The advantages of contextual advertising. What is contextual advertising Implementation of contextual advertising

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What does contextual advertising look like?

Let us return to our example: Citizen X wants to find a store where he can buy a double boiler. In his search, he turned to the most popular search engine Yandex today. I entered the query “buy a good double boiler” - I got the result: a list of suggested sites with descriptions.

Contextual search ads on search results pages can appear in several areas of a page:

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

Topical contextual ads are displayed on the pages of sites included in the Yandex Advertising Network, if the subject of advertising is in accordance with the interests of the user. Thematic advertising is shown as additional information to the content of the pages that the user is viewing. She is in the focus of his attention. For example, Yandex’s advertising network includes sites such as mail.ru, livejournal.ru, odnoklassniki.ru and many others, a huge amount of resources on various topics (auto, real estate, education, business and finance , recreation and entertainment, etc.).

The goals and effectiveness of contextual advertising.

sales increase
advertising campaign
traffic maximization
market launch of a new product or service,
increased knowledge of the brand (brand).

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

By creating each ad, the advertiser directly focuses on user searches. 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:

Request: "green refrigerator"

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

Each day of the advertising campaign is taken into account in detailed statistics, which can be obtained as often as desired. 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 they click on your ad (go to the site) and money is not withdrawn for its impressions. So, in the Yandex.Direct system, the minimum click price 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 at the most advantageous position - raise the bid that you are willing to pay for each click (click) on it.

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

Firstly, the announcement itself. It should clearly reflect the user's request, that is, be as relevant as possible to this request (in other words, “relevant”). This determines the clickability of the ad, or its CTR (Click Through Rate). This ratio of the number of clicks on an ad to the number of its impressions is measured as a percentage. For example, if an ad was shown 1000 times, and 200 users clicked on it, then the CTR of this ad is 20%. The higher the CTR, the more the ad matches the request and the lower the entry price for Guaranteed Impressions or Special Placement for you.
Targeting:
- Temporary targeting allows you to set your ads to show only at the time your company operates. For example, if orders at your company are accepted from Monday to Friday, from 9 a.m. to 6 p.m., then it simply does not make sense to twist the announcements in other hours.
- Geographic targeting allows you to customize the display of ads in a particular country, region or city. Extremely useful for advertisers whose audience is all of Russia.
- Behavioral targeting takes into account the interests of users and allows you to display ads on Yandex partner sites taking into account the interests of users.
Post-click analysis. Using statistics counters, Google Analytics and Yandex.Metrica allow you to analyze the effectiveness of an advertising campaign.

It is worth noting that all these settings also depend on the goal that the advertiser is pursuing, and it’s 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.

05/17/14 28K

What is contextual advertising?

The context in Latin means a connection or connection.

The display of contextual advertising is always relevant to the request of a person or sphere of his interests, intersecting with the theme of the advertised service or product. This method of selecting ads greatly increases the likelihood of a response to the ad.

Why do I need contextual advertising?

The context is very widespread in situations such as:

Promotion of goods;
Advertising services;
Increase sales;
Introducing new products to the market;
As an effective complement to the main channels of advertising on the Internet.

Contextual advertising on the Internet is an ideal and unobtrusive option for cooperation between a buyer and a seller. It is worth “telling” the search engine about the desire to buy something or order a certain service, as you can immediately get an answer with the phrase: “order from us”.

Accordingly, the main task in drawing up a selling advertising campaign is the selection of keywords and anchors that will attract interested buyers to the site, saving money for an advertiser who is interested exclusively in the target audience.

Services such as Google Analytics, Yandex.Metrica and Yandex.Wordstat will help to study and understand the audience, as well as select key phrases for contextual advertising.

Contextual advertising of any format is very widely and massively applied to increase the brand’s popularity. She can easily make a very recognizable brand out of the novelty.

In this case, it makes sense to order contextual advertising and pay not for each received click, but for the number of impressions. For such advertising campaigns, such a contextual advertising service as Begun is perfect.

Advantages and disadvantages of contextual advertising

Giants of contextual advertising such as Google AdWords, Yandex.Direct and Begun have already gained great fame and are ready to provide their audience with a wide range of ads on various topics and work with automatic detection of interests as well as the subject of the page.

