Contextual advertising - a guide for beginners. When is it profitable to launch this type of advertising product?

In the article we will try to explain what contextual advertising is in simple words, reveal 5 secrets how to use this tool in practice. Contextual advertising is a powerful marketing tool for high sales. Context is a connection or content (translated from Latin). The article provides a complete overview of this topic. The material is presented in blocks for convenience.

This is a powerful promotional tool for a business presented on the Internet. It consists of launching an advertising campaign, selecting keywords and compiling ads, and is shown only to interested users, on search or partner sites. With the right settings, it has a greater return, increases profits. It differs from traditional advertising in that it is broadcast only on the Internet. To start, you need a website or at least a page in the networks. Displayed in response to the user's input query. For example, if you ask “buy an iPhone” in the Yandex search engine, then this type of advertising will be in the first places, in Google it will be the same.

This area received its first and powerful development in 2009. In connection with the crisis of that year, many enterprises went online and began to advertise themselves using this tool.

To date, two sites with a turnover of tens of billions have been identified - the Yandex Direct advertising network (hereinafter referred to as Direct) and Google AdWords. Also on the market is the Runner, which works on the principle of teaser advertising showing pop-up windows.

Types of contextual advertising

Contextual advertising in search engines is divided into two main types. Search advertising and thematic, broadcasting advertisements on partner sites (sites). There are also a number of additional concepts (directions) that have received certain terms and definitions.

In simple terms, Topic Ads - broadcasts the impressions of the advertiser's ads on sites that have become partners with the advertising network. In Direct, this network is called YAN, and in google adwords it is called CMS. Any webmaster, site owner, can become a partner in these systems. It's easy to Google, just send an application with any attendance and after moderation, if the site meets all the requirements, it will be accepted. Yandex and its direct system are more complicated, it requires visits from 300 people per day and an agreement is concluded with the Yandex advertising network.

Ads on such sites (platforms) are shown either strictly thematically, or previously entered commercial requests from the computer of a user who came to such a site are relevant. That is, if you recently searched for a sofa, and then go to the resource for buying apartments, then ads for the sale of sofas will be broadcast.

In the example, one of the resources on architecture, as you can see, part of the ads is not relevant to the topic. Such advertising can be seen on almost all partner sites.

Contextual advertising allows you to broadcast ads to a narrow circle of the target audience. This type of advertising has received the term - targeting, targeted advertising. Its principle and example was given above, using sofas as an example. That is, in the settings of the advertising campaign, you can directly specify certain products (Keys) that were of interest to the user and broadcast your ads to them through the sites of partners of Direct and AdWords. Allows you to target ads to specific gender, age, region, etc.

This type of advertising is widely used in all social networks. Easily customized to the interests of a specific audience. A number of special parser programs help to collect entire segments of your target audience and sell your products and services to them.

What is contextual advertising in Yandex Audiences? Type of advertising targeting based on the collected database of telephones and postal addresses. In the Yandex Audience service, you need to upload the existing database and, after moderation, it is possible to broadcast ads to your hot customer audience.

Note the teaser ad. This type of advertising is broadcast on the basis of pop-up windows. There are several popular teaser networks that have a large pool of partner sites where such ads are shown. Begun specializes in such advertising.

Recently, video advertising has become very popular. These are ads that are broadcast in the video clip display window. Due to the growth of the audience of the YouTube service, this advertising niche is becoming very profitable and popular.

That's basically what contextual advertising is. We briefly reviewed the main types, directions and concepts of this marketing tool. Now, having the initial general concepts, you can correctly formulate a question on a particular direction of advertising and get a detailed answer in the search engine. On our resource, there is also a lot of useful information, and new releases and cases are constantly published.

When is it profitable to launch this type of advertising product?

Consider when it should and will be profitable to launch this - advertising in advertising systems.

— Classic sales promotion;

It is necessary to increase sales volumes in the online store, the number of applications and orders for services, and similar actions on the Internet resource. Contextual advertising in Yandex direct and google adwords will help, they made an ad and in an hour you are in the top of the search results and there are already results.

The same thing, the ability to launch as quickly as possible, no need to wait for the indexing of pages or the release of traditional advertising.

— New product or service;

For example, glasses for observing a solar eclipse. A one-time product, advertised in Google and Yandex, it worked, ensured sales growth. Such a short-term campaign needs to be broadcast on search. Your ad should be at the top of the search results. The user entered a query into the search engine, and your ad appeared in the search results, preferably in the top positions.

