Contextual advertising wiki. Contextual advertising for beginners. Disadvantages of contextual advertising

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

After all, in modern world can't live without ads. This was, is and will be the inexorable truth of human development. Something sell, suggest, on something earn, declare yourself (product, service)- all this requires advertising.

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

From this article, readers will learn:

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

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

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

Newspapers, radio, TV, and now also Internet are under the control of advertising. Advertisements are placed literally everywhere on the Web. Search engines, forums, sites, social networks, chats- all this is an excellent basis for advertisements.

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

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

contextual advertising is a tidbit for advertisers. Advertisements sell for the number of clicks. That is, the advertiser "pays" only for those users who visited his resource, and not for the number of people who were shown the ad.

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

1. User (potential client) in search

Let's say the user wants to buy hanging chair for living room. In the search bar, he enters a simple phrase " hanging chair and click on the search button.

2. Search result

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

30% This is contextual advertising. She may be located either right side from or above the main search.

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

4. Successful acquisition

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

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

Therefore, contextual ads always correspond to the user's request or belong to the area of ​​his interests. Most of them are created on the basis of key queries.

2. Why is contextual advertising needed and in what cases is it used? 📌

Contextual advertising pursues users for every mouse click. Therefore, it is quite reasonable to think that if these were simple clumps of text, they would not be present on the Web in such numbers. Means, contextual advertising is needed.

contextual advertising is a well-thought-out marketing ploy that guarantees “hot” transitions with a high level of conversion (completion of targeted actions). Only those who are unfamiliar with its possibilities can doubt its necessity.

This type most advertising powerful way , which allows you to directly promote the interests of the client. Help in quickly finding the right product or service, unobtrusively providing up-to-date information with subsequent profit, that's what contextual advertising is for.

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

This ad is a great choice. unobtrusive interaction seller and buyer. It brings profit to sellers, and saves customers a lot of time, which they could waste aimlessly searching for a store, product and a suitable price.

The main thing, what is needed for a good advertising campaign is to choose the right keywords and anchors that will attract buyers to the site. These manipulations will save finances for the employer and attract really interested visitors.

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

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

• Recognition. Due to the frequent “flickering” in search results or on websites, the brand becomes recognizable to the masses. Public consciousness is arranged in such a way that if there is a recognizable element, then most individuals position it on the positive side.
• Confidence. This point is quite controversial and depends only on how well the advertisement was made. If the advertisement worked and the customer was satisfied with the purchase, the likelihood that he will return increases significantly.
• Innovation. Market promotion of new products or services, permanent promotions, discounts and profitable offer always attracted customers. And what, if not contextual advertising of the site, will help the user to learn about a tempting offer.

There are two payment options for this service:

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

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

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

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

Type 1. Search ads

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

Important! These ads are optimized with headline and text. When developing, popular keywords are used.

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

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

View 2. Thematic advertising

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

1. The customer selects the keywords to which his ad will respond.
2. Advertising parameters are configured, the cost of the entire advertising campaign depends on them.
3. Placement of advertisements on thematic pages and in search engines.
4. Advertisement responds to a user request.

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

Type 3. Contextual media advertising

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

1. Image. A bright banner strengthens the image of a brand or company.
2. Demand. This advertisement is able to attract more attention than regular text, so the demand for a product or service increases significantly.
3. Association. Businessmen who occupy a certain niche in the market often worry about their recognition. Contextual media are able to create an association between goods and the manufacturer (distributor).

The banner always has a call to action. User is encouraged buy, look, call or just go to website and learn more, and the image of the product contributes to this action.

View 4.

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

Stage 2. Analysis and monitoring of competitors

Stage 3. Compliance with the rules for compiling contextual advertising

Consider the main and general rules for compiling advertisements in contextual advertising services:

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

Now we move on to the stage of compiling the title and text of the advertisement.

Stage 4. Drawing up and writing a title

Write the headline intriguing, eye-catching, encouraging the user to read. As needed, include the keyword/phrase in the title.

Stage 5. Drafting the ad text

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

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

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

Stage 7. Setting up targeting

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

• Consider the features of each contextual advertising platform;
• Write effective advertising texts
• Analyze the progress of advertising and constantly optimize the process;
• The pages that potential customers land on should be understandable and convenient.

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

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

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

1) iConText

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

If many systems have an auction "policy" for a key request. Then in this system, the main key queries can be placed in a separate "portfolio", which will take part in the auction.

