Effective contextual advertising: examples, ways to use it.

A detailed answer on how to earn money on contextual advertising and what services allow you to earn money.

Some get the opportunity to create a source of permanent income on the Internet, and the second - a specific target audience.

After all, according to statistics, unlike the bright and defiant banners of teaser advertising, contextual advertising inspires confidence in more than 40% of people.

That is, people make clicks on ads purposefully.

What exactly needs to be done so that users notice the placed blocks and the income on them grows, this article will tell.

What is the essence of the way to make money on contextual advertising?

If you have been an Internet user for more than a day, then you have definitely seen contextual advertising, because it is everywhere.

Ads designed in blocks with the inscription "Begun" or "Yandex.Direct" - this is it.

Part of these funds goes to the intermediary platform as a reward for its services.

That is, a well-tuned block, for example, with frying pans will not be in the middle of a car forum.

It is located at the very top, side or bottom of the results when the user is looking for something purposefully.

Thanks to numerous precise settings and algorithms, the "context" is displayed only in accordance with the content of the page.

Such a scheme is aimed at the fact that a visitor to a resource on a certain topic will be more interested in the proposed thematic product than someone random.

The system of operation of such programs is thoroughly known, perhaps, only to developers.

How much can you earn on contextual advertising?

It is impossible to name the exact amounts of how much you can earn on contextual advertising. But it can be clarified that on Russian intermediary sites, a click is estimated at 0.1-100 rubles.

And the total earnings per month can range from insignificant 500 rubles to tens of thousands!

This variation is influenced by the subject of the resource on which the advertisement is located, which user clicked on it, and so on.

Earnings on contextual advertising: where to start?

After all of the above, you should have been left with the main question: how to start making money on contextual advertising?

1. Of course, the first and main step is the choice of topics and creation.
   There are some areas that are more in demand than others.
   This includes women's sites, business topics, finance, seasonal offers.
2. For placement, choose exclusively paid hosting.
   With the free one, you can also try your hand at some resources.
   But only a paid one will pass any test and will allow you to bring more income.
3. Choose one or several systems for advertising at once.
   Experienced webmasters recommend starting with Runner (we will talk about it below), as with the simplest system.
   After it, you can switch to Yandex.Direct.
4. Track statistics and experiment with the type, placement of contextual advertising to get better results and more earnings.

What services allow you to earn on contextual advertising?

When the site has already been created and promoted, you can proceed to the selection of a specific intermediary site for placing blocks.

There are three main ones:

• Popular site for beginners.
  A special advantage for them is the absence of restrictions on the number of visitors to the resource.
  Literally anyone can start earning.
  And the system for withdrawing earned money is simple and familiar - to a WebMoney wallet.
  But it also has its limitations, of course.
  Users do not have such a variety of design options for ad units.
  And the cost of a click is somewhat less, although using the site is much easier and more convenient.
• Yandex.Direct is more picky when choosing sites.
  And it is worth noting that it serves only the Russian-language category of sites.
  In addition, they must be located on a paid hosting.
  Before submitting your application for partnership here, you will need to work hard on promotion.
  At a minimum, the number of your daily visitors must exceed 300.
• also, and even more attentive to the choice of sites for placing blocks.
  It puts forward certain requirements for the life of the resource, its content, quality and safety.

Different sites have different prices.

So YAN offers you 50%.

But if you pass Google's rigorous selection, you can already count on 68% (of each person's click).

How to earn more on contextual advertising?

As mentioned above, in order for a click to pay higher, you need to choose one of the most profitable topics.

After that, your efforts should be focused on developing the site and attracting new visitors.

Experienced users say that nothing leads to a resource better than raising its position in search engines.

This can be done using various website optimization techniques.

Oddly enough, in addition to generally accepted topics that gather a large audience, the method of concentration works well.

For this, sites of a certain narrow subject are created. There are usually fewer visitors.

But at the same time, the percentage of those who click on contextual advertising is higher. In sum, this gives the best earnings on contextual advertising.

A good example of such a site is the fan clubs of certain car brands and the like.

But in addition to choosing such a narrowly focused topic, do not forget about filling the site with quality content.

In general, for a stable and growing income from contextual advertising, it is important that you pay due attention to the site itself. Create it not for profit, but for people.

Then your business will go up.

Earnings on contextual advertising: how to place?

