It is customary to distinguish three types of contextual advertising:
1. search advertising- shown on search results pages after the user has entered a query relevant to the topic of your ad,
2. thematic advertising- is shown on the pages of those resources whose topics are similar to the topic of your ad,
3. behavioral advertising- is shown on the pages of those users who were interested in this topic, for example, they entered queries similar to your topic into a search engine.

A little terminology:

• CPC model - payment for conversions
• CPM model - payment per 1000 impressions

Keywords and Matching

• Broad matchMen's Shorts" will be shown for queries containing all variants of words, synonyms and individual words. That is, they will be shown even for the query "polka dot shorts".
• Modified broad match. Ad with keyword " Shorts +men's" will be shown for queries containing all variants of the word men's, i.e. will not be shown for the query "polka dot shorts".
• Phrase matching. Ad with keyword " "Men's Shorts"" will be shown for queries containing both of these words and in that order, it will be shown if there are additional words before or after this phrase. It will not be shown for the query "shorts for men" or "men's shorts".
• Exact match. Ad with keyword " [Men's Shorts]" will be shown for queries containing both of these words and in that order, and there are no additional words before or after the phrase.
• Minus matching. Ad with keyword " Men's shorts - pattern - photo"Queries like "shorts pattern" will be excluded.
• Indirect Match. Ad with keyword " Men's shorts -[shorts] -[shorts]" Exclusion of some word forms from the query. "Men in shorts" will be excluded"

How it works?

You contact a contextual advertising operator, for example, Yandex.Direct, Google.AdWords, Begun, Tak and others "marketgid.com", "adriver.ru", "thisclick.network", "hghit.com", "onedmp.com", "acint.net", "yadro.ru", "tovarro.com", "marketgid .com", "rtb.com", "adx1.com", "directadvert.ru", "rambler.ru". You fill out a special form where you indicate the title of the ad, its content, the cost of one click and a number of additional parameters: where to show, when, to whom. Then you deposit a certain amount into your account in this service through payment systems or a bank card.

Next, your ads begin to appear on pages that are relevant to the keywords in your ad. And for each click (transition) on your ad, the amount that you indicated during registration is debited from your account. The higher the amount you specify, the more sites your ad will be shown. The more attractive your advertisement is and the more often it is clicked on, the less money your advertisement will be shown.

Website icon - how to make it?

Some ads have a small icon before the text. It would seem like a trifle, but! Ads containing a small icon in front of the text have a CTR (click-through rate) 2-3 times higher than those without. In order for a small icon to appear in front of your ad, you need to create a favicon.ico - a miniature of your site.

“Special accommodation” and “guarantee” - which is which?

Guarantee- this is the placement of an ad to the right of the main text. The guarantee is always much cheaper, but the click-through rate on these ads is much lower. The click-through rate (CTR) for ads in special placement can reach up to 100%

Advantages and disadvantages of contextual advertising

Advantages:
• Speed. Once you have registered your ad and deposited money, your ad begins to appear. You get instant results.
• Recoil. Contextual advertising attracts targeted visitors, i.e. those who are looking for your product or service.

Flaws:
• High price. You have to pay for each person who clicks on your link. Moreover, the declared cost per click determines how your ad will rank among others. The more competition, the more you have to pay for each visitor.
• The fragility of the result. As soon as you stop paying for contextual advertising, targeted visitors immediately stop coming to you. The same cannot be said about investing in search engine optimization.

How to choose the price of a contextual ad?

Type your ad's keyword into a search engine and see how many ads there are already for that keyword. If there are few ads, then the price should be set to a minimum. The more ads, the higher the cost per click.

The position of the ad (whether it is first or last) depends not only on the price, but also on the CTR (click-through rate). This metric is calculated as the ratio of how many people saw your ad to how many people clicked on it. So, if out of 100 people who saw it, 20 clicked, then the CTR is 20%. The higher the CTR, the higher the ad is placed. In order to save money, you need to correctly compose your ad. I recommend creating several ads and seeing their click-through rates over the course of a few days, then keeping the most effective ones.