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

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

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

2) Blonde.ru

Contextual advertising agency has developed and launched 2 (two) own advertising platforms. The contextual advertising company has existed since 2007 and specializes in contextual advertising. Collaborate with systems Yandex and Google on which advertisements are placed.

Contextual advertising costs this agency directly depends on the needs of the client. It does not indicate the amount from which they begin cooperation. A client who has applied to this agency pays only for a click, that is, for the number of clicks.

Cost per click is determined by the method " auction ". That is, there is no fixed cost, it is determined as a result of bidding.

The auction is automatic, the winner pays the cost per click of the previous user and the minimum step. If the cost of advertising per click suits the winner, the agency begins to cooperate with them.

3) Registratura.ru

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

8. Features of contextual advertising settings 📎

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

There are many tips on the Web that will help you set up profitable contextual advertising. Some of them are great help for beginners, others can only confuse the advertiser more.

8.1. Placement strategy

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

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

Depending on which position the advertiser chooses, the cost of the advertising campaign will vary. Naturally, every advertiser wants to get into the positions of "special placement" or "guaranteed impressions", but not everyone can be lucky, because it's all decided in an auction, in addition, the quality of the advertising text affects the results.

8.2. Targeting

There are several types of targeting options:

• Geographic. This position allows you to customize the advertisement so that it is shown to residents of a particular city.
• Hourly. The advertiser has the ability to set up an advertisement so that it is shown in a certain period of time.
• behavioral factors. This type of targeted advertising allows you to track the interests of users. By analyzing the browser history, the system receives data according to which it offers a particular product or service.

8.3. Advertising on thematic sites

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

8.4. Number of ad clicks

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

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

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

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

Automatic budget allocation will help to get rid of such misunderstandings and make advertising much more effective.

8.5. "Negative words"

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

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

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

8.6. Control

Changes are constantly taking place on the Web, especially for contextual advertising systems. Every day there is a fierce struggle for high positions. Advertisers raise the stakes, improve their ads, change pricing per click.

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

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

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

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

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

Creating a semantic core seems to many to be difficult, and for beginners, an almost impossible task, but, nevertheless, there are ways that will help in this matter. For the selection of a semantic core, there has long been a step-by-step instruction.

Step #1. Preparatory

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

Step 1. Compiling a table and distributing words by column

First what you need to do is to make a table with key queries.

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

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

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

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

• "St. Petersburg".
• "SPb".
• "Peter".

Users may intentionally abbreviate words for ease of use. Sometimes this is not global in nature, but in some cases such a moment should be taken into account.

Fourth column responsible for the characteristics of a product or service. Simply put, it answers the question, “what is it?”. All options that users can use in the search should be considered.

The variability of keywords should be taken out of your head. You need to think about what criteria and queries users are looking for information. If you run out of thoughts, you can go to services that help in the selection of key combinations of words.

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

Step #2. List of keywords

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

How to choose keywords for contextual advertising?

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

Use conditional " multiplication” to create all possible variants of keywords.

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

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

Step #3. Remove unnecessary requests

After the system automatically generates key queries, there may be about a thousand of them. Most of them can be safely considered rubbish» and remove .

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

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

Step 3. Clean up all unnecessary requests

"Negative words" in the Key Collector service must be removed. To do this, you need to go to " Data» — « Group Analysis". The program will automatically generate by groups the words that make up the queries. Groups of words that do not answer consumer interests, it is necessary to mark and save in a separate document - these will be the same “minus words”.

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

Step number 4. Grouping and segmentation of keywords

Step 4. Sort keywords into groups

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

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

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

Step number 5. Taking into account features of Google AdWords!

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

Firstly, the system wants to see “negative words” in all possible word forms in the contextual ad.

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

Second What you need to know when working with Google - it's the lack of prepositions. For example, if the request sounds like “buy a laptop in St. Petersburg”, it should be changed to “buy a laptop in St. Petersburg”. Otherwise, users who make requests without pretexts will simply not see ads. And most of these users.

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

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

Cost per click – this is the amount that the advertiser is obliged to pay for the user's transition to his resource.

This figure is influenced by several factors.

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

Cost per click in these categories often varies from 10 rubles to 25 dollars. Segments that are priced somewhat lower than this entertainment, hobby, inexpensive goods(products with a pricing policy from 100 to 1000 rubles).