— Growth of attendance of the resource;

If the site is young, then traffic is important to it at the initial stage, traffic from search engines will not immediately go. Advertising itself does not affect the promotion, but the visitors who come are targeted and they are interested in the resource, so they will study the information provided, go to a few more pages. Site indicators - behavioral data will go up, and this is already good for promoting the resource.

Advantages and disadvantages of such PR

The benefits are already presented quite well, we will only add that payment is made only for clicks on ads, that is, for clicking on links in an ad to the site, and not for impressions. The ability to fine-tune to a narrow segment of the target audience.

Disadvantages: There are also those, contextual advertising on the Internet is one of the most difficult promotion tools, its configuration is very difficult, if it is not configured correctly, then the advertising campaign budget will be spent, but there will be no return. Since 2009, in some niches, the cost per click has risen to $20 or more per click.

Before launching on your own or hiring a third-party performer, you need to understand the issue and understand what contextual advertising is. To study at least superficially the principle of setting up advertising campaigns in certain services where you are going to invest through specialists. This is necessary in order to correctly draw up the terms of reference for the performance of these services for setting up advertising.

Setting up contextual advertising

The tool is very flexible in settings and it is impossible to tell within one article. Let's say the main thing. All settings begin with the selection of key queries. Be sure to separately make a block minus words and phrases. Selecting a good core of keys is the key to success. It is necessary to use special contextual advertising services to select key phrases, do not confuse with the selection of keywords for the site.

In Ya.Direct, you can use a special link and involve a personal settings specialist, directly from their service. But they work with big budgets, and they make settings for very expensive keys.

When working with advertising in both resources, it is imperative to separate campaigns into search and thematic ones. There are completely different ad formats and settings. The principle in both sites (Direct and AdWords) is the same, but the settings are different. It is necessary to use UTM tags and constantly monitor the statistics. Any campaigns before launch must be checked with tests on small budgets. Define clickable ads and already, then run ads in full.

Contextual advertising is subject to A/B testing. Always run tests. You need to check everything, headings, texts. Do not confuse with landing page tests, they are different tests. A split test is performed by creating 3-5 advertisements with different text and different headings and see which ad worked best, which has more CTR. Broadcast your ads to a selling landing page. and how to test them, we described in detail in simple words. The landing page also needs to be tested later (conduct an A / B test). Well-tested and well-tuned, these two marketing tools provide high profits and significantly reduce the advertising budget.

- The title in the ad must match the title on the page;

— The landing page must be relevant to the offer;

- The resource where the offer leads should open quickly and have a mobile layout. Check your pages in the google pagespeed service, it should be more than 95%;

Following these rules, the result will be a reduction in the budget, and an increase in sales.

To be able to use these tools means to be in the subject of Internet marketing.

If you have a small organization and are just starting a business, then after studying the material on the topic for a week, you can set up a company for yourself. Even by subscribing to our blog and having studied the material, it will be quite enough to start, of course, you won’t become directologists, but there won’t be a big drain on the budget either.

Contextual advertising cost

There are various myths about contextual advertising about what is expensive, others consider it cheap. Don't believe! Costs money! Billions are in circulation in this area today. Yes, and high-frequency niches (keys) are quite expensive. The tool is one of the most effective, if it were not, then such money would not rotate there. To reduce costs, you need to be able to correctly set up campaigns and monitor statistics. Efficiency is achieved by the same actions.

• Incorrect settings will lead to large financial losses;
• Not correctly drawn up terms of reference for the performer will also bring a negative result;

When broadcasting and setting up campaigns, always consider the region. If you need to show ads throughout Russia, then be sure to exclude cities with a population of over a million! In Moscow, all advertising is more expensive, and when broadcasting in Russia, all rates in all cities will go to Moscow! Same thing with Peter. By excluding these two cities, you will really save your budget. For these two cities, you need to make a separate campaign and broadcast to them separately.

It is worth noting the fact that if the site is developed on any constructor, such as Wicks, then the agency or a remote specialist directologist will set up additional work to prepare the landing page. This is due to the fact that websites and landing pages on constructors are almost impossible to sharpen for a normal advertising campaign. There is no possibility of editing service codes to achieve fast page loading, sharpening for a mobile version, etc. A directologist who respects himself and values ​​his reputation will either issue an invoice for additional work or refuse the order.

A good result is 50% profit from the invested budget. Invested 50,000 rubles, returned 75,000 net profit.

Excellent result all 100%. Invested a hundred thousand, received two hundred.

