that the influx of customers in the first week will exceed the estimated estimates.

There may be several reasons why this will not suit a businessman:

Limited quantity of goods.
Inability to cope with the influx of buyers.

If you do not control such a process, then the entire amount that was intended for 10 weeks can be spent much faster. And besides this, if you do not provide such a large number of customers with proper service, you can lose a good reputation.

Automatic budget allocation will help eliminate such misunderstandings and make advertising much more effective.

8.5. "Minus words"

If the ad contains words with a sign «-» , then users who are not target audience will not be able to see it.

For example, the store offers new laptops and accessories for them. Therefore, users looking for "used laptops", "used batteries" will be considered a non-target audience.

Important! Queries that do not correspond to the main focus should be written with a minus sign, then they will not be shown to users that are not interested in this.

8.6. Control

The web is constantly changing, especially in contextual advertising systems. Every day there is a fierce struggle for high positions here. Advertisers raise the stakes, improve their ads, change pricing policy per click.

These processes should not be left to chance, it is worthwhile to linger a little, as good positions in advertisements can be lost.

Step-by-step instructions for compiling a semantic core for contextual advertising for beginners

9. How to compose a semantic core for contextual advertising - collecting YA in 5 simple steps 📊

The semantics of an advertisement is its most important component. It is at this level that the advertiser begins to fight for the client. After all, the number of impressions and the level of competition directly depend on the selected requests.

Semantic core Is a set of keywords that best position a product or service and are most often used by users.

To create a semantic core seems difficult for many, and for beginners it is an almost impossible task, but, nevertheless, there are ways that will help in this matter. There have long been step-by-step instructions for the selection of a semantic core.

Step # 1. Preparatory

At this stage, it is worth preparing to create a semantic core. It is fundamentally wrong to assume that semantics is a matter of minutes and that the high-frequency queries that Wordstat issues will come down.

Step 1. Compiling a table and distributing words by column

The firstwhat you need to do is create a table with key queries.

In the first column write down a product or service, that is, what the entrepreneur offers. It is worth writing down all the verbal variations that users search for in search engines.

In the second column it is necessary to write down all the words that describe the action that can be performed with the product or service - "buy", "purchase", "order", "issue", "send", etc.

Third column is intended to indicate a geographic location. Its users also indicate differently.

For example, if you take the city of St. Petersburg, then the inhabitants of the Web can indicate it in the search bar as follows:

"Saint Petersburg".
"SPb".
"Peter".

Users may deliberately shorten words for ease of use. Sometimes this is not global in nature, but in some cases, this point should be taken into account.

Fourth column is responsible for the characteristics of a product or service. Simply put, it answers the question - "what is he?" All the options that users can use in search are worth considering.

Keyword variability should be taken out of your head. It is necessary to think about what criteria and queries users are looking for information. If you run out of thoughts, you can go to services that help in the selection of key word combinations.

Yandex Metrica and Wordstat, Google AdWords and Analytics, - these services should not be bypassed, because it is here that you can find not only relevant key queries for “semantics”, but also absolutely incredible search phrases that can be used profitably.

Step # 2. List of keywords

When the table is ready, you can start creating the list " keywords».

How to choose keywords for contextual advertising?

Step 2. Select keywords for contextual advertising using the Promotools.ru service

Use conditional " multiplication»To create all possible keyword variations.

It takes a long time to do this manually, so it is customary to use a key query generator. For instance , Promotools.ru , a good generator with a user-friendly interface.

The automatic generator is easy to use. The user only needs to enter the keys from the table into the appropriate cells, and the system itself will give out all possible combinations.

Step # 3. Delete unnecessary queries

After the system automatically generates key queries, there can be about a thousand of them. Most of them can be safely considered “ rubbish»And delete.

It is difficult for a beginner to figure out which request can be considered good, Which one then bad... Therefore, experts recommend using the Key Collector service, or any other service that helps to remove all irrelevant requests.

You need to load a list of the resulting "keywords" into the program and start the process of collecting statistics from Wordstat. As a result, you get a list that consists of all similar queries, that is, from "minus words".

Step 3. Clean up all unnecessary queries

The "minus word" in the Key Collector service must be removed. To do this you need to go to " Data» — « Group analysis". The program will automatically generate by groups of words from which the queries are composed. Groups of words that do not answer consumer interests must be marked and saved in a separate document - these will be the same "minus words".