Factor 2. Advertising setup

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

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

To increase the effectiveness of advertising and reduce cost per click need to know how to customize ad. Only then, even in the most expensive segment, you can count on the maximum number of transitions with reasonable financial investments.

Also, the cost of advertising may depend on the so-called auction. Especially often this can be found in the Yandex. Direct. The principle of operation of this auction is quite simple. Each advertiser selects key queries and makes the minimum rate he is willing to pay for 1 click.

Then, among all the key queries submitted by advertisers, the one that has the highest price is selected. This request gets the highest positions, and accordingly the advertising campaign will stand a lot more. That is, in fact, the advertiser himself sets the price.

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

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

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

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

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

"Cons" (- ) contextual advertising in social networks

1) Difficulty tracking

2) Features of creation

Since it is difficult to track the effectiveness of creating and setting up targeted advertising requires a subtle approach.

3) Cost

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

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

Today, the ability to place contextual ads is provided by three major search engines: I am index- system , G Google- , Rambler- Begun system.

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

What does contextual advertising look like?

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

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

1. Special accommodation - up to three ads at the top of the page, directly above the search results. This is one of the most profitable positions, as the user will see your ad one of the first.
2. Guaranteed Impressions - up to four ads located to the right of the search results. This position is less profitable than Special Placement, but since the price of admission to Guaranteed Impressions is significantly lower than Special Placement, many advertisers are happy to place their ads here.
3. Dynamic Impressions - ads located under guaranteed impressions (up to five). They are displayed periodically, alternating with each other. Even if the ad campaign has a limited budget and ads cannot be placed in Special Placement or Guaranteed Impressions, Dynamic Impressions perform well. It is also a good solution for generating traffic, for example, for a news portal.

Thematic contextual ads are displayed on the pages of sites included in the Yandex Advertising Network if the subject matter of the ad matches the user's interests. Thematic advertising is shown as additional information to the content of the pages that the user is viewing. It is in the area of ​​his attention. For example, the Yandex advertising network includes sites such as mail.ru, livejournal.ru, odnoklassniki.ru and many others, great amount resources on a variety of topics (auto, real estate, education, business and finance, leisure and entertainment, etc.).

Goals and effectiveness of contextual advertising.

• sales increase,
• conducting promotion,
• traffic maximization,
• launching a new product or service on the market,
• increasing knowledge about the brand (brand).

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

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

Example:

Query: "green fridge"

Ad: Smeg colored refrigerators
Smeg green refrigerators. From the official dealer. Delivery tomorrow!

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

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

1. First, the ad itself. It should clearly reflect the user's request, that is, be as relevant as possible to this request (in other words, "relevant"). This is how the click through rate of an ad, or its CTR (Click Through Rate) is determined. This is the ratio of the number of clicks on an ad to the number of impressions, measured as a percentage. For example, if an ad was shown 1000 times, and 200 users clicked on it, then the CTR this announcement is 20%. The higher the CTR, the more the ad matches the query and the lower the entry price for Guaranteed Impressions or Special Placement will be for you.
2. Targetings:
   • Time targeting allows you to set your ads to show only during the hours your business is open. For example, if orders in your company are accepted from Monday to Friday, from 9 am to 6 pm, then there is simply no point in running ads during other hours.
   • Geographic targeting allows you to customize the display of ads in a particular country, region or city. It is extremely useful for advertisers whose audience is the whole of Russia.
   • Behavioral targeting takes into account the interests of users and allows you to display ads on Yandex partner sites based on the interests of users.
3. Post-click analysis. With the help of Google Analytics and Yandex.Metrica statistics counters, you can analyze the effectiveness of an advertising campaign.

It is worth noting that all these settings also depend on the goal pursued by the advertiser, and it is impossible to reduce all contextual advertising campaigns to one rule about the ideal ad and its parameters. That is why you need to contact a specialized agency that has sufficient experience in placing online advertising.

Once upon a time, a man hunted for goods. In the world modern technologies the goods are strenuously hunting for a person.

The statement seems out of touch with reality as a pun only to those people who have never searched for information on the Internet. Active network users constantly notice that their requests in the system are remembered, and helpful ads on websites tempt them into themed purchases. To some, this may seem like an invasion of personal space, but the fact remains - we are all in the grip of a daring and "spy", but still so appropriate.