The indicator of 40% of attention from users is averaged. Of the people who came to the resource for a specific purpose, only 30% will pay attention to your contextual advertising.

But of those who got to the site by accident, already 50% will devote time to studying the placed blocks.

In any case, your goal is to ensure that the attention of those and others is not distracted by anything. Then the indicators will be kept at the specified level, and earnings will increase.

1. It is believed that the user should not scroll the page of the site in order for the blocks to fall into his field of vision.
   Place them closer to the beginning.
2. It is obvious that the excess of advertising is annoying and repulsive.
   But a single block will also attract fewer clicks.
   You need to choose the optimal number of blocks yourself, observing the "golden mean".
3. Choose a size for your ad so that it doesn't take up too much space, but doesn't get lost.
   Pay attention to which arrangement will look better on the page - horizontal or vertical.
4. You can use statistics that indicate the following: a person's gaze moves from left to right.
   Therefore, the information placed on the right is perceived by the brain more significantly.
5. Please note that the placement of ad units on the main page and the rest should be different.
   In the same way, how the focus of users' attention on them differs. Where the main place is occupied by content, blocks will be better seen on the right. But on the main one, more views are directed to the upper part.

also explained in the video:

Briefly answer the question, how to make money on contextual advertising, is as follows: fit blocks into the content of the page organically, follow the rules for using the chosen advertising system and develop your site.

After all, the larger and better your audience will be, the more transitions there will be. Accordingly, your level of earnings will also increase.

Hello, dear readers of the blog site. If you are a business owner and you have a website (an online store, a service website, etc.), then you will most likely have to attract visitors to it, either with the help of SEO or contextual advertising. And most often, using both of these channels.

We will talk about SEO a lot and in detail within the framework of this section (in relation to a commercial site), but we will consider general issues of working with context right now.

Well, in future articles, perhaps, we will touch on the details of creating and setting up campaigns in Yandex Direct and Google Adwords.

Contextual advertising opportunities and secrets of success

Contextual advertising in Google AdWords

Let's start with the possible placements for your ads when using this contextual advertising system:

There are several ad formats available on Google Adwords:

Yandex Direct

First of all, Direct is chosen for its huge reach of the target audience (this will be true for most commercial sites). If you need to get real large influx of targeted visitors, then often there is simply no alternative to this contextual advertising system (in Adwords, there may simply not be such a number of users interested in buying something).

The ability to fine-tune a campaign in Direct is somewhat poorer than that of a competitor from Google, and the cost of attracting a client is somewhat higher, but this has to be put up with. Let's see where your ads placed through Yandex contextual advertising can appear:

Runner

To be honest, I didn’t even keep track of where their ads are shown lately (probably still in Rambler mixed with Direct and in the affiliate network). A contextual advertising market share of 1.5 percent does not motivate such research. You can try it yourself and draw your own conclusions.

One of the most effective types of advertising is contextual. Thus, according to Yandex, the volume of this market annually increases by 40%, the client response to search ads reaches 5%, while in media and banner advertising this figure does not exceed 0.5% on average. To achieve a good effect, you need to know the rules for using contextual advertising and follow the technology of its use. Let's talk about them.

Kirill Samoshonkov,

CEO, Novatika, Moscow

In this article you will read:

Effective contextual advertising can seriously improve the state of affairs of any company. Online advertising platforms offer several placement options - text ads, media contextual ads (text and banner) and just display banners. Most experts rightly believe that media and media-contextual banners are more suitable for image campaigns (they work on visual memory and are an analogy to traditional advertising: the client saw and, even if he did not go to the site, remembered you), and it is better to advertise goods and services use text ads - effective contextual advertising.

Contextual advertising - ads with search results that are shown in the most prominent places on the web page. Usually this is the top left corner (the first one to four links) and the right margin. The main sites (more than 90% of the volume of contextual placement), as you might guess, coincide with popular search engines - Yandex, Google, Rambler, and services for advertisers are called Yandex.Direct, Google.Adword and Begun, respectively.

The principle of contextual advertising lies in its very name: advertisers' ads are shown when they match the keywords in the user's query contextually. Thus, ads about the installation of plastic windows will be shown on the request “installation of double-glazed windows” or “plastic windows prices”, and the ad “40% discount on LG vacuum cleaners” will appear on the request “buy a vacuum cleaner” and “promotions on LG household appliances”.