5 most common contextual advertising mistakes

1. Very few keywords used. Ads are shown based on the most obvious, and at the same time, the most competitive words. Moreover, the most common words are used, not “minus” unnecessary words(good if autofocus is enabled in Direct).

   What is the result? The client overpays, fights for general words with low returns, while at the same time, the “tasty” words that attract the most “hot” clients remain out of his sight. The frequent result is low returns from advertising, disappointment and abandonment of the most effective tool.

2. The second common mistake is one ad for everything keywords campaigns. And for “order a bus”, and for “bus for delivering people to the office”, and for “bus with air conditioning” an ad is displayed:

   Order a bus from 750 rub./hour
   from 4 hours without delay. From 8 hours discount!
   Address and telephone

   But it is absolutely clear that those who are looking for a bus with air conditioning are primarily concerned about air conditioning. Compare:

   Bus with air conditioning from 750 RUR/hour
   Cool and comfortable. Call!
   Address and telephone

   Which ad will attract more attention?

3. Third mistake - done and forgotten. There are no perfect campaigns. When composing each campaign, individual options and moves are used. For a campaign to be as effective as possible, its results must be evaluated and refined: vary ads, keywords. Even if a campaign was designed by a genius, the search landscape changes over time. The actions of competitors change, customer priorities change. Therefore, a campaign cannot simply be launched and forgotten.

   Analysis of queries, search for transactional and non-competitive target queries, sharpening ads for each keyword, further analysis and adjustment of the campaign, reaction to the actions of competitors take time; but it’s worth it, because the efficiency increases many times over.

   If you do not have this time, our specialists will come to the rescue. And even if you have time, use it for what only you can do - and entrust the development and management of campaigns to specialists.

4. The following error does not relate directly to the campaign on Yandex or Begun, but it greatly affects the advertising results: the web page your advertisement leads to(the so-called “landing” page).

   Typically used as such a page home page site. Sometimes this is justified, but most often it is not.

   On the landing page, a visitor who came from an advertisement should immediately find what he was looking for and why he clicked on the ad. Looking for HTC Desire? Should find this phone number, not a link to a directory. Looking for dry cleaning? You must immediately find the address, directions and telephone number.

   Look right now at the page where your ads lead:

   • Is it easy to do to the visitor what you want from him - call, write, order?
   • does it stick? We in Russia are sensitive to aesthetics, and even a poorly designed website can ruin all the results of an advertising campaign;
   • Is there a rational justification why a purchase should be made from you?

   Don't be discouraged if you find problems that kill the results of your campaign. From experience we can say that a rare site, even a beautiful one, has pages that are capable of performing well the task of receiving visitors through advertising.

   That is why the “Advertising Page” service appeared: development of a landing web page, with a well-structured design and selling text; This page allows you to increase the results of your advertising campaign several times. Try adapting the page to accept advertising yourself, and if it doesn’t work, contact us.

5. And the last, simply fatal and most offensive mistake. No matter how brilliant the advertising campaign is, no matter how polished the advertising page is, everything can be killed by the “last mile.”

   Who takes a call from a client? How fast? How exactly? How polite? The experience of our calls shows: 70% of offices answer imperfectly, 30-35% so much so that, let alone order, you don’t want to call anymore.

   We make such calls regularly; this is included in the package of support for advertising campaigns. And you? When last time Did you trust the manager?

When contextual advertising is not beneficial

• the product is fundamentally new, they do not know about it and are not looking for it; Moreover, they do not look for other goods/services that satisfy the same need;
• the markup (profitability) is less than 30 rubles and re-sale is unlikely;
• sales are made in a region that is not geotargeted (is there geotargeting for your region? Check this list);
• the sale of goods is illegal or is not provided with appropriate licenses and certificates;
• You sell goods remotely and there is no registered individual entrepreneur or legal entity (according to the Law on Advertising on the site, you are required to indicate the OGRN; But you can always negotiate with someone ;-)).

