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 the modern world you cannot 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 on 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. It can be located either on the right side of the main search or above it.

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 the most effective tool for attracting 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.

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

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.

Choose different words and phrases based on the topic 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 basic and general rules for composing 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 of clients with proper 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 geographic 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 all possible variations of 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 the maximum number of 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 cost per 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

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 with the help of contextual advertising. And most often, using both of these channels.

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

Well, in future articles, perhaps we’ll 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 of your ads when using this contextual advertising system:

Google Adwords allows you to use several ad formats:

Yandex Direct

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

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

Runner

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

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

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

Today, the three largest search engines provide the opportunity to place contextual ads: I am index- system , G oogle- , Rambler- Begun system.

Let's look at the example of Yandex.Direct to see what contextual advertising is. Considering 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 return 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 today, Yandex. I entered the query “I’ll buy a good steamer” and got the result: a list of suggested 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, since the user will be one of the first to see your ad.
2. Guaranteed impressions - up to four advertisements located to the right of the search results. This position is less profitable than Special Placement, but since the price of entry into 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 appear periodically, alternating with each other. 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. This is also a good solution for generating traffic, for example, for a news portal.

Thematic contextual ads are shown on the pages of sites included in the Yandex Advertising Network if the topic of the advertisement matches the interests of the user. Thematic advertising is shown as additional information to the content of the pages that the user is viewing. It is in the sphere of his attention. For example, the Yandex advertising network includes sites such as mail.ru, livejournal.ru, odnoklassniki.ru and many others, a huge number of resources on a variety of topics (auto, real estate, education, business and finance, recreation and entertainment, etc.).

Goals and effectiveness of contextual advertising.

• increased sales,
• carrying out an advertising campaign,
• 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 you not only to control budget expenditure and determine exactly what, how and when the invested money was spent, but also to quickly make the necessary changes.

When creating each ad, the advertiser directly focuses on user search queries. Ideally, for each such request (for example: “refrigerators”, “good refrigerators”, “will I 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"

Announcement: Smeg colored refrigerators
Green Smeg refrigerators. From an official dealer. Delivery tomorrow!

Every day of the advertising campaign is taken into account in detailed statistics, which can be obtained as often as you like. You can find out how many users saw your ad today, and how many followed it to your website. It is important that you pay only when your ad is clicked (entered the site) and no money is charged for its impressions. Thus, 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 in the most advantageous position, raise the rate that you are willing to pay for each transition (click) on it.

But it’s not just the bid size that 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 clickability 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 1,000 times and was clicked on by 200 users, then the CTR of that ad is 20%. The higher the CTR, the more the ad matches the request and the lower your entry price into Guaranteed Impressions or Special Placement.
2. Targetings:
   • Time targeting allows you to set your ads to display only during the hours your company operates. For example, if your company accepts orders from Monday to Friday, from 9 a.m. to 6 p.m., then there is simply no point in running ads during other hours.
   • Geographic targeting allows you to set up ad displays in a specific country, region or city. Extremely useful for advertisers whose audience is all over Russia.
   • Behavioral targeting takes into account the interests of users and allows you to display advertising on Yandex partner sites taking into account the interests of users.
3. Post-click analysis. Using statistics counters Google Analytics and Yandex.Metrica allows you to 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 all contextual advertising campaigns cannot be reduced 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.

Today, almost every company that sells services or goods has its own website. The online resource not only serves 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 website acts as a kind of intermediary (business card) between the client and the seller.

As for advertising, the site can hardly be called an advertising tool, since in order for the user to visit it, he must first find out 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 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 the user is shown an ad based on his search queries. It appears only after the user himself has shown interest in a certain service or product. Those. The user searches through a search engine and, based on this, the system determines the need to use a particular advertisement. For example, if a user uses the key query “buy a refrigerator” several times in Google search, then when visiting other sites he will be shown advertisements related to the sale of refrigerators.

There are two types of contextual advertising: 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 matter of advertisements corresponds to the interests of the user, data about which is built on the basis of the same search queries. Thematic contextual advertising is a kind of additional information for the site you are viewing.

1. Targeting – reading the content of the site you are viewing and displaying advertisements relevant to the content.
2. Remarketing is a tool that studies user behavior on trading platforms.
3. Behavioral technology – studies user search queries.

Only high-quality and visited sites are included in affiliate programs. The resource must meet a large list of criteria, including the presence of original content and competent optimization.

Search contextual advertising

Separately, there is the concept of vertical search contextual advertising, which is displayed when making a search query 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. It is 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 a service or product and a hyperlink to go to the advertiser’s website. This type of contextual advertising is sold using 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 (still picture), a dynamic image (gif animation) and an interactive image (the user must fulfill a certain condition to go to the site).
• Video advertising. A new and perhaps most disliked type of contextual advertising by users. The advertisement uses a specially prepared video with an embedded hyperlink for the transition. Its disadvantage is a high degree of irritability, since the sound is often set to maximum and the user experiences discomfort when visiting the site with headphones. 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. Text contextual advertising works well in search engines, and banners are convenient for placement on websites. Moreover, both types of advertising can be sold using the “pay-per-click” model, which is profitable, since the advertiser pays only for active users. Video advertising is not sold under this model.

OLV advertising – what is it?

TV advertisers realized that their target audience (over 35 years old) suddenly began to move en masse to the virtual network. Many advertising 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 starting to watch a video on YouTube or VK, the user will first be shown an advertising video lasting at least 5 seconds. The system is similar to a movie theater, where before watching a movie, viewers are shown several trailers of upcoming films as advertising.

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

Contextual advertising and Yandex

• evaluate search query statistics;
• compose advertising text aimed at the target audience;
• select key queries on the basis of which advertisements will be issued;
• select a distribution area for contextual advertising;
• manage placed advertisements.

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

Bottom line

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

In this section you will learn everything about 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?

And you can do this by turning to various contextual advertising systems. 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 clients. If we are talking about a 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. It has always been and will be the best way because it is 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