To achieve such results, first of all, it is necessary to take into account the margin, the net profit from a product or service. If it is small, and the cost of a click is expensive, then no competent settings will help. Well, then the matter of technology:

• Collection of keys and stop words;
• Conducting competitor analysis;
• Drawing up a portrait of the target audience;
• Preparation of a selling landing;
• Conducting A / B testing of the advertisement and landing page;

And you will be happy and great sales!

Profession Director

One of the new, highly paid modern professions. The director is engaged in fine-tuning contextual advertising. Having a certificate from Yandex and Google gives good chances for high earnings. It is not difficult to get these regalia, it is enough to take an online survey on setting up advertising from Yandex or Google, or better there and there. The questions are not simple enough, but all the material is available on the Internet, just scattered over the network. Another option is to get vocational training from good specialists, but it costs money.

The director is engaged in quite a difficult job. Namely:

• Selects key queries (SEO core).
• Optimizes ad pages.
• Creates sales ads.
• Analyzes competitors (their advertising).
• Conducts campaign analytics.
• Does all the work of setting up contextual advertising for clients.

Although the work is difficult, it is well paid, always in demand. Requires great knowledge in the field of Internet marketing, SEO promotion, site building, technical settings of the site.

It is more profitable for a large company with a large advertising budget to hire such a person for a permanent job. Smaller organizations can contact an advertising campaign agency. Small businesses can find a good specialist for remote work.

When hiring a specialist to work on setting up advertising or an entire agency, pay attention to the advertising campaigns carried out, work performed, previous Customers, reporting on ongoing campaigns, reviews.

These jobs are quite expensive for professionals. Do not use the services offered in advertisements, I will set up advertising for 3000 rubles. You yourself will set this up by reading material on the Internet for a couple of hours. Yandex Direct technical support always quickly answers questions, by asking a competent question, you can get good help for free.

findings

This is a powerful sales and marketing tool that allows you to get a good return. Requires a lot of knowledge in settings. Beginners will need to find a setup specialist. Stay with us, follow the new material, and you will learn how to correctly set up contextual advertising, spending almost no money and time.

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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.

Every entrepreneur who claims to be successful in doing business is obliged to know the features of modern business promotion. As they say, the engine of progress is advertising, the various forms of which today can turn any boring product into an object of desire for millions. One of these is contextual advertising, which has become widespread with the advent of the Internet. Let's talk about it in more detail.

Contextual advertising is a special type of promotion of products or services on the World Wide Web. It is an advertising message, as if reacting to the interests of the user of the network, expressed in the search queries made by him. The theme of such advertising messages coincides with the internal mood and requests of the buyer, which is its strength - it does not impose a product, but rather helps to find the desired product.

This type of promotion is the most effective tool to help organize a powerful flow of new customers. Each of us has repeatedly observed how the search engine offers to view contextual advertising after you enter a specific request. Marketers working with a limited budget are increasingly choosing contextual advertising messages that show good results with active use.

Let's look at the difference between traditional types of advertising and contextual advertising. So, in the first case, advertising messages are placed on:

• television;
• radio;
• pages of the press.

In addition to advertising, it also hosts entertaining or informative content, which users of all three types of media study in their daily lives when accessing broadcast media, that is, when reading a newspaper, watching TV or listening to the radio in the car, for example. The task of advertising placed in traditional media is to directly distract from this content, interrupting the user's activity. This causes terrible annoyance to users, creates an aura of obsession and raises all the worst feelings, sometimes not benefiting the cause, but, on the contrary, throwing back the enterprise.

Advertising, which is outstanding according to the direction, context extracted from search queries, does not work as a user attention switch, but, on the contrary, as an appropriate semantic message, a new idea, necessary or additional information, the request of which was formed by the user independently.

What types of advertising of this type exist

Advertising in search engines

Compliance with the user request of the issued message is one hundred percent. In order for you to see everything that the companies wanted to show, agreements are concluded with advertising networks of search engines responsible for placing advertising messages. We are talking about the popular Yandex in Russia, the Internet giant Google, etc.

The cost of placing contextual advertising on the search results page varies depending on the prestige of the specific area of ​​the page where the message is placed. Prestige is determined by the effectiveness of promotion, in other words, visibility. The less visible the place, the lower the cost, as well as the effectiveness of the impact.

Typically, contextual ads are placed in the following parts of the search results page that opens.