How to increase CTR in Yandex Direct and Google Adwords

In this article we will not talk about the conversion of the advertising channel, which depends not only on the advertising campaign and the quality of traffic, but also on the site itself, but we will talk about the most important indicator of the advertising campaign - CTR.

If the CTR is high, it means the offer is interesting and attracts the target audience. Otherwise, the advertisement is seen by the wrong audience, or the bids are too low and the ad does not fall into the user's field of view, choosing an offer with a higher position.

In addition, the higher the CTR, the lower the cost of a click (transfer) from the search engine for you. A high CTR also increases the quality score of your ads. It allows you to receive clicks for the same queries as your competitors, but at a better price.

1. Select only most relevant keywords, which will bring the most interested audience. For example, the request “Stretch ceilings” does not indicate that the user is interested in purchasing. In addition, this request is high-frequency and will help you get rid of the lion's share of your advertising budget.
   You should not rely on high-frequency queries. It is better to leave them as a snack when the advertising campaign begins to pay for itself. Add “buy”, “price”, “order” to this request and get the highest quality traffic.
2. When selecting key phrases need more specifics right away cut off requests indirectly related to your business. For example, if you are engaged in car evacuation, then using the “Evacuation” key, your ad may appear for the queries “Public evacuation”, “Evacuation rules”. Don't make such gross mistakes.
3. Use multi-word phrases! Three, four or five words in a keyword phrase is great; the more words in the keyword, the more relevant the ad text and title will be.
   Let these phrases be low frequency, but there will be a lot of them and the cost per click will be low.
4. Add as many negative words as possible.
   If you do not do this, then any of your keys with additional words in the request (photo, download, free, reviews, characteristics) will cause the ad to be displayed. I think you don't want to pay for such users.
5. Don’t forget about word forms and synonyms, they can be different parts of speech and they will have completely different quantitative and qualitative indicators: cheap - cheap, installation - installation, price - cost.
6. Using specialized programs to search for keywords is not prohibited, but always manually check the semantic core, because it may contain queries with typos and transliterations.
7. When creating ads use keyword in title and text.
   Search engines highlight in bold the exact match between the search query and the ad text. The ad becomes more visible and attractive.
8. Include information about promotions in the ad text, special offers and discounts, but a discount below 20% does not work well for search ads.
   Add a price in the text or title of the ad. It will help the user instantly decide whether he is interested in such an offer or not; in extreme cases, you will save the budget if the price is too high for the user.
9. Do not include your company name in the title or text of your ad unless it is famous brand, well established in this region. It's better to spend symbols on a call to action.
10. Try use advanced settings, at least additional links, only they can increase CTR by 20% - 30%
    Google provides a wide range of settings. For example, phone numbers, reviews, addresses.
11. Don't be afraid to experiment! Test different texts, try non-standard approaches to writing them, this will help you find best option and better understand what motivates users.

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In this section you will learn everything that is contextual advertising, what it is intended for, how it works and what types it comes in. We will also analyze popular services for working with such advertising, learn how to create effective advertising campaigns on the Internet, and much more.

is a text or image ad that is broadcast in search results or on the pages of some websites. The ads themselves are in the context of the pages. Hence the name “ contextual”.

There are two main types of contextual advertising on the Internet:

— broadcast only in search results. Hence the name. For example, when a person enters a query into the search bar, he is then presented with numerous answer options. Among all these responses, the advertisement itself is broadcast.

But there are also free methods to appear in search results. If you are interested, I recommend taking a look at the section. There are a lot of cool cases and lessons on search engine promotion.

Thematic advertising- These are ads that are shown only on website pages. You've probably already noticed contextual advertising blocks on websites. Since advertising space is limited in search, sites here act as additional advertising space.