When displaying contextual advertising, the interests of users are taken into account according to the parameters of entering a request, viewing pages, personal interests and the history of search activity;
The ability to use geo-targeting and the timing of the ads to users. Thus, the contextual advertising you ordered can be displayed at a strictly defined time of day;
Large coverage of the audience and Internet resources of various directions.

The most noticeable drawback minus contextual advertisements is their constant clicking. Such actions are done not only by competitors advertisers, but also by dishonest webmasters, whose purpose is to earn extra money. Such actions lead to a decrease in the effectiveness of advertising and to additional costs;
The cost of a click in a really highly competitive subject can reach $ 10 and even more. Some advertisers are not ready to spend such money, following the desire to get to the most profitable advertising position. As a result, everyone loses;
Recently, when sites are spammed with advertising, users have begun to annoy it terribly. Moreover, it greatly interferes with the search for the necessary information;
Many users install various programs and plugins for themselves to block the display of contextual ads; accordingly, not all users will be able to see your ads.
Links from contextual advertising systems are encrypted or work with the help of a redirect, which does not bear absolutely any benefit for the site in terms of promotion. It is obvious that such links in no way affect the position of the advertised site in the search results.

The most popular contextual advertising services (Yandex.Direct, Google AdWords, Runner) - basic information for beginners

The above pros and cons apply to all three of these contextual advertising systems, although each has its own working principle.

Google AdWords contextual advertising has a very good ad selection system that takes into account the interests of users, their preferences and activity when a set of specific requests.

If there are no relevant requests for search, the advertising context is selected taking into account personal interests. This is perhaps the main advantage of contextual advertising on Google.

Yandex.Direct has a narrower direction of delivery, focused solely on search phrases, and if there is simply no advertising for a particular request, it is not displayed in the search.

Yandex has just begun experimenting with the selection of ads, like Google’s, but it’s still a long time to go to the full implementation of such a system.

Setting up contextual advertising - basic information for beginners

There are not only something really important to read about the secrets of setting up a lot of advertising campaigns on the net, but also heaps of thoughts that have not possessed even minimal effectiveness for several years, confirming their significance.

We will focus only on the main points in setting up contextual advertising, which can really help reduce costs and increase the effectiveness of the ongoing advertising campaign:

The right approach to the selection of keywords that will be used in the preparation of contextual advertisements;
Geographical indicators are very important so that citizens of another country or a distant region do not click on ads;
Setting impression time;
Set a budget for an individual ad and daily spend;
Disabling unscrupulous sources from which ads are clicked;
Demographic features.

Yandex.Direct - advantages, disadvantages, features

Yandex.Direct existed in 2001 as a service for low-budget companies and was designed only for impressions. After 2 years, the system was completely improved and introduced payment for clicks:

Advantages:

Availability of geo-targeting;
No additional targeting fees;
A huge share of advertising is designed strictly for search traffic, and not for advertising on the site.

Disadvantages :

Bulky statistics interface;
There is no way to display ads for queries that include more than 5 words;
There is no effective automatic bid management;
Too limited in size of the title bar and the text of the contextual advertisement;
You cannot upload ad campaign statistics to Excel.

Runner - advantages, disadvantages, features

Advantages:

Original design;
Convenient usability;
Huge audience reach
Ability to automatically manage bids;
9 ways to pay for advertising services;
Detailed information on any ongoing advertising campaign;
Convenient preparation and uploading of reports;
Plenty of room for announcement;
The presence of an affiliate program.

Disadvantages .

Contextual advertising - text-graphic advertising materials that are placed in search engines next to search results, or on partner sites of contextual advertising systems. The subject matter of advertising messages depends on the subject matter of the visitor’s search query.

Being one of the types of online advertising, contextual advertising has such advantages as a large audience reach and the ability to inform a potential client of the maximum useful information about the offer. But the advantages and advantages of contextual advertising are not limited to this. Let's consider them in more detail.