1. In the upper part, as if embedding in a search query. This demonstration method is called special accommodation". The position is considered one of the most profitable, since at first the user will pay attention not to the standard issuance of search queries, but to advertising and, most likely, will follow the top links.
2. On the right side of the page, the so-called guaranteed demonstrations placed by search engines. It is believed that this position is less profitable, since the user will pay attention to it only after the top lines of the search engine, in addition, according to statistics, the level of user confidence in them is lower. Nevertheless, the area to the right of the search results is in demand, placements on it cost a lot and are willingly used for promotion.
3. Below the area to the right of the search terms, guaranteed demos, are dynamic demos, their number can be up to five units. Their demonstration is carried out one by one, the cost is not high compared to other types. Of course, they will not be able to show such results as special placement or guaranteed demonstrations, however, their result is the high efficiency of promoting the company's advertised product.

It is most reasonable to choose dynamic display for companies that want to increase the traffic of their electronic resource. We are talking about news portals and similar organizations that need to constantly generate traffic in order to work.

Thematic advertising

A distinctive feature of this subspecies is the divided cost of transitions. She shares literally. If search advertising was paid to advertising systems and the dividends were theirs in full, then in the case of thematic advertising, the amount of payment for the transition “falling” into the account is divided in half: one part to the advertising system, the second site broadcasting an advertising message - to the website.

According to the rules, advertising messages should correspond to the subject of the resource on which they are placed, but in practice there may be only closeness to the context or even lack of similarities. This phenomenon is officially called “behavioral targeting”. The setting for demonstrating messages that are not similar in subject matter can be set up by the customer, having discussed this moment with the executing system in advance.

Thus, visiting a site with recipes for proper nutrition, you may suddenly stumble upon an advertisement for the sale of roller skates.

By disabling the ability to set behavioral targeting, you exclude the display of advertising messages that differ from the direction of the site, and the impressions will continue only for those who are similar. Going back to the healthy food recipes example, let's assume that the promotional message based on it is selling immersion blenders, slow cookers, spice sets, etc., similar in subject matter.

Development of the sphere

The market of contextual advertising since the advent of this promotion technology continues to expand and develop, gaining well-deserved popularity. The dynamics of development is very noticeable. On average, the contextual advertising market is gaining 50% growth per year compared to last year's figures, converting to a monetary equivalent, this figure can be estimated at tens of billions of units of Russian currency.

Previously, large companies used the services of traditional promotion channels, giving preference to television. As you know, the cost of serious promotion on TV is sky-high, despite the fact that the effect of it does not always pay off as expected. Now this method of promotion is considered obsolete, moreover, not as effective as before. Today, the solvent and active part of the population is increasingly refusing television, throwing "zomboyaschiki" in the trash. Their haven is the Internet, which promptly provides all the necessary information that a modern person is used to absorbing in huge quantities.

• articles with key queries;
• recommendation links;
• banners;
• teasers, etc.

Clients willingly perceive the advertising flow on the network, turning intentions into targeted actions that are so desirable for advertising customers. Contextual advertising is the most preferred way for customers to present their product. According to statistics, by 2015 it accounted for about 40% of the entire online advertising market, while banner ads accounted for only 10%. Compared to it, the remaining areas are losing ground and becoming less popular. This is especially true for teaser advertising, due to its use to promote sites with false or vulgar information.

Internet advertising systems

• Google
• Rambler;
• Yandex.

It must be said that the Rambler system is practically not used today, preference is given to the Google network (for the entire Internet space) and Yandex (mainly Runet). Their effectiveness and notoriety had the effect of ousting rivals who had no chance of success.

The service from the Internet giant of the planet is called Google AdWords. The platform is high-tech and provides a huge number of functions for use. The settings are so subtle, and the budget is so small to achieve efficiency that the platform has gained a certain level of popularity in just one blink.

Demonstration of contextual advertisements using Google AdWords is performed both on the search results page and on partner sites of the advertising network. Let's take a look at the list of benefits offered by Google AdWords to users.

1. It's easy to manage promotions and track campaign progress. The site interface is intuitive and does not require specialized knowledge about working with the program. Despite the fact that beginners are advised to initially work with a similar platform on Yandex, it is quite possible to figure it out the first time.
2. Attracting users-members of the target audience to the advertiser's site occurs literally in the first minutes of launching demonstrations. Yes, the work of the platform is so effective. In addition, time is also saved by a certain flexibility in setting up a campaign, which takes no more than 40 - 60 minutes.
3. The setting of the budget available for launching daily work is set independently - by advertising customers. Boundaries are so flexible that even with a tiny budget, some success can be achieved. In addition, no one forbids it to be adjusted during the campaign, increasing or decreasing it.
4. The more clickable the ad is, the more profitable it is for the resource to place it in positions that are favorable for demonstration, even if you did not pay extra for them and your competitors pay more per click.
5. You can also select sites among those offered by the network that are most suitable for advertising in your opinion, either on your own or with the help of network consultants.
6. The cost per click compared to the same action is lower for the main search engine on the Russian Internet, which makes Google AdWords incredibly popular. Attracting traffic becomes more profitable, as well as promoting goods. However, be careful, this option does not apply to all business areas.
7. There are no "empty" payments. This means that standardized payments for the period of using resources are not required, payment is made solely for the completion of a targeted action - a click. Otherwise, the system does not withdraw money from the advertiser.