The principle of operation of such advertising on the Internet

This is usually needed by online store owners, webmasters, marketers and other people who run a business. In order for a person to learn about their product or service, this user needs to be shown your advertisement. How can I do that?

You can do this by contacting various systems contextual advertising. But the largest of them will be search engines. In them, people create and customize their advertising campaigns for a specific circle of people. After this, such advertising begins to be broadcast in search results.

Examples of contextual advertising on the Internet

Let's say a person needs to find something on the Internet. To do this, he goes into a search engine and types in what he needs to find. Let's say a person is interested in the question of how to learn English? He enters this query into the search bar and presses the “ Find”.

There, advertisements will be broadcast to the user with different answers. Such advertising is displayed in accordance with the contextual search that the user is looking for.

The picture shows (click to enlarge), where contextual advertising is placed on the Internet. These are the first three ads above the search results. This block is called special accommodation.

In addition, such search advertising is shown on the right side of the site. This part is called the right ad unit. Here advertisements are also divided by title. Please note that the first four ads are called guaranteed impressions. Anything below these four ads is called dynamic display.

It also often happens when search advertising is shown at the very end of the search results, that is, almost at the bottom of the page. Please also note that these ads are limited to a specific region. If you need advertising for the region you need to be shown, you can go to “ Region" and change it.

Benefits of contextual advertising

Let's look at the main ones . In fact, there are quite a lot of them. However, we will not list everything, but will only touch on the most necessary:

You can control your budget. For example, if your advertising budget is only 10,000 rubles, then you can easily create an advertising campaign that will fit your budget.

This way you can increase the traffic flow or decrease it. This allows you to regulate the cost of contextual advertising.

You can see all the cash flow in search advertising absolutely transparently. Thus, you will completely eliminate the question: “ Where did my money go?" You will clearly see where every cent of your budget was spent.

With the help of contextual advertising you can get absolutely fast results. Today you can set up contextual advertising, and tomorrow or even today you can already receive your first sales or orders from customers. If we're talking about about the subscription page, then you can quickly collect your first subscribers.

Ads will only be broadcast to your target audience. This feature increases the effectiveness of advertising. However, it is worth saying that a lot depends on how you set up the advertising campaign itself.

This type can be mastered fairly quickly.

The best contextual advertising services

There are two most popular contextual advertising services. These are Yandex Direct and Google Adwords. There are also other services, but they are not as popular and are not used as often.

One of the advantages over Google Adwords is its well-organized support service. If you have any questions, you can contact this service without any problems. There, professionals from Yandex will definitely help you figure it out. They don't have any delays. Everything goes smoothly and quickly.

Loyal attitude to many projects that, for example, Google Adwords cannot miss. The Yandex advertising network misses many projects, which is very good for us.

More than 60% of our users use the Yandex search engine. Moreover, this population is the most solvent. Google is predominantly dominated by techies looking for technical information.

These are not empty words. A special study was carried out, as a result of which this conclusion was formed.

Yandex has its own affiliate network. Your contextual advertising in Yandex can be shown not only in search results, but also in this affiliate network. Most likely, you have noticed this network.

For example, when you go to a website, you can see special advertising blocks from Yandex.

Moreover, the ads are broadcast exactly those that should interest you. Special algorithms read your behavior on the Internet. For example, what you are looking for. Based on this data, these contextual ads will be broadcast to you.

So the best way to increase sales is contextual advertising. She always was and will be the best way because it's cheap (low cost), it's fast and anyone can do it. In this section you can learn more about useful tips (they go below) related to contextual advertising on the Internet. Here you can find answers to many questions on this topic.
20.10.2014

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, create a semantic core and much more.

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

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

From this article, readers will learn:

• What is contextual advertising and what are its types?
• How and why advertisements are created;
• What is a semantic core and how to create it yourself;
• What 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, and also 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 - overview of the concept + principle of operation using an example 💻

Newspapers, radio, TV, and now also Internet are under the influence of advertising. There are advertisements literally everywhere on the Internet. Search engines, forums, sites, social media, chats– all this is an excellent basis for advertising.