9 BASIC ADVANTAGES OF CONTEXT ADVERTISING

1. POSITIVE ATTITUDE OF THE AUDIENCE TO CONTEXTUAL ADVERTISING

Such an attitude of the audience is achieved through the principle of "context" of advertisements, i.e. Ads are shown only to users who have expressed interest in the relevant topic.

Contextual advertising does not bother or annoy, unlike other types of advertising, because she advertises what they seek, to those who seek it. It is perceived by potential customers not as advertising, but as useful information.

For example, if a user made a search query “buy a car”, then in the context he may be shown advertisements for car dealers selling new cars or used cars, banks issuing car loans, and companies providing car audit services.

2. GOOD SELLING EFFECT OF CONTEXTUAL ADVERTISING

Due to the fact that contextual advertising is interesting and useful to the user, it is not perceived as spam, and by clicking on an advertising link, a person demonstrates his willingness to take advantage of the offer. This is due to such an advantage of contextual advertising as a selling effect.

3. LOW VALUE AND FLEXIBLE PAYMENT FOR ADVERTISING

A huge advantage of contextual advertising, from the point of view of the advertiser, is the pay per click scheme and auction pricing, i.e. the advertiser himself determines how much money he is willing to spend on an advertising campaign. At the same time, there is one pleasant surprise: the more effectively his ads are displayed, the lower the cost per click.

You do not pay for impressions or ad placement time, but only for clicks on it, that is, for visits by potential customers. The auction allows you to set an acceptable price per click and receive potential customers on your terms.

A very small initial advertising budget (in Yandex Direct, for example, 300 rubles) makes contextual advertising a popular promotion tool among companies of any scale - from small businesses to corporations, and allows you to effectively compete with other advertisers within the existing budget.

4. CONTEXT ADVERTISING HAS A LARGE AUDIENCE SCOPE

Today, more than 60% of the population of Russia are Internet users and this figure is constantly growing. Many entrepreneurs have moved their business to the Internet. A growing number of people connect their work, education and leisure with the Internet.

Therefore, one of the advantages of contextual advertising is, along with other pluses, a large audience reach. Contextual ads are displayed on search engines and thematic networks, which include thousands of popular sites, some of which have a multi-million audience.

5. POSSIBILITY OF AUDIENCE TARGETING IN CONTEXTUAL ADVERTISING

A significant advantage of contextual advertising is the ability to target an audience (the ability to select an audience to display advertisements by geographical, socio-demographic, temporal, and other parameters). This allows you to very accurately focus the advertising message, which means to increase its effectiveness.

Geographic targeting deserves special attention. It allows regional advertisers to significantly reduce the cost of contextual advertising and not to pay for “random” visitors who are unlikely to become their customers, living in other regions remote from them.

6. POSSIBILITY TO ESTIMATE THE EFFECTIVENESS OF ADVERTISING CAMPAIGN

Each service has its own statistics collection system. For example, for Yandex.Direct - Yandex.Metrica, for Google Adwords - Google Analytics. Moreover, the statistics data are reflected almost in real time (the delay time between the user’s action and its reflection in the statistics is about 10 minutes).

The data from these statistical systems give us the opportunity to determine:

most effective queries
attendance by day and time of day
page relevance to request
contextual ad conversion cost for certain key searches
the most effective keywords and phrases for your ads
technical problems of the site (correct display of the site in different browsers, etc.)

Thanks to statistical data, the advertiser can track the number and quality of visitors who came through an advertisement, make changes to the current advertising campaign to improve its results, and more meaningfully plan their advertising campaigns.

Moderation - checking your ads and site pages for compliance with the rules. It usually takes two hours.

8. QUICK ACHIEVEMENT OF RESULT IN CONTEXTUAL ADVERTISING

Even if you don’t have your own website on the Internet, Yandex.Direct gives you the opportunity to create a page where contact information, business hours, information about the company and goods / services will be located.

The list of advantages of contextual advertising can be replenished further (a variety of placement formats, almost instant response to advertising, etc.), but it is especially important that the advantages of contextual advertising are obvious not only to the advertiser, but also to the client who receives the necessary information at the moment when he needs it, and can choose the most attractive offer from the many available.