Now let's talk about the Yandex advertising service, called Yandex.Direct. According to statistics, the impact of this search engine is comparable to the same number of people as the largest channels in the country. Here are the benefits of using Direct.

1. The definition of the budget framework, as in the case of the service from Google, is determined by the customer independently, therefore, not promoted companies and popular goods, but even small enterprises that are just starting to conduct commercial activities in the market, can use the service.
2. The demonstration setting is flexible; for this, the developers have created a functional program interface. Customize the region you want to display, the time of day, the day of the week, in general, everything that the entrepreneurial heart desires. It may seem that some functions are meaningless, however, delve into the study of the issue and understand: each works to your advantage.
3. View promotion statistics is available at any time for and night, while various statistical "views" are available regarding viewing the work of only one element of the company or the entire mechanism as a whole.
4. Payment for the work of the service occurs for a click, not for demonstrating a message to a network user. Transferring money for real clicks makes working with the site much more profitable than if you had to pay for each impression. The price setting is also independently determined by the advertiser, however, as in the previous case, the area chosen by the resource for displaying the advertising message on the site or the page of the search query depends on it.

Impressions in the advertising platform based on the Yandex search engine are selected according to the auction method: who will give more. If the cost per click is higher, the spot is more conveniently given to a generous advertiser. When the amount is the same for several firms, the evaluation and selection of the leader is determined according to the "clickability" of the link. This is beneficial not only for the customer of the campaign, but also for the service that receives payments for clicks.

Direct ads are displayed on the following platforms:

• pages with search results;
• Yandex advertising and external network;
• map search results;
• publishing blogs;
• on the Market.

The minimum cost of the transition at Yandex is thirty kopecks, the order is made from making an amount of one thousand units of Russian currency. Divide the second amount by the first and get a pretty good result.

Some features and advantages of such a phenomenon as contextual advertising have today made it possible to conduct business remotely, while the owner can be located in absolutely any populated or non-populated area of ​​the planet, the main thing is that a device with Internet access is always at hand. The geographical remoteness of the market from the enterprise is no longer a myth, but a reality that allows you to develop without having a solid capital to launch and promote the company's activities.

Let's discuss the obvious benefits of this tool for promoting and attracting traffic. Interestingly, many of them apply not only to business owners, but also to ordinary people surfing the Internet in order to find the right information or the right products and services.

1. Working with contextual advertising allows you to achieve the attraction of specific people who make up the mass of the target audience of the enterprise. The fact is that Internet users help the advertising company on their own by making search queries. It receives the most relevant, fresh and interesting, as well as relevant responses to the request in the form of promotional messages. It turns out that it is beneficial for both: the customer and the user, since one makes a profit, the second realizes his own intentions as efficiently as possible.
2. Short time to get a real effect. The return after the launch of contextual advertising is almost instantaneous, because for each Internet request in each time unit, a search is made by many different people. It turns out that already in the first seconds of displaying the message, the first potential client will visit the customer’s website, and literally in 40-50 minutes you will receive the first order and payment for it. Incredible, right?
3. No need for a large advertising budget. Using the above services, you can start an effective advertising campaign for a thousand units of Russian currency. In addition, contextual advertising can work both solo and in conjunction with other online promotion tools offered by search engine services:
   1. articles with key queries;
   2. banner ads;
   3. teaser links, etc.
4. Setting the parameters of a future campaign to promote a product or service is very flexible, ads are configured according to all the parameters necessary for the advertiser:
   1. geographical boundaries;
   2. the high cost of a single transition;
   3. time of display of the announcement;
   4. age restrictions of users, etc.
5. The analytical tools of the sites are so powerful that they allow you to receive all the necessary information as the campaign is being carried out and following the completion of the campaign, which will further assist in further promotion and increase its effectiveness as a whole.
6. The absence of annoying coloring of contextual advertising is the main and most important advantage in terms of user reaction to messages. He was waiting and wanted to see him. For example, when making a search query about the best multicookers of our time, you will surely see at the top or side of the search page an offer to purchase a trendy and functional kitchen novelty that can fry, steam, bake, salt, sour, stew, etc. The benefit of demonstrating contextual messages also lies in the fact that it helps to orient in hitherto unknown areas of a person's life.
7. In addition to the lack of intrusiveness, contextual advertising offers the user an easy perception due to the convenience of the demonstration format. So, half of the screen is not covered by a window with an advertising message that jumped out from behind its borders, constant teasers with pictures in the .gif format do not blink on the sides of the site with important information. Contextual messages are not overloaded with unnecessary attributes at all, for which we give them an additional plus sign.
8. Extreme information content. PPC messages are short but powerful, and this is a very strong advantage. They provide enough information to convey it to the user, while consisting of:
   1. heading with the main semantic content;
   2. a brief explanation;
   3. link to go;
   4. pictures (sometimes).