How effective is contextual advertising?

Due to getting directly to the target audience, only to those users who are looking for information about a particular product or service on the Internet, effective contextual advertising has a very high response and is considered one of the best promotion tools. Therefore, it is very popular: millions of advertising campaigns a year are held on the main Internet sites. The advantages of contextual advertising are that it is affordable (promotion on the Internet through the context can be started with a minimum budget) and that the client himself can regulate the intensity of promotion in accordance with specific tasks.

The main task of contextual ads is to get a potential client to click on your ad and go to the site. A very good example of contextual advertising is considered when the share of customers who went to the company's website reaches 5–7% of the total number of those who saw the contextual ad. Although in our practice there are examples when this share reached 30%.

Caution won't hurt

Despite the apparent simplicity, this method of promotion requires the advertiser to be very serious about himself, knowledge of the theory and performance management tools. Moreover, now the field of Internet technologies is in a stage of rapid development and it will be difficult for a non-professional to track the latest innovations for competent promotion on the network. Therefore, within the framework of large campaigns in highly competitive markets, planners, writers, and analysts are involved in the development of contextual advertising.

If the resources to complete the task are limited and do not allow using the services of promotion specialists, you need to prepare as much as possible to independently conquer the heights of the context. At least in order not to waste the company's annual advertising budget in just a week due to ignorance of the specifics of the tool.

For those who have decided on their own, without the help of intermediaries and advertising agencies (and there are already more than 2,000 of them in Runet), to launch a contextual advertising campaign, now there are a huge number of tips in the form of detailed and intelligible instructions on the websites of context providers, and you can also find tips on the network from professionals in the market.

Designed for everyone

Almost any business, even the most niche one, will find its customers through the context. Whether you work in the b2c or b2b market, there is no difference. If there are buyers of your goods and services online, then one of the shortest ways to reach them is contextual advertising. There is such a flexible modern toolkit that allows you to find your client, even if there are very few of them on the Internet.

For example, one of our clients is a manufacturer of mobile and prefabricated concrete plants. It is clear that there are few buyers of his goods, but the settings that the sites provide allow you to bring a stable number of target consumers to the client’s website. Moreover, the budget of the advertising campaign remains low, and the results are effective.

Site selection

As I said before, today there are three main providers of contextual advertising - Yandex.Direct, Google.Adword and Begun. The audience everywhere is more or less balanced, the difference is only in the nuances. It is believed that the Google site was chosen by the younger generation with a technical bias, Yandex is used by people of the middle generation, and the older generation prefers Rambler.

In addition, advertising opportunities are being actively developed in the social networks VKontakte and Facebook. The undoubted advantage of social media is the approach to audience coverage. If the advantage of contextual advertising is that customers are identified by their requests that they enter in the search bar, then here, thanks to personal data voluntarily provided by participants, it is possible to target ads by gender, age, marital status, position, interests, and many other parameters up to the mobile operator you are using.

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 - let's look at real examples.

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

1. What is contextual advertising and what is its peculiarity

If you are an active Internet user, 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 “search” button by entering their query in the search bar.

For example, "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 corresponding to its content will be shown on the site.

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

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

For example, a site about culinary recipes will broadcast ads for cameras if a person recently searched the network where to buy a camera.

3. Dynamics of the contextual advertising market

Over the past 5 years, this market has been growing at a gigantic 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 TV are moving to the Internet. Banners, SEO articles, teaser ads have become popular tools for attracting customers online.

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 later.

The figure below shows the ratio of two popular types of advertising in 2014-2015:

4. Leaders of the contextual advertising market in 2015

• I am index- Yandex.Direct system
• G o o g l e- system Google Adwords
• Rambler- Begun system

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

Possessing a number of features and advantages, contextual advertising today allows thousands of people to run their business from anywhere in the world, 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 earning money based on Moscow prices.

5. What are the advantages and disadvantages of contextual advertising

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

Let's analyze them in more detail.