Groups of marked words are removed from the program, and the remaining queries will be the semantic core.

Step # 4. Grouping and segmentation of keywords

Step 4. Sorting keywords into groups

To do this, the list of keywords will need to be divided into several segments. All "keywords" can be divided into groups to which they will be suitable.

For example, the first group may be keywords that contain the phrase "SPb". The second group can be queries with the word "inexpensive", etc.

Each group of "keywords" should be recorded on a separate sheet. When all key queries are sorted into their groups, the process of creating a semantic core can be considered complete.

Step # 5. Taking into account the peculiarities of Google AdWords!

As practice shows, Yandex has less stringent requirements both for resources and for advertising. Here "minus words" can be in one word form (and sometimes not at all). Google AdWords works a little differently.

First of all, the system wants to see "minus words" in the contextual ad in all possible word forms.

In order to prevent errors that may arise due to the human factor, you can use automatic services. (For example, service htraffic.ru )

SecondWhat you need to know when working with Google - this lack of pretexts... For example, if the request sounds like "buy a laptop in St. Petersburg", it should be changed to "buy a laptop Peter". Otherwise, users who submit queries without prepositions will simply not see the ad. And these users are the majority.

It is not that difficult to compose a semantic core. It is much more difficult to please your advertisements with contextual advertising services.

10. What determines the cost of contextual advertising - 2 main factors 💸📋

Cost per click – this is the amount that the advertiser must pay for the transition of a user to his resource.

This indicator is influenced by several factors.

Factor 1. Niche (topic) in which the ad will be placed

CPC in these categories often varies from 10 rubles to 25 dollars... Segments that are evaluated slightly lower are entertainment, hobby, inexpensive goods (products with pricing policy from 100 to 1000 rubles).

Factor 2. Setting up ads

Often, services that offer contextual advertising services provide their customers with the opportunity to use ads with “ maximum efficiency ". That is, advertising will appear on the highest paying places in the search results.

Each ad will be broadcast where the probability click higher... As a result, the CPC will be much higher. In some cases, this is not entirely justified. After all, if you set up your ad correctly, you can get a lot more clicks by spending the same amount of money.

To improve advertising efficiency and reduce cost per click you need to know how to do it right set up ad... Only then, even in the most expensive segment, you can count on maximum amount transitions with reasonable financial investments.

Also, the cost of advertising may depend on the so-called auction. This is especially common in the Yandex. Direct. The principle of this auction is quite simple. Each advertiser selects key queries and makes minimum ratehe is willing to pay in 1 click.

Then, among all the keywords submitted by advertisers, the one with the highest price is selected. This request gets the highest positions, and accordingly the advertising campaign will be stand much more... That is, in fact, the advertiser himself sets the price.

Not worth it either ignore the level of competition when calculating the pricing policy. There are special services on the Web that show the number of competitors by specific request and average cost per transition.

One of these services is Mutagen.ru ( Mutagen.ru). Here you can even find out how much the guaranteed screening and entrance to the special accommodation will cost.

Free can only check 10 requests per day, but after registration it will be necessary to deposit about 15 rubles into the account, as a guarantor that the user is not a robot.

11. Contextual advertising on social networks - advantages and disadvantages 📄

Targeting advertising is not much different from contextual advertising , which can be seen in search engines or on web resources. An ad can be text or media. When clicked, it leads to the advertised page of the site with the proposed product.

"Cons" (-) of contextual advertising in social networks

1) The complexity of tracking

2) Features of creation

Since it is difficult to track performance, creating and setting up targeted advertising requires a subtle approach.

3) Cost

Let's say our citizen X is planning to buy a double boiler. He goes, for example, to the Yandex search engine and in the search box enters "buy a steamer." And lo and behold, your ad for the best steamers appears, he clicks on it, goes to your website and makes a purchase. This, of course, is an ideal option, but what prevents you from making advertising for your product as effective?

relative cheapness (compared to other types of advertising);
efficiency - selection of potential customers, reducing the time between an advertising offer and making a purchase;
possibility track the expense of funds for an advertising campaign at all its stages.

Today, the ability to place contextual ads is provided by the three largest search engines: I am ndex- system, G oogle- , Rambler- Runner system.