As you can see, contextual advertising cannot be underestimated. Reading about it, it seems as if you have before you a real panacea from the world of advertising, working for instant and most effective promotion of goods. However, despite all the advantages and the real uniqueness of contextual advertising, it also has some disadvantages. To get a complete picture of this promotion tool, they also need to be studied.

Disadvantages of contextual advertising

We want to immediately calm the wary entrepreneurs. The disadvantages of this type of promotion are so insignificant compared to the advantages that they will not seriously affect the impression of this most effective tool. However, in order to conduct successful activities, it is necessary to keep them in mind in order to regulate the consequences that arise in time and eliminate advertising “holes”.

1. Short working time. Simply put, the duration of the effect arising from contextual advertising has a short duration, due to the constant need to replenish the budget, which is depleted during the campaign. In addition, constant reconfiguration of campaign parameters is required to increase its effectiveness. Comparing with other, short-term less effective methods of promotion on the Internet, for example, articles with key queries, you can see that in the long run, without changing the settings, contextual advertising of a product or service cannot exist.
2. The risk of not paying back the investments made with further profit. It turns out that by laying a certain budget for promotion with the help of contextual advertising, you get the likelihood of its overspending. An investment in contextual advertising will pay off only when the profit exceeds it several times, preferably 5-6. For example, you are engaged in the sale of certificates for the services of a cosmetologist with a face value of 1000 units of Russian currency. Getting one real client costs you 200 rubles. The benefit is obvious, because you get 5 times more than you spent. You can continue to use this tool. Otherwise, you shouldn't do it. That is, if the advertising system takes 700-1000 rubles from the company for attracting a client, sooner or later the company will go to the bottom.
3. For some entrepreneurial niches, promotion through contextual advertising is not cost-effective. Most often, this tool is used in Internet marketing and beyond its redistribution may be useless. We are talking about the sale of goods offline, which are not customary to sell on the World Wide Web. Of course, in 2017, some of them are starting to conquer the online space, for example, food. Previously, cakes were ordered directly from pastry shops, now they are looking for private customers who make masterpieces of amazing beauty and taste at home. However, such areas as oil and gas entrepreneurship, for example, will forever remain non-virtualized, therefore, they will not be able to make a profit with the help of contextual advertising.

Proper use of contextual advertising

As you can see, the promotion tool under discussion has an overwhelming number of advantages and some disadvantages. Let's discuss how to deal with the negative sides and use the positive ones as effectively as possible.

Having not solid experience with advertising a product or service through the context of user-demanded content, it is quite natural to feel some uncertainty. However, this does not mean that you should definitely turn to the services of professionals in this promotion industry and pay not only to advertising systems, but also to them. Think for yourself, such a budget overrun is absolutely not cost-effective. By working with automated services for conducting advertising campaigns using context, you will benefit much more.

The services themselves help avoid common user errors by providing pop-up guides on how to maximize benefit and efficiency through settings. They actually take over the full functionality of professional agencies, doing it for free.

How the cost of an advertising campaign is calculated using the discussed advertising tool

When a businessman decides to resort to the help of contextual promotion of a product or service, the first question of interest to him concerns the method of forming the cost of a click. We have already said that the two most popular platforms for conducting advertising campaigns on the Internet, Google AdWords and Yandex.Direct, require independent determination of the cost directly by the advertiser, taking into account the minimum set by the system. So, for a service from your favorite Russian search engine, this minus is 1000 units of currency.

A click is a transition to a customer's advertisement, clicking on a link leading to a website that demonstrates the product being promoted. It is for this transition that the advertiser pays, more precisely, the cost of clicking each time is subtracted from the total amount on the entrepreneur's account on the server.

The price of this transition is formed on the basis of the following components.