Benefits of contextual advertising:

1. 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);
2. Quick return on ads. You launch an advertising campaign and within a few hours you receive the first applications (sales);
3. Minimum advertising budget. You can start advertising with a budget of 300 rubles. Contextual advertising can be used both separately, by increasing the amount of funds for it, and in combination with other tools (banners, seo-articles, teaser advertising);
4. Flexibility in setting up an advertising campaign. The big advantage here is the flexibility to customize ads based on your budget, geography, time of day and other parameters to achieve maximum effect;
5. Powerful analytics. After conducting an advertising campaign, you will have all the necessary data on its effectiveness and will be able to “tweak” any settings in order to get better results in the future;
6. Relevance (correspondence) to the interests of the user. As they say, you wanted to party - here you go! :) We were looking for an iPhone, you will only see ads with iPhones. Thinking of building a house and want to compare brick prices? No problems! Contextual advertising will help you navigate the huge number of proposals on this topic;
7. Convenient format of perception. No pop-ups, annoying sounds and flashing pictures in full screen! Neat, pleasant to read, short advertisements - all this makes this type of advertising both effective and unobtrusive;
8. Informativeness. Despite their compact size, contextual ads have all the necessary components to convey the necessary information: a picture (icon), the main semantic heading, an explanation, and a link leading to the advertiser's website.

However, they are not so significant compared to the benefits of its use.

Disadvantages of contextual advertising:

1. Short duration of action. The quick effect of such advertising does not last long, all the time it is required 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 provide a stable flow of traffic over time;
2. Danger of budget overruns if configured incorrectly. If you set up your advertising campaign incorrectly, then the probability of losing money will be very high. For example, if you sell cell phones over the Internet and it costs you $500 to acquire one customer, and your profit is $2,000 - $3,000, then this type of advertising is a good investment. But if the cost of a click is unreasonably high due to incorrect advertising campaign settings, one client can cost you 3,000 thousand rubles or more, which will eat up all your profits;
3. Uselessness of use in some areas of business. Contextual advertising is a good marketing tool on the Internet, but sometimes even it turns out to be useless. There are niches in business where such advertising will not work. These are large grocery chains, oil and gas monopolies, as well as all other business areas where customers buy goods or services based on recommendations or look for them exclusively offline.

How to use the advantages and deal with the disadvantages of contextual advertising

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

They will help you avoid mistakes in setting up campaigns, eliminate cost overruns, and allow you to use the maximum potential of 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 the most important indicators when using contextual advertising is the cost per click.

Cost per click is directly affected by:

1. A niche in which contextual advertising is placed. For example, traditionally expensive and competitive niches are: business, finance, medicine, construction. In these topics, the cost per click can be 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 shown according to auction principle. That is, whoever paid more for their ad will be promoted by the search engine to the most clickable (effective places). The cost of contextual advertising in this case is the sum of the total price for all clicks of your advertising budget;
2. How to set 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 SERPs and appear where they are most likely to be clicked on. Accordingly, the cost of a click will be at the same time maximum. This is not always justified, since for the same money you can get more clicks by simply optimizing the advertising campaign settings 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 will be able to receive clicks 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 per click for various key queries for Yandex, I recommend using the service. Here you can “break through” any keyword and find out from it the level of competition, the average cost per click, the cost of guaranteed impressions, the price of entry into special placement, and much more.

Yandex also has its own tool for estimating the monthly budget of a future advertising campaign, which is called " Budget Forecast"

If you want to get the most out of your advertising budget, but do not have sufficient knowledge and experience, contact a professional director.

So today the demanded profession of a specialist in contextual advertising is called.

This term was based on the name of the advertising network - Yandex Direct, since the majority of entrepreneurs (advertisers) in Runet launch their campaigns through this network.

To find such a specialist, you can go to the site of remote employees fl.ru. Dozens of contextual advertising specialists hang out here.

But, you should not rush to choose and you need to know what criteria such a specialist must meet.

How to find a good directologist - 3 important criteria

Criterion 1. Has completed projects with confirmed quantitative results

It is very good if you cooperate with a contextual advertising specialist who has positive feedback and successfully completed cases with detailed calculations in numbers.

Criterion 2. Understands key business processes in your niche

The broader the horizons of the specialist with whom you plan to work, the better. Tell him about your business and look at his level of erudition.

After all, this person will be engaged in a very important component of your project - attracting customers.

Now your director is the engine of trade in your business!

Criterion 3. Works with you to develop an advertising campaign strategy

Let your specialist tell you how much advertising budget he plans to spend and how many leads (clicks on ads) he will receive according to his forecasts.

Ideally, the search for a director begins with acquaintances who have already profited from his quality work.

