Attracting natural targeted traffic is difficult. And attracting targeted traffic for commercial competitive requests is becoming an impossible task for many small and medium-sized enterprises. Try to handle the internet heavyweights posting comprehensive manuals and consumer reviews every day if your auto repair shop employs five people. And here's the problem: the employees perfectly repair the steering columns and adjust the suspension, but do not have time to write articles about it.

Performance marketing from TexTerra - business promotion with payment for leads. We guarantee results even in a difficult niche.

There are several ways out of this situation. One of them is attracting targeted traffic using contextual advertising. In this guide, you will learn how to work with Google AdWords, the advertising service of the world's largest search engine.

How to create a Google AdWords account and set up your first campaign

You can create several types of ads using the Gmail Ads format. With their help, you can show ads to users of the Google mail service.

How to create an app ad

Apps can be advertised on the Display Network using two ad formats: text and image.

To create a text ad, select the appropriate format. Use the drop-down menu to select an app store (App Store or Google Play). Add a package name. To do this, you need to insert the application id into the search form. It can be found in the program URL on the Google Play website.

Select the required package from the list provided by the system.

Add a title and description. Add an image if necessary. Select the type of devices whose users you want to see your ad. Specify a tracking template. Evaluate the appearance of the ad and save the changes.

To create an image ad for an application, select the appropriate format, specify the store, and use the program id to find the package name. Add an image or gif animation of the appropriate format. The file requirements are available via a link in the announcement editor. Add a tracking template, if necessary, exclude impressions on tablets.

Use the application id to find and select the desired application.

Add multiple ad options. They should not be related to each other in meaning. These options may appear at the same time or separately, depending on the format of the ad.

If you have a video ad for the app, download it. Also add custom images if necessary. If you do not add images and videos, the system will automatically generate an ad using the content on the app page on Google Play. Evaluate the appearance of ads in different networks. Make changes as needed and continue setting up your campaign.

How to work with video ads and shopping ads

To work with video ads, use the "Video" campaign type. It allows you to show promotional videos on YouTube and other resources. Within the "Video" campaign type, the "Trade" subtype is available. The tool is designed to display products along with video.

To create a video ad, run and set up the appropriate campaign type. Upload a video file to the system or find the desired role on YouTube. Choose an ad format.

• Use the TrueView In-Stream format to show ads at the beginning, middle, or end of a video. You need to pay if the viewer watches the ad for more than 30 seconds.
• The Video Discovery format is suitable for capturing the attention of users who are searching for videos on YouTube or browsing the related videos section. The advertiser pays for clicks to the video.
• Use short splash ads to introduce your audience to your product or brand. You need to pay for 1000 impressions.

Specify the display and target URL. Upload a custom companion banner if needed. The ad will be shown to the audience after verification by Google experts.

The "Shopping" campaign type is designed to advertise products using shopping ads. The tool is suitable for online stores. To create Shopping ads, link your AdWords account in the Merchant Center . After that, launch and set up a Shopping campaign.

Don't try to use all available ad types at all costs. Beginners can solve the main problems of contextual advertising using text and adaptive ads, as well as using universal app advertising. Online retailers should pay attention to shopping ads. If you have the ability to create quality video, use video ads.

How to use Google AdWords remarketing

Remarketing allows you to show ads to users who have already visited your site. The effectiveness of this feature is explained simply: people are more likely to trust sellers they know. In addition, remarketing allows you to show users ads that match their interests.

For example, you can talk about new smartphones to potential customers who have visited the pages of the “Smartphones” category of your online store at least once. And users who read the review of the new tablet model can be shown ads for tablets.

You can manage your remarketing lists in the "Audience Manager - Audience Lists" section. In the "Create Remarketing List" menu, you can select a source and set the conditions for adding users to the list.

Setting up a remarketing list

To set up remarketing, select the Display Network campaign type. For the goals, select the value "Incentivize actions - Purchases on the site."

In your campaign settings, in the Users section, select the Remarketing option.

Select a remarketing audience and continue with campaign settings.

In this regard, Google announced that the AdWords service is being brought into line with the requirements of the GDPR. In particular, AdWords will have a tool for displaying non-personalized ads to users who have not consented to the display of personalized ads. A similar tool already exists in Google AdSense.

In a post about bringing AdWords into compliance with the GDRP, Google says that advertisers must independently obtain user consent for the collection and use of personal information. This is relevant if the advertiser uses advertising personalization tools, such as remarketing.

Google has not offered tools or mechanisms to AdWords users to obtain consent from advertisers. Therefore, advertisers still have more questions than answers. The AdWords user communities have the following recommendations for those who use remarketing and other ad personalization tools:

• Place a link on the site to the Google privacy and data processing policy.
• Warn users about the use of remarketing and obtain consent.
• Delete personal information upon request.