In order for the visitor to click on the ad, that is, to have the desire to follow the link to more detailed information on the site, advertising needs, firstly, to come to the place, and secondly, to visually lure a potential buyer. Consider different kinds and types of contextual advertising that should cope with these tasks.

Types of contextual advertising: text, banner and video advertising

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

Types of contextual advertising: search, thematic, advertising in social networks

Such ads are always marked "advertising" and correspond word for word to the user's request. Money for its placement is completely transferred to the account of search engines (Yandex, Google, Begun).

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

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

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

How contextual advertising works

The purpose of any advertisement- present the product in such a way that it is bought. Traditional advertising operates blindly, it seeks to reach as many people as possible and thus increase the likelihood of being caught by those interested in the advertised goods. The second way to sell- to convince a person who is generally indifferent to the product of the need to purchase.

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

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

Benefits of contextual advertising

• pinpoint hit. The user sees ads only for the product that he independently searched for on the Internet. This is beneficial for the advertiser, as he finds a more interested customer who is easier to persuade to buy. It is also convenient for the visitor, as he will quickly find what he needs.
• fast return. Considering the huge number of people entering the World Wide Web, sales of goods usually increase significantly from the first hours of an advertising campaign.
• Available budget. You can start your advertising campaign with starting capital less than a thousand rubles.
• Flexibility in settings. Ad campaign parameters can be easily changed based on time of day, budget or location.
• Comprehensive offer. The user is looking for a specific product, but contextual advertising, ahead of desires, offers him related products or services that the potential buyer has not yet had time to think about. For example, if he was looking for a mosquito repellent, he might see offers to buy a mosquito net as well.
• Unobtrusive Format. Contextual advertising does not tire you with sound effects, does not try to fill the screen or dazzle you with multi-colored lights. Her style is a light proposal, made as if by accident.
• Conciseness. In contextual advertising, there is nothing superfluous, as in the outfit of a stylish woman. There is an image, product title, a brief explanation and a link to the advertiser's website.
• Detailed analytical analysis. After running the campaign, you will have all the performance indicators in front of your eyes, as well as weaknesses that can be improved. This way you will achieve even better results next time.
• Simplicity. You don't have to be a seasoned professional to set up the campaign yourself.

Disadvantages of contextual advertising

It doesn't have as many cons as it has pros. Consider them:

• Short duration of action. The effect of such advertising is fleeting, it requires replenishing the budget and adjusting the settings. Unlike, providing dense traffic for a long time.
• Possible cost overrun with incorrect setting. It is necessary to strictly monitor that the clicks you pay do not exceed the income from the sale of the advertised product.
• Ad blocking users. Some irreconcilable ad fighters install blocker programs and all kinds of plug-ins on their devices. Advertising will not be able to "reach out" to such network visitors.
• Clicking ads. The point is the following. The advertiser pays the service for each click on its ad. And unscrupulous competitors can "click" this ad many times to force the owner of the site to fork out. No money, no real customers.
• unsuitability for certain areas of business. There are areas whose features make any marketing tools ineffective. We are talking about large grocery chains, gas and oil monopolies. It also includes all other areas where buyers are looking for a product or service offline.

How the price of contextual advertising is formed

The cost of CR will depend on the following characteristics:

1. niches in which the advertisement is placed. The most expensive clicks are traditionally related to construction, medicine, finance and business. The click-through cost drops when the ad is in a cheaper niche: Agriculture, inexpensive consumer goods, recreation.
2. Advertising campaign settings. It can be configured in different ways, up to the unprofitability of the entire enterprise. For example, the default system prompts you to use the best performance setting in your ad placement. This means that it will be placed in the most “click-assembly” places. You pay only for clicks - transitions to the site, and not for the number of impressions. The cost per click, which you can set yourself, can be less than a ruble. However, remember that the systems operate on the principle of an auction. This means that those advertisers who pay more per click get the most profitable positions and thus have more traffic.
3. Page placements.

Here they distinguish:

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

Contextual advertising services

Now two services are leading on the Internet:.

You can contact an agency specializing in contextual advertising, or try to master this wisdom on your own by mastering automation services.

The procedure for conducting an advertising campaign

1. Key selection. First of all, you need to choose a key consisting of a word or phrase that best matches the essence of your product. The service will display your ad every time it detects a match. You need to know how to choose keywords. For example, you cannot choose “how to build muscle” if you sell hookahs.
2. Creating an ad. This is the creative part of the job. This will help writing skills. You need to be able to push the user to the coveted click, using a minimum of words and armed with an organic design.
3. Definition of efficiency. It is necessary to consider which settings will be most successful for this business. It is very good and convenient when the site has Google Analytics or Yandex Metrica analytical programs installed on the site.
4. Running ads. When all the steps are done, the last and most important thing remains - to upload ads to the selected automation system.