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

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

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

1. What is contextual advertising and what is its feature

If you are an active Internet user, you most likely saw such ads in search results and on different sites. Increasingly, marketers and entrepreneurs use it to promote goods and services.

2. Types of contextual advertising

2.1. Search Ads

Appears after a person clicks the “find” button, entering his query in the search bar.

For instance, "Plastic windows in Moscow":

2.2. Thematic Advertising

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

If it is disabled, then only ads corresponding to its content will be displayed on the site.

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

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

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

3. The dynamics of the contextual advertising market

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

Companies that used to spend their advertising budgets on television go online. Banners, SEO articles, teaser ads have become popular tools for attracting customers on the Internet.

But here, the alignment of forces has changed in the direction of using contextual advertising, and this is due to its obvious advantages, which I will discuss later.

I'm index - Yandex.Direct system
G o o g l e - system Google adwords
Rambler - Begun system

Google and Yandex are now noticeably ahead of Runner because of their fame and effectiveness.

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

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

5. What are the advantages and disadvantages of contextual advertising

The benefits of using it are obvious both to advertisers and to ordinary Internet users who are looking for goods and services here.

We will analyze them in more detail.

The advantages of contextual advertising:

Exact hit in target visitor.The user himself searches for those goods and services that are displayed in ads (this is beneficial both for advertisers and for visitors to search engines);
Quick return on advertising.You start an advertising campaign and within a few hours you receive the first applications (sales);
Minimum advertising budget.You can start to advertise with a budget of 300 rubles. Contextual advertising can be used both separately, increasing the amount of funds for it, and in combination with other tools (banners, seo-articles, teaser advertising);
Flexibility in setting up an advertising campaign.A big advantage here is the flexibility to customize ads based on your budget, geography, time of day and other parameters to achieve maximum effect;
Powerful analytics.After the advertising campaign, you will have all the necessary data on its effectiveness and you can “twist” any settings in order to get better results in the future;
Relevance (compliance) to the interests of the user.As the saying goes, you wanted a party - here! :) Searched for an iPhone, you will only see ads with iPhones. Are you planning to build a house and want to compare brick prices? No problems! Contextual advertising will help you navigate a huge number of offers on this topic;
Convenient perception format.No pop-ups, annoying sounds and blinking full-screen images! Accurate, pleasant for perception, short advertisements - all this makes this type of advertising both effective and unobtrusive;
Informational content.Despite its compact size, contextual ads have all the necessary components for delivering the necessary information: a picture (pictogram), the main semantic heading, explanation and link leading to the advertiser's website.

However, they are not so significant in comparison with the benefits of its use.

Disadvantages of contextual advertising:

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

How to take advantage and deal with the disadvantages of contextual advertising

When you have little experience in launching contextual advertising, you don’t feel confident or just want to try to conduct a campaign on your own, we offer the mandatory use of contextual advertising automation services.

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

6. What determines the cost of contextual advertising

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

The cost per click is directly affected by:

The niche in which contextual advertising is placed.For example, traditionally expensive and competitive niches are: business, finance, medicine, construction. In these topics, the cost per click can be from 10 to 1,500 rubles ( 25 $ ) Niches with lower competition are: hobbies, entertainment, cheap goods (consumer goods) with an average price per unit of goods from 100 to 1,000 rubles. Please note that contextual ads in a particular niche are shown by auction principle. That is, whoever paid the most for his ad will promote the search engine to the most clickable (effective places). The cost of contextual advertising in this case is the sum of the total price for all clicks on your advertising budget;
A way to set up an advertising campaign.Usually, contextual advertising systems when creating an advertising campaign by default suggest you use a strategy “Maximum efficiency”. This means that your ads will be broadcast on the most expensive places in the search results and appear where the probability of clicking on them is the highest. Accordingly, the cost per click will be maximum. This is not always justified, since for the same money you can get more conversions by simply optimizing the settings of the advertising campaign when it is created. To reduce the cost of a click, you need to know how to properly configure contextual advertising. Then, in any, even the most expensive niche, you will be able to receive conversions to your site at the lowest possible price. At the same time, the quality and volume of traffic will be preserved.

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