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

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

contextual advertising– this is a tasty morsel for advertisers. Advertising is sold based on the number of clicks. That is, the advertiser “pays” only those users who visited his resource, and not the number of people to whom the advertisement was shown.

To better understand what contextual advertising is, it’s worth breaking it down into step by step example:

1. User (potential client) in search

Let's say the user wants to purchase hanging chair for living room. He enters the simple phrase “ hanging chair" and presses the search button.

2. Search result

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

30% - This is contextual advertising. She may be located or 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, this helps save time, since the link leads not just to the online store, but directly to the product page.

4. Successful purchase

Advertising on web pages works in a similar way. While the user is studying the topic of the site, contextual advertising brings to his attention advertisements 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 obtain the following definition of the concept:

Therefore, contextual ads always correspond to the user’s request or relate to his area of ​​interest. Most are created based on key queries.

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

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

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

This type of advertising is the most powerful way, which allows you to directly promote the interests of the client. Help in quickly finding the necessary product or service, unobtrusively providing relevant information and then making a profit, that’s what contextual advertising is for.

• Sale of goods;
• Advertising of services;
• Increased sales level;
• Presentation of new products on the market;
• Advertising on the Internet 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 clients a lot of time, which they could have wasted aimlessly searching for a store, a product and a suitable price.

Main, what you need for a good advertising campaign– is to choose the right keywords and anchors that will attract buyers to the site. These manipulations will save money for the employer and attract really interested visitors.

To identify the main key queries on a certain topic, experts in their field recommend using services such as Wordstat, Yandex.Metrica And Google Analytics, Adwords.

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

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

There are two payment options for such a service:

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

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

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

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

Type 1. Search advertising

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

Important! Such ads are optimized using headline and text. During development, popular key queries are used.

Each webmaster can create his own contextual ad, since access to resources with which you can learn about popular “keywords” is open to everyone.

At correct use key query and a good sparkling table of contents, you can get high level conversions.

View 2. Thematic advertising

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

1. The customer selects key queries 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 search engines.
4. The advertisement responds to the user's request.

Thematic advertising allows the advertiser to target his 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. These advertisements are able to attract more attention than plain text, therefore significantly increasing the demand for the product or service.
3. Association. Businessmen who occupy a specific niche in the market often worry about their visibility. Contextual media are capable of creating an association between goods and the manufacturer (seller).

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

View 4.

Pick up 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 creating contextual advertising

Let's consider the main and general rules to create advertisements in contextual advertising services:

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

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

Stage 4. Compiling and writing a title

Write a headline that is intriguing, eye-catching, and encourages the user to read. You should include the keyword/phrase in the title as needed.

Stage 5. Compiling 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 headlines and give answers to them in the texts;
• enter keywords and phrases into the ad text;

Stage 6. Selection of resource landing pages (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 lands on the page of the web resource you are interested in, and not on the page with contact or other offers.

Stage 7. Setting up targeting

It's important to target your ad correctly. You can configure the display of advertising in certain time(setting by hours and days of the week) or for users from the desired cities/regions (For example, set up advertising 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 clients land on should be clear and convenient.

Sometimes it’s easier to turn to professionals (directors, agencies and companies) who will quickly and effectively place contextual advertising for your product or service.

7. Where to order contextual advertising and what is its cost - review 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 running contextual advertising (what is the cost of contextual advertising services) for each of these companies.

1) iConText

The company is distinguished by having exclusive competence on the platform Adobe Media Optimizer. Also works with Facebook, Direct and Google AdWords. The Adobe Media Optimizer platform is a special way to advertise.

If many systems have an auction “policy” for a key query. 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 queries in the “portfolio”, some of them may be more relevant, others less so. The arithmetic mean is calculated, which increases the chances of winning the auction and increases the advertising campaign performance by 20% .