If you yourself become a good specialist in setting up contextual advertising, then at least you will be able to sell your goods and services with high profits, as well as provide assistance to other entrepreneurs (companies) in this for a fee.

8. Conclusion

This completes our review and now you know what contextual advertising is, what types it is divided into, what features and advantages it has.

All advertisers and site owners are forced to look for the best contextual advertising. The former pursue the goal of optimal spending of the budget with maximum return and a reasonable cost per click, others are interested in increasing their income from the site, that is, they are primarily interested in the cost per click, and the higher it is, the more profitable it is for them. Below we will look at which contextual advertising is best for both parties, and give examples.

The best contextual advertising services

Google AdWords

A contextual advertising service that offers an "advanced" interface, many tools for evaluating the effectiveness of advertising and the ability to promote a site even with the help of a multinational audience. Here, the cost of a click starts from $0.1 and can reach up to $10-20, or even higher. If you plan to monetize your site with Google AdWords advertising, then keep in mind that the service does not care what kind of hosting you have, whether it is free or paid. The main thing is that you strictly adhere to the rules of the system. Adhering to a competent approach, monthly earnings can be $ 300-400. The main difficulty lies in the withdrawal of earned funds, since there is a minimum amount for withdrawal and the payment is sent by electronic check, the cashing of which takes 45 days.

• On search sites and in Google search.
• On the Google Display Network, next to content on different sites.
• On mobile phones that support full browsers, tablets and other devices.
• Speakers of specific languages ​​in selected locations.
• Selected target audience.

Yandex.Direct

The minimum cost per click is $0.01 and the minimum order is $10.

Ads placed via Yandex.Direct are shown:

• on the pages of YAN partners;
• on the pages of Yandex search results for pre-selected queries.

• on Yandex.Catalog pages and on Catalog search pages;
• on Yandex.Maps search pages;
• on the search pages of the Directory of Organizations;
• on Blog search results pages;
• on Yandex.Market search results pages.
• on the pages for viewing all ads from the Yandex.Direct network for certain keywords.

Runner

What opportunities does contextual advertising from Begun provide:

• Display ads on the Google search engine.
• Banner advertising on partner sites that are part of the United Company Rambler&Co.
• Product advertising on the site for comparing prices in the Google Merchant Center and Price.ru.
• Mobile advertising is displayed on mobile versions of websites.

As you can see, today the leaders of the contextual advertising market are:

1. Google Adwords System by Google
2. Yandex.Direct system from Yandex.
3. Rambler - Begun system.

Now Google and Yandex are noticeably ahead of Begun due to their efficiency and popularity. Having a number of advantages and features, contextual advertising allows thousands of people to effectively run their business and enter even those markets that are far from the entrepreneur himself. For example, you can be in Kyiv, but sell your goods in Kharkov and other cities of Ukraine, and even abroad. You may be interested in our service "contextual website promotion".

Contextual advertising market trends

As you can see, over the past five years there has been a rapid growth of this market and ranges from 10% to 60% per year. If we translate this into monetary terms, then in this regard, the bill goes to tens and hundreds of thousands of dollars.

However, the alignment of forces has changed towards the use of contextual advertising, and all this is due to its obvious advantages, which you will learn about below.

Many businessmen have tried to place contextual advertising on their own and as a result have failed. They did not achieve the desired effect. A huge budget was wasted. Their advertising campaign failed, resulting in high costs. In order to prevent such an unpleasant situation from happening to you, it is important to take into account a few points, which you will learn about below, or immediately order contextual advertising services from professionals.

• Advertising campaign planning.

Today, for many lines of business, it is not enough just to create a site in the best contextual advertising network, use the first keywords that come across and click on the start of ad impressions. You must decide what goal from advertising should be achieved and how you will measure the results.

Think about what kind of traffic your ads are designed for, where they will link to, how the conversion will take place, what should happen to users next, what information to provide to a potential client and what target action he should perform.

It is also important to think about such important points as the return of those users who have already visited your site, but did not complete the target action (for example, did not put the product in the basket and did not place an order).

When planning, you should understand what budget for contextual advertising you can afford and what the cost per click should be. Moreover, it is very important to consider the life cycle of a potential client.

• Definition of the target audience.

Well, if you create a portrait of all user groups that will visit your site. What are these people? Why did they switch to advertising? What problem are they solving? What are their interests and characteristics? The more you describe your target audience, the better.