Let's take a look at the example of Yandex.Direct, what kind of contextual advertising is. Considering that the basic principles of contextual advertising are the same in all systems, with the exception of some nuances and technical subtleties.

What does contextual advertising look like?

Let's go back to our example: Citizen X wants to find a store where he can buy a steamer. In his search, he turned to the most popular search engine Yandex. I entered the query "buy a good steamer" - and got the result: a list of proposed sites with descriptions.

Contextual search ads on search result pages can be placed in several areas of the page:

Special placement - up to three ads at the top of the page, directly above the search results. This is one of the most profitable positions, as the user will see your ad one of the first.
Guaranteed impressions - up to four ads located to the right of the search results. This position is less profitable than the Special Placement, but since the entry price to Guaranteed Impressions can be significantly lower than the Special Placement, many advertisers are happy to place their ads here.
Dynamic impressions - ads located under guaranteed impressions (up to five). They are shown periodically, alternating among themselves. Even if your ad campaign has a limited budget and your ads cannot be placed on Special Placement or Guaranteed Impressions, Dynamic Impressions perform well. And also this good decision to generate traffic, for example, for a news portal.

Thematic contextual ads are shown on the pages of sites that are part of the Yandex Advertising Network if the subject of the ad matches the user's interests. Subject ads are shown as additional Information to the content of pages viewed by the user. It is in the sphere of his attention. For example, the Yandex advertising network includes such sites as mail.ru, livejournal.ru, odnoklassniki.ru and many others, a huge amount of resources on the most various topics (auto, real estate, education, business and finance, recreation and entertainment, etc.).

Purpose and effectiveness of contextual advertising.

increase in sales,
holding promotions,
traffic maximization,
bringing a new product or service to the market,
increasing knowledge about the brand (brand).

Contextual advertising on the Internet, like no other, allows you not only to control budget expenditures and determine exactly what, how and when the invested money was spent, but also to promptly carry out the necessary changes.

By creating each ad, the advertiser directly targets user search queries. Ideally, for each such request (for example: "refrigerators", "good refrigerators", "buy a refrigerator", etc.), you need to create a unique ad that will exactly meet the requirements of a potential buyer.

Example:

Query: "green refrigerator"

Announcement: Smeg color refrigerators
Green refrigerators Smeg. From an authorized dealer. Delivery tomorrow!

Each day of the advertising campaign is taken into account in detailed statistics, which can be obtained as often as you like. You can find out how many users today saw your ad, and how many clicked on it to your site. It is important that you pay only when your ad is clicked (visited) and the money is not withdrawn for its impressions. So, in the Yandex.Direct system, the minimum cost per click is only 30 kopecks. You can set the price yourself, since in all three systems of contextual advertising there is a kind of auction - if you want your ad to be shown in the most advantageous position, raise the bid that you are willing to pay for each transition (click) on it.

But not only the size of the bid determines the position of your ad among all the others. Investments in contextual advertising can be significantly reduced if you make it as effective as possible. There are tons of possibilities and tools for this. Here are just a few of them:

First, the ad itself. It should clearly reflect the user's request, that is, be as relevant as possible to this request (in other words, “relevant”). This determines the click-through rate of an ad, or its CTR (Click Through Rate). This is the ratio of the number of clicks on an ad to the number of its impressions, measured as a percentage. For example, if an ad was shown 1000 times, and 200 users clicked on it, then the CTR of this ad is 20%. The higher the CTR, the more the ad matches the request and the lower the price for entering Guaranteed Impressions or Special Placement will be for you.
Targeting:
- Time targeting allows you to set your ads to show only for the times your business is running. For example, if orders in your company are accepted from Monday to Friday, from 9 to 18 hours, then there is simply no point in spinning ads during the rest of the hours.
- Geo targeting allows you to customize your ads to appear in a specific country, region, or city. It is extremely useful for advertisers whose audience is all over Russia.
- Behavioral targeting takes into account the interests of users and allows you to display ads on Yandex partner sites, taking into account the interests of users.
Post-click analysis. Using statistics counters Google Analytics and Yandex.Metrica allows you to analyze the effectiveness of an advertising campaign.

It is worth noting that all these settings also depend on the goal pursued by the advertiser, and not all contextual advertising campaigns reduce to one rule about an ideal ad and its parameters. That is why you need to contact a specialized agency that has sufficient experience in placing online advertising.