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

There you can also get training in contextual advertising and provide similar services yourself in the future.

2) Blonde.ru

The contextual advertising agency has developed and launched 2 (two) of its 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.

Expenses for contextual advertising This agency's solutions directly depend on the client's needs. The amount from which they begin cooperation is not indicated here. The client who contacted this agency pays exclusively per click, that is, for the number of transitions.

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

The auction is carried out automatically, 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) Registration.ru

This company works with many advertising services. In addition to the three main ones, it cooperates with K*50, CoMagic, MyTarget, CallTouch. Every year they give presentations on online marketing promotion. They also offer SEO optimization services for web resources.

8. Features of setting up contextual advertising 📎

Automated resources, of course, simplify setting up targeted advertising, but everyone should understand the basics - from beginners to professionals .

You can find a lot of tips on the Internet that will help you set up profitable contextual advertising. Some of them are great for helping beginners, while 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 main search results field.
• "Guaranteed." Advertising is located on the right side of the search results.
• "Dynamic". Advertisements are placed under “guaranteed”, 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 “special placement” or “guaranteed impressions” positions, but not everyone can be lucky, because everything is decided at the auction of bids In addition, the quality of the advertising text influences the results.

8.2. Targeting

There are several types of targeting settings:

• Geographical. This position allows you to customize your ad so that it is shown to residents of a specific city.
• Hourly. The advertiser has the ability to set up an advertisement so that it appears at a certain period of time.
• Behavioral factors. This type of targeted advertising allows you to track user interests. By analyzing the browser history, the system receives data according to which it offers a specific product or service.

8.3. Advertising on thematic platforms

When setting up an ad, you can choose which sites you should post ads on and which ones you should avoid.

8.4. Number of ad clicks

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

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

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

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

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

8.5. "Negative words"

If the ad contains words with a 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 searching for “used laptops”, “used batteries” will be considered a 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 who are not interested in this.

8.6. Control

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

These processes should not be left to chance; if you hesitate a little, good advertising positions may be lost.

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

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

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

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

Creating a semantic core seems difficult to many, and almost an impossible task for beginners, but, nevertheless, there are ways that will help in this matter. There have long been step-by-step instructions for selecting a semantic core.

Step #1. Preparatory

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

Step 1. Drawing up a table and distributing words into columns

First What you need to do is create a table with key queries.

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

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

Third column intended to indicate geographical location. Its users also point differently.

For example, if we take the city of St. Petersburg, then Internet users can indicate it in the search bar as follows:

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

Users may deliberately abbreviate words for ease of use. Sometimes this is not global in nature, but in some cases this point is worth taking into account.

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

The variability of keywords should be taken from your head. You need to think about what criteria and queries users use to search for information. If you run out of thoughts, you can move on to services that help in selecting key combinations of words.

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

Step #2. List of keywords

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

How to choose keywords for contextual advertising?

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

Use conditional " multiplication" to create everything possible options key queries.

Doing this manually takes a long time, so it is common to use a key query generator. Eg , Promotools.ru, a good generator with a user-friendly interface.

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

Step #3. Remove unnecessary requests

After the system automatically generates key queries, there can be about a thousand of them. Most of them can safely be considered " garbage" and delete .

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

You need to load a 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, “negative words”.

Step 3. Clear all unnecessary requests

“Minus 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 words in groups that make up the queries. Groups of words that don't answer consumer interests, it is necessary to mark and save in a separate document - these will be the very “minus words”.

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

Step #4. Grouping and segmentation of key queries

Step 4. Sort keywords into groups

To do this, the list of key queries 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 could be keywords that contain the phrase “St. Petersburg”. The second group could be queries with the word “inexpensive”, etc.

Each group of “keywords” should be written down on a separate piece of paper. When all key queries are sorted into their groups, the process of creating a semantic core can be considered complete.

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

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

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

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

Second What you need to know when working with Google – this is the absence 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 pretext will simply not see the advertisement. And such users are the majority.