1. The advertiser's area of ​​business is, simply put, a market niche. Clicks that take users to the websites of financiers, businessmen, medical private organizations, construction companies, etc. are expensive. For them, the transition price starts from 50 rubles and ends at around 600 rubles. A targeted action costs much less in a campaign to promote ordinary things, for example, household and kitchen appliances, cosmetics, sports equipment, in general, consumer goods. It should be noted that demonstrations in any niche are of an auction nature. The higher bidder shows up in the best area of ​​the page, plus the frequency of impressions increases when it comes to dynamic demos under guaranteed impressions on the right side of the page.
2. Method for setting parameters for displaying advertising messages. When you start using the advertising services described above, you immediately receive from them the default settings for the demonstration, which are considered the most effective, but at the same time also expensive, since they imply the placement of the message in an expensive place on the page, which increases the likelihood of a targeted action. This means that the cost per transition will also be as high as possible. Thus, in order not to get into trouble with automatic tuning, carefully set the parameters that are relevant to the company manually. Since the service interface is intuitive, you can easily handle this task yourself.

With this method, you can cut the cost per click even in the most expensive market niche, while maintaining the level of quality of the demonstration and getting visible results.

By the way, you can find out the cost per click for different areas of entrepreneurial activity using various online services. For example, the Mutagen web page knows the Yandex.Direct prices very well.

In addition, the search engine itself will be happy to provide information on the estimated cost of promotion using the budget forecasting service, which allows you to get an estimate and calculate the cost of a month of the service.

Summing up

Do you want to get clients quickly and cheaply, being sure of the final result? Contextual advertising is an ideal way to achieve what you want. Of course, its cheapness is relative for some areas of business, however, all costs will certainly pay off in the process of using the tool.

When starting to work with promotion services, remember that contextual advertising does not work equally effectively for all existing market niches. If you doubt your actions, we advise you to hire a professional directologist who is responsible for the correct setting of contextual advertising and its subsequent adjustment.

If your company is promoted exclusively on the World Wide Web, contextual advertising can be used solo or in combination with other popular means. Read the article carefully to learn all the features of this tool and decide on its use. We wish you good luck in development and success in the business field!

Video - How to attract only an interested audience using contextual advertising

So, today I have an introductory article on contextual advertising for you. I will tell you what this type of advertising is in general, what types of contextual advertising are, platforms where you can advertise, and I will also write about the benefits of contextual advertising. This is currently one of the most effective sources, so you need to pay due attention to it.

It turns out that contextual advertising acts selectively and is shown only for specific requests, therefore, if the ads are set up correctly, the ad will have a high quality score, which means there will be customers and sales. Therefore, you need to understand that contextual advertising is a tool aimed at increasing sales and attracting new customers via the Internet.

The main feature of contextual advertising is information and the uniqueness of the sales offer. If these two factors are properly built and skillfully presented to potential customers, then there will always be a large number of sales. Therefore, there are so many people on the Internet who make little money, and few who make big money. And based on this, I set my main task so that the readers of this blog begin to skillfully use their online advertising, thereby increasing their profits.

What are the types of contextual advertising

1) Banner advertising is a fixed or animated picture. This type of advertising is quite common, because it is noticeable and has a high conversion, which favorably affects the result of placing a banner on the site;

2)Video advertising is a type of advertising that uses video. To date, a very common method of promoting goods and services and every day is gaining even more popularity. Most often, this type of advertising can be found when watching regular video clips, when a 15-20 second video with an ad pops up at the beginning of the video. There are also various kinds of viral videos, when some large company, using its product or service, creates a short video, and in a few weeks it becomes a hit on the Internet.

3) Text advertising is the most common type of advertising that is found absolutely everywhere. This type of advertising is a regular text ad, sometimes with a picture, and the obligatory presence of a link to the advertised resource. Text advertising is of two types: search and thematic. Search ads appear in search results on the site when there is a specific search query set by the user. A search query can be carried out both on search sites and on ordinary sites that have a search string, so the search can be carried out both throughout the Internet and on a specific site. An example of a search ad is shown below.

Thematic ads are shown on the page of a particular site if the subject of the ad meets the user's needs. Such advertising is shown not in the search results of search sites, but on the most ordinary sites and is an addition to the content of the site pages. Thematic advertising is also called behavioral, because it corresponds to the interests and needs of users.