Google AdWords currently only requires you to enter the contact details of those responsible for GDPR compliance in your account. These contacts are used to inform advertisers about new tools. You can fill in contact information in the account menu "Tools - Settings - Contacts for data protection issues".

What you need to know about landing pages

Landing pages increase the effectiveness of advertising campaigns because they drive conversions. However, you will not be able to land every user who clicks on a link in a contextual ad to a landing page specially created for the advertising campaign. This needs to be explained with an example.

What conclusion can be drawn from these examples? You can use landing pages created specifically for a specific campaign. However, you will also have to use regular sections of the site as landing pages. Therefore, pay attention to the usability of the resource as a whole.

.

You can use AMP as a landing page in Google AdWords

In the fall of 2017, Google AdWords, after beta testing, opened up for everyone the opportunity to use accelerated mobile pages as landing pages. The essence of the innovation: as a landing page, the advertiser can specify a link to AMP.

Google caches accelerated pages whenever possible and serves cached versions to visitors. Thanks to this, AMPs load an order of magnitude faster than regular pages. To illustrate the benefits of accelerated pages, Google has published an animation. On the left, AMP is used as a landing page, and on the right, a regular page.

Good day to you, dear friends!

At the last inclusion, we talked about. Today we will talk about an equally effective way to promote affiliate products and services - contextual advertising. Especially now there is a set in one of the most effective trainings on working with contextual advertising for affiliate sales "Professional Internet Advertising". Therefore, this article, I am sure, will be quite relevant.

It was not in vain that I included contextual advertising in the mailing subject "", because this type of Internet advertising is used today by almost all Internet sites - campaigns, bloggers, online stores, etc. and is one of the most powerful and effective methods of Internet marketing and online advertising in general. To promote partner products and services in particular.

In this article, we will take a look at:

— The main advantages and disadvantages of contextual advertising

— Mistakes that beginners make when setting up and running contextual advertising

— Who should learn the secrets and tricks of using this advertising tool

And, of course, let's start with the most important question...

What is contextual advertising

If we take as a basis, the official definition, then it is Internet advertising that is shown on the pages of websites and search engine results. Contextual advertising differs from ordinary advertising on the Internet in that it depends on the specific search query of the user or on the subject of the page of the website on which this contextual advertising is displayed.

Today there are 3 main systems of contextual advertising:

Benefits of contextual advertising

Now let's talk briefly about the main advantages of contextual advertising and find out why it is so good.

In my opinion, the main advantages of working with contextual advertising are:

1) Reach the most targeted visitors

If you correctly set up and launch contextual advertising, you can be sure that people who click on your ads are the most targeted. Of course, this applies more to people who click on your ads from the search results. Visitors from partner sites of contextual advertising systems are much weaker in quality.

2) Ability to put contextual advertising on autopilot

If you correctly launch contextual advertising, then you do not need to spend a lot of time on it. Advertising will work for you practically on autopilot, bringing quality traffic, orders through an affiliate link and, accordingly, good commissions. It remains only occasionally, if necessary, to adjust the settings.

3) Availability of contextual advertising

To launch contextual advertising, you do not need large investments. You can start a contextual advertising campaign with a minimum budget of 300 rubles ($10). Even this small amount, with proper work, can bring you a good profit and pay off several times over.

4) Deep analysis

Disadvantages of contextual advertising

1) Fine settings

If you want to use it effectively, then you will have to spend some time learning these settings and applying them effectively.

2) Big competition and high CPC

Today, when the Internet advertising market in Runet is developing quite actively, many people have begun to use contextual advertising. Therefore, as competition in search results is growing, so is the cost per click. There is only one way out - to find niches in which the competition is not so sharp or to look for low-competitive keywords in fairly competitive niches without losing a potential client.

Errors when launching and setting contextual advertising

Consider the main mistakes when setting up and launching contextual advertising that beginners make:

1) Using non-professional, but lightweight interface

If you use the easy interface of settings and launching ads, then you will easily waste your budget and will not be able to feel almost any effect. The lightweight interface doesn't give you full control over your advertising campaign. So the advice is ALWAYS USE ONLY A PROFESSIONAL INTERFACE!

2) Selection of general keywords

For each advertising campaign, it is necessary to use only the most targeted keywords in order to cut off inappropriate traffic. Moreover, professionals advise choosing only one keyword for each of your ads. That is, according to the principle "1 campaign - 1 key request", which will make the advertising campaign the most effective.

3) Narrow keyword reach

As a rule, the narrow coverage of keywords leads to the fact that you have few impressions and, accordingly, few clicks on your ad. To avoid this, you should select more targeted keywords and be sure to use synonyms, slang, and possible misspellings that users may make.