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

10. What does the cost of contextual advertising depend on - 2 main factors 💸📋

Cost per click – This is the amount that the advertiser is obliged to pay for the user to switch to his resource.

This indicator 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 rated slightly lower are 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 clients with the opportunity to use ads with “ maximum efficiency " That is, advertising will appear on the highest paying places in search results.

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

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

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

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

It's also not worth it ignore the level of competition when calculating pricing policy. There are special services on the Internet that show the number of competitors by specific request And average price for the transition.

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

You can only check for free 10 requests per day, but after registration you will need to deposit approximately 15 rubles into your account as a guarantee that the user is not a robot.

11. Contextual advertising on 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 product offered.

“Disadvantages” (−) of contextual advertising on social networks

1) Difficulty tracking

2) Features of creation

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

3) Cost

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If a user enters the request “rent a one-room apartment in Moscow,” he will be shown corresponding advertisements for housing in Moscow, but not in St. Petersburg or Samara. If a young mother needs a feeding table, in addition to sites on this topic, she will see additional offers from online stores with goods for children.

A student needs quick money and types in a request to make money on the Internet. The system processes the request and, in addition to the information sought, issues advertising offers.

Contextual advertising: how it looks and works

The first page of Yandex or Google shows several such advertisements.

The first four links at the top of the page are special placements. They are noticed first, but the advertiser will have to pay a lot to have his offers shown in these positions. We wrote it, read it if you want your advertising campaign to be more effective.

Dynamic impressions– a block with advertisements on the second and subsequent pages of the search engine. There is no need to talk about their effectiveness - rarely does a visitor bother to scroll beyond the first page.

There are entrepreneurs offering a product or service. To increase profits they need to expand their customer base. This cannot be realized until people know about the store or company.

The Internet provides platforms for posting advertisements on a commercial basis, acting as an intermediary between seller and buyer.

The advertiser chooses a platform for an advertisement. Registers an account, tops up the account with the desired amount. Makes a commercial proposal with a unique description and photographs of the product, sets the settings and budget of the advertising campaign, and launches it. Activation of the ad begins after passing moderation. Such advertising is paid not for a month, not for impressions, but only for a click on the ad, that is, for a potential buyer.

When searching for something, the user enters queries in a search engine, for example, “new refrigerator.” If the request matches one of the key phrases, the client will immediately see commercial offers according to the request. A positive outcome implies a potential buyer going to the website and performing a targeted action (calling, filling out an application). Regardless of the decision of the user who clicks on the link, the advertiser is charged the amount set per click.

Then everything depends on the specific commercial offer, pricing policy, site quality (there are sites that you want to leave in the first second). The right design and unique selling proposition are the key to a successful business.

Contextual brand advertising is a type of advertisement indicating a brand or organization. There is much debate about the legality of such advertising. But mention famous name serves as an effective lure for clients. The opinion of experts is twofold: on the one hand, mentioning a brand has a psychological effect on the visitor, pushing it to purchase. On the other hand, an experienced client knows what he wants and will look for the website of the desired manufacturer.

What tools and platforms do specialists use?

In the advertising market aimed at Russian consumers, the leading platforms are Yandex.Direct and Google AdWords. There is also the Begun platform, created on the basis of Rambler. Rarely in demand due to the low popularity of the search engine - the number of unique visitors per day is much less. But Begun still charges for viewing ads. This system is suitable for selling new or little-known products.

Yandex

Share search queries in Yandex among residents of Russia and neighboring countries it is 70-80%. Therefore, there is no need to doubt its effectiveness. Direct was developed in 2001 and specialized only in displaying ads. Later the system was improved, and payment for transitions appeared. For entrepreneurs, this is an easy way to advertise a product and as soon as possible get the first responses.

There is no fixed cost for the transition; everything works according to the auction principle. The minimum rate for one click is 30 kopecks.