What are the sites for contextual advertising

In order to place a search or thematic site, there are quite a few services, but all of them are mainly aimed at working through two Internet search giants - Yandex and Google. These two search engines have special services for contextual advertising, namely Direct and Adwords, respectively (I will describe them in detail in subsequent articles). Everything that appears in the SERPs on these two sites is search advertising, and everything that is placed on partner sites is classified ads. All advertising is configured through the interface and after moderation and account replenishment, your ads start showing.

I will not write why you need to use these two sites to advertise your products or services. Firstly, Nikolai already wrote about this, and secondly, you should be well aware that these are the two most leading search engines in Runet, which means that the entire population of our country uses these sites when searching for something they need. Therefore, it is when working through these two sites that all the main traffic is concentrated.

How contextual advertising works

Contextual advertising is quite simple. There is always something that needs to be advertised (product, service, website or something else). There will always be those who need what is advertised. And there is always an intermediary - in this case, these are online advertising platforms. The person who advertises, either himself or through specially trained people, places advertisements on these sites. The final result in the form of applications or calls will depend on how well the advertising is set up. Therefore, I constantly tell everyone that if there is no knowledge in this area, then it is better to entrust your advertising to professionals, thereby saving not only time, but also money.

After the ad has passed the test, it is launched. And as soon as the user's query in the search line matches the key phrase of your ad, the potential client will see your ad (although it often happens that ads are not shown in the right positions, but I will talk about this in other articles). And if your ad is of interest to a potential client, then he will definitely go to your site. Further, everything depends on the quality of the site, the trade offer and, of course, the price. Much depends on the price of a product or service. Therefore, when the ads are well-configured, the site is well-designed and the USP (unique selling proposition) is well-designed, then I am more than sure that your business will always go uphill.

Benefits of contextual advertising

1) Attracting only the target audience - as a rule, ads are shown only to potential customers who are already interested in your product or service. At their request, your ads are shown, thereby visitors go to your site, who will definitely buy your product or use your service. At the same time, only you decide for which queries your ads will be shown, and for which not. And I'm not talking now about complex advertising setup schemes that are focused not only on the absolutely target audience, but also on those who are not particularly looking for what you offer. This is a separate category of clients, the so-called "warm" and "cold". For them, setting up advertising is completely different (I will definitely write about this in subsequent articles).

2) Geo-targeting - when launching ads, you can choose the countries, regions and localities where your ad will be shown. And it does not matter here that you are in a completely different region or even country. Thanks to this, boundaries are erased and you can easily scale your business.

3) Pay only for users - no matter how many times your ads are shown. You only pay for specific ad clicks to your site. This is very beneficial for your business, as the efficiency of this only increases. I also want to note that on advertising sites there is a system of protection against invalid (unfair and erroneous) clicks, the so-called ad clicks, thus your budget is safe. And if the system notices that there was a click, then the money will be returned to your account.

4) Full control of advertising - the entire advertising process is under your personal control. All detailed daily statistics are available to you. You are always aware of how much was spent for each transition to the site, how much each application cost you, how many users came to the site, what is the conversion rate of advertising and the site. And if something suddenly does not suit you, then you can stop ads and make adjustments to improve efficiency and re-launch ads, thereby saving your advertising budget. It turns out that advertising is completely dependent on you and the tasks that you set by launching this advertisement.

5) A small budget to start - launching advertising does not require many thousands of infusions of funds. Sometimes 500 rubles a day is enough to receive daily applications that flow into customers. Of course, the budget depends on the goals and objectives that you want to achieve from advertising. But the big plus of contextual advertising is its availability. This is especially important for start-up entrepreneurs. The only thing I want to note is that it is very common that people, having no experience in contextual advertising and limited by a budget, begin to create an advertising campaign themselves and after 2-3 weeks they have neither money nor customers. Unfortunately, this is quite common. Therefore, approach the setting of advertising very responsibly.

6) Quick result - you can create and launch an advertising campaign within 24 hours, provided that the advertising is not large in volume. All you need is to competently and efficiently create ads and replenish your personal account, and on the very first day after the start of the impressions, receive the first visitors to the site and applications. Therefore, this type of advertising has an instant exhaust. If the advertising campaign is large in volume (usually these are online stores), then the creation and launch can take up to 3-4 days. In this case, you will receive the first visitors after 4-5 days.

Conclusion

Contextual advertising has huge advantages over other advertising tools. Currently, without contextual advertising, you are losing a large flow of potential customers, which ultimately affects your profits. It doesn't matter if your business is online or offline. Contextual advertising is ideal for any type and sector of business. Advertising is the engine of commerce. And how you use it will determine the performance of your business. But the final decision is always yours.

I wish you all a large flow of customers and huge profits. To be continued.

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.