For example, if your site sells building materials, then you can have two categories of users:

Construction crews looking for where it would be more profitable for them to buy materials and subsequently earn more. This group of the target audience is primarily focused on the price.

Individuals looking for material needed to renovate their dacha. First of all, they are interested in quality and only then the price.

Naturally, these audiences will have different interests. Therefore, it is necessary to work with them in different ways. Each audience should have its own advertising campaign, its own ad texts, its own performance indicators and bids. It is desirable to calculate all this at the stage of launching contextual advertising.

• Correct targeting.

Competent targeting allows not only to save the budget, but also to increase the effectiveness of the advertising campaign. Thus, you will be able to attract targeted visitors at a better price.

First of all, you need to determine the region where your ads will be shown. If there are several of them, then you will have to create a separate campaign for each of them, since the rates and competition in different regions differ significantly.

An equally important role is played by the timing of ads. For example, if you run a lunch delivery company, it's likely that people will be looking for lunch during the day, just before lunch breaks. Exactly the same situation with the delivery of sushi and pizza. In the part where the likelihood of an order is greater, it is recommended to raise bids and increase the budget, attracting more potential customers.

Choice of sites for placement. You need to think about whether you need to be placed in the GCM or you can get by with advertising in the search.

Sometimes it makes sense to create both companies that can achieve different goals. For example, on search we will sell more often and more, and on the Display Network we will be engaged in attracting traffic and building a brand.

• Well crafted ads.

First of all, you need to choose target keywords. It is necessary to use conversion requests, since high-frequency or general ones do not always bring customers, and the cost of a click on them is very high.

Write a separate ad for each keyword.

Stand out from your competitors by studying their strengths and weaknesses.

• Rate management.

A rather slippery moment, at which, as a rule, the advertising budget merges. The cost of the maximum click and the strategy for placing ads are always chosen taking into account the goals of the advertising campaign. For example, the cost of the third place at the top of the page often costs 2-3 times less than the cost of the first place. At the same time, the number of transitions will not differ significantly. There are a lot of strategies.

• landing page.

Even a well-tuned advertising campaign will not bring the desired result if you have a frankly bad site. This point is especially important for advertising in the Google Adwords contextual advertising network, since in it the quality of the page affects the cost per click and the position of impressions that your resource can claim.

Naturally, the landing page should convert traffic into customers. The more effectively it does this, the better your advertising campaign and business revenue will be.

The main features of a good landing page are: it meets the user's request, the page has high-quality selling text, photos and other content, convenient and understandable navigation and contacts.

The landing page loads quickly and is low (it would be nice to add optimization for mobile devices).

• Analytics and post-click analysis.

Setting up an advertising campaign is far from all that needs to be done on the path to success. It is important to understand how it works and constantly improve it. To analyze a campaign, you need to use utm tags for Yandex.Direct or link your Adwords and Google Analytics accounts. You need to analyze the budget and bid amount, conversion by campaign, conversion by ad text, conversion by each keyword, perform A / B testing of web pages that receive traffic.

Considering all of the above points, you will be able to increase the effectiveness of your advertising campaign even at its start. Many of the details have been reviewed by our internet marketing experts and described in other articles posted on the site.

The best contextual advertising in terms of cost per click

In this regard, many advertisers are wondering: "Which is cheaper - Google Adwords or Yandex.Direct." Undoubtedly, Google is the absolute leader on the territory of Ukraine. It is more popular among advertisers, but, unfortunately, the cost per click in this network is higher.

Do not ignore Yandex: a click in this network can cost 60% less. But do not forget to pay attention to the specifics of the topic and remember that the amount of traffic in this search engine is limited.

As for the cost per click for media companies, it is almost the same in both Google and Yandex, at the level of $0.03-0.04. In this connection, we recommend testing traffic conversion before allocating a budget for media networks.

Specialists in the best contextual advertising

If you want your advertising budget to bring maximum benefit, but you do not have sufficient knowledge, you do not want to understand this topic - contact our company Web-Sputnik for help. Our contextual advertising specialists have the following criteria:

• Our team has many years of experience in setting up and running advertising campaigns, achieving the maximum effect.
• Calculation of rates that provide savings in the advertising budget and its rational use.
• Favorable terms of cooperation that ensure a stable flow of customers for your services and products.