In addition to the search engine, advertisements are placed on partner sites registered in Direct and forming the Yandex Advertising Network. The system has simple settings; if necessary, you can handle it yourself. The main thing is to understand the problems of the target audience.

The disadvantages of the site include restrictions on the size of the title and ad text. Also, in response to long queries (more than 5 words), advertising offers will not be shown. For example, the search for “rent an apartment in the Akademichesky district in Moscow inexpensively” will not bring results.

Google

Google AdWords appeared on the market much later. But it is gaining popularity quickly due to the spread of educational master classes on the Internet.

The settings system allows you to very carefully customize your advertising campaign, unlike Direct. Another plus is low competition, so the cost per click is much lower. The minimum click price is 1 kopeck. If desired, the advertiser can set up payment for conversion - money will be withdrawn if there is a transaction with the client.

Google Analytics is used to analyze the audience and evaluate the performance of the campaign.

Why is it needed and who is contextual advertising suitable for?

Any business needs advertising. On the Internet you can find negative reviews about contextual advertising: “The budget has been wasted, the client is not coming, I’m sitting without profit.” The golden rule when setting up is clear information about the product and a unique offer. After reviewing it, the potential client should be sure that this is exactly what he was looking for.

The second aspect is understanding who needs this product, and whether it is needed at all. For example, selling sunglasses in St. Petersburg in winter is unlikely to be successful.

The main tasks of contextual advertising:

• Increase in sales volumes.
• Advertising of services.
• An additional source of target clients in addition to advertising on other platforms.
• Presentation of a new product.

Contextual advertising is an unobtrusive tool for finding new customers. According to experts, it is useful for both businessmen and their potential clients. Sellers profit from targeted buyers. And people find the necessary product or service in the shortest possible time, saving time on visiting and studying many sites.

Who is suitable for contextual advertising?

• Physical and legal entities, offering specific services: cleaning apartments and offices, nail extensions, fitness clubs, etc.
• Owners of online stores with a narrow specificity of goods.
• Businessmen using a corporate website with a clear description of goods or services.
• Sellers of information products - courses, master classes, language schools.
• Owners of private legal and notary offices.
• Owners of chain stores who want to quickly sell out a specific product.

Who won't suit it?

• Owners of large industrial enterprises and large firms.
• For businessmen representing a wide range of products. Such advertising company requires complex settings and a considerable budget.
• Entrepreneurs from a highly competitive niche, but with a limited budget. The cost of a top request can reach $50 or more. However, there is no guarantee that the user who clicks will make a purchase.
• For businessmen offering a new little-known product, no one needs a pig in a poke.
• For those who sell inexpensive piece goods. For example, hair clips and other hair accessories. The average bill is 150-250 rubles, one transition costs about 50 rubles. Please note that not every click results in a purchase. We also remove the cost of the goods, and in the end a meager profit remains.
• Distributors of tobacco and electronic cigarettes, alcohol, and adult products.

Before setting up contextual advertising, you need to make sure whether the advertised product or service is being searched for on the Internet. The Yandex.Wordstat service will come to the rescue. It is enough to enter the name of the product or service offered. The system will show how many requests have been received over the last month. Based on the results, it will become clear whether advertising is needed or not.

What are the advantages and disadvantages of contextual advertising

• The first calls appear on the launch day.
• You can always adjust the settings.
• The advertiser himself determines the cost of a click.
• Testing a campaign with a minimum budget of 500-1000 rubles.
• Payment is charged only for transitions to the site.
• Attracting only targeted visitors.

• Lately, websites have been filled with advertisements. Users install programs to block ads.
• Advertising activity ends with the budget.
• A good result requires high cost clique. Not every businessman at the start can afford unnecessary expenses.
• High cost of customization services.
• Incorrect settings can result in a drain on your budget without a single call from the client.

We hope that our article helped you learn what contextual advertising is and how it works. Each entrepreneur must independently make a decision - to launch an advertising campaign or prefer another way of attracting profit.