How to choose a keyword or phrase

You need to follow two steps:

• You get the initial data as a list - what queries users entered with your supposed keyword. They can be obtained from various sources, including Yandex Wordstat.
• Analyze the data and separate the words into key and excluded (garbage).

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

The whole point of such work is to ensure that your ad does not appear in vain on requests that are not related to your topic. For example, if you do not add the combination “in the junkyard” to the negative keywords from the request of some weirdo “is it possible to find TVs in the junkyard”, then the system will display your ad for any queries with this word, and you don’t need this. On the other hand, it’s a shame to miss a potential client by choosing the wrong keyword.

For such analytical work, you can use numerous search and keyword extraction services, such as Mutagen.

What else to do for the success of your advertising campaign

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

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

Who is a director

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

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

Wherever you decide to hire a director, first make sure he is competent.

Pay attention to the following points:

• You are not his first client. He has completed successful cases on Yandex direct or Google Adwords(usually a directologist is so highly specialized that he "sits" only on one site. And of course, he has detailed reports on previous campaigns).
• A good directologist should visually present to you his strategy of action - what budget will be laid down, how many clicks will be “received”. He must be interested in promotion.
• Ideally, it would be good to hire a specialist who understands your field of activity. Selling pillows and selling tractors are not the same thing. Still, don't get your hopes up on this point: you could spend your whole life looking for a highly specialized pro, while your competitors have already set up an advertising campaign and are catching customers in their networks!

Glossary of contextual advertising terms

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

CPC– cost per click – cost per click paid by the advertiser.

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

FROMR– conversion ratio – the ratio of those who clicked on the ad and the number of those who visited the site.

Targeting- targeting a certain category of users.

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

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

Landing- "landing page", a platform with a detailed description of the product, is most often. The user goes to it after clicking on the ad.

Conclusion

In conclusion, we note that statistics invariably speak in favor of contextual advertising. This type of advertising is gaining momentum, proving its effectiveness through increasing the profitability of sites. It is a powerful tool for quickly attracting new customers.

It remains to advise only one thing: do not take a word, check new tools on personal experience.

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

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

What is contextual advertising on the Internet?

Contextual advertising is a type of advertising in which an ad is shown to the user based on his search queries. It appears only after the user himself has shown interest in a particular service or product. Those. the user searches through the search engine and on the basis of this the system determines the need for using this or that advertisement. For example, if a user uses the keyword “buy a refrigerator” several times in a Google search, then when he visits other sites, he will be shown ads related to the sale of refrigerators.

Contextual advertising is of two types: search and thematic.

Thematic contextual advertising

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

1. Targeting - reading the content of the site being viewed and displaying advertisements relevant to the content.
2. Remarketing is a tool that studies user behavior on trading platforms.
3. Behavioral technology - studies the user's search queries.

AT partnership programs only high-quality and visited sites get. The resource must meet a large list of criteria, including the presence of author's content and competent optimization.

Search contextual advertising

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

Types of contextual advertising

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

The first two types of advertising are the most effective. Contextual text advertising works well in search engines, and banners are convenient for placement on websites. At the same time, both types of advertising can be sold according to the “pay per click” model, which is beneficial, since the advertiser pays only for active users. Video advertising for this model is not for sale.

OLV advertising - what is it?

Advertisers on TV realized that their target audience (aged 35+) suddenly began to massively move to the virtual network. Many promotional videos have ceased to justify themselves even on large central channels, and consumer response has inexorably begun to decline. It was then that OLV advertising was invented, which is an advertising video before watching another video. For example, before watching a video on YouTube or VK, the user will first be shown an advertising video lasting from 5 seconds. The system is similar to a movie theatre, where several trailers of upcoming films are shown to the audience as an advertisement before watching a movie.

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

Contextual advertising and Yandex

• evaluate the statistics of search queries;
• write an advertising text focused on the target audience;
• select key queries based on which ads will be issued;
• select a contextual advertising distribution area;
• manage placed ads.

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

Outcome

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

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 this section (in relation to a commercial site), but general issues we will consider work with a 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. 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.