4) Focus only on high-frequency keywords

Yes, high-frequency keywords can give a lot of traffic, but the cost per click for such competitive queries will be an order of magnitude higher than for medium-frequency and low-frequency queries. Therefore, the advice is to look for mid-frequency and low-frequency queries, thereby reducing competition and cost per click on your ad.

5) No "negative words" and quotes

Negative words (download, forum, torrent, free, free, etc.) cut off non-target visitors. And quotes in key queries when setting up contextual advertising also help make your ads less competitive and targeted by showing your ad only to those who request the keyword in its purest form.

Of course, this will reduce the total number of impressions of your ad, but it will improve the quality of your advertising campaign and reduce the cost per click.

6) No "keyword" in the title and text of the ad

What to promote with contextual advertising

In fact, there are many niches, and, accordingly, a lot of goods and services in these niches that can be promoted using contextual advertising. For example, you can order contextual advertising and promote as a partner:

1. Information products (video courses, audio courses on repair, teaching foreign languages, construction, tourism, health, money hobbies, psychology, business creation and development, etc.)
2. Online stores (electronics, jewelry, clothes, shoes, perfumes, etc.)
3. Services (distance learning, cosmetology services, trainings, services on the topic of psychology, self-development, etc.)

For example, I use Yandex Direct contextual advertising more to make money on affiliate programs and promote with it:

- Video course on teaching tricks

— Video course on club dances

- Weight loss training

Today, about 10 advertising campaigns work for me on Yandex Direct.

And, as I said, creating, configuring and managing contextual advertising does not take me much time. At most 2 hours a week.

Contextual advertising: learning from the pros

Who should still learn the basics, secrets and various subtleties of working with contextual advertising?

Today there are many specialists who can teach you how to create, set up, place and effectively manage contextual advertising so that it is really of high quality and brings you profit.

If you really want to learn how to work with contextual advertising. To understand the basics, secrets and subtleties of working with this type of Internet advertising, I recommend going from Ilya Tsymbalist.

Or, in the very near future, have time to get to the essentially unique training “Professional Internet Advertising” from my colleague and contextual advertising specialist Alexander Skorobogatov.

As a result…

As I said before, contextual advertising is a great tool for advertising affiliate products and services. In many niches, it is many times superior to my favorite advertising tool - . Therefore, it is worth paying special attention to contextual advertising and learning how to work effectively with this wonderful and powerful tool of modern Internet marketing.

Video for a snack... :)

And for a snack, a rather voluminous and lengthy video about the basics and intricacies of working with Yandex Direct contextual advertising. Quite interesting and instructive video. Look. Recommend. Especially for beginners.

In the next issue

Next week, we will continue the topic of attracting visitors through various channels of Internet advertising and consider another effective channel for attracting visitors - social media advertising. .

And today I say goodbye to you and, of course, I look forward to your comments, questions and additions below .

Have a nice day and see you online!

Sincerely, Your friend and assistant Bulat Makseev

Many people think that setting up contextual advertising is something very complicated, incomprehensible, and they don’t even want to understand it. But there is another extreme, when it seems that it is enough to write an ad, choose some keywords for it, and everything will work. Both the first and second statements are false. Setting up contextual advertising is not a very complicated process, there are a number of successive steps that you need to follow so that your advertising campaign is already better than your competitors at the start, and you pay less for it. However, customization is definitely more than just writing a few ads for a dozen keywords.

Even before you think about keywords and ads, you need to go through the preparatory process, without which you will simply waste money and time, and then you will definitely say that contextual advertising does not work.

What you need to do before setting up contextual advertising

First of all, you must understand who you want to show your ads to. Yes, yes, I, like all marketers, will once again talk about the target audience. If you do not have a clear understanding of who your target audience is, then you can very easily bring to your site those visitors who are not interested in your product at all, or those who are interested in it, but they are not going to buy it.

The first stage: studying the target audience

Describe several options for users who might be interested in your product. Who is it: men or women, how old are they, what is their social status, where do they live (in cities, villages, megacities, in which countries). What problems do they have directly related to your product. What dreams, desires they have related to your product. What fears do they have? How do they solve these problems, satisfy desires - what is their usual behavior. What can stop them from buying or, on the contrary, push them to it.

The more characters from your target audience you describe, the better, but there is no need to go to extremes: 5-7 options are enough.

After that, look at your landing page (the page where you plan to send visitors from your ads) and think: for which of the target audiences you described is it most suitable?

I'll show you an example. There is a website for a company that sells underfloor heating. This is a landing page. Here is the first thing users see when they switch to it:

It becomes clear that this landing is clearly not suitable for showing to someone who is looking for something exclusive and expensive. It is more suitable for an audience of "budget buyers" who are looking for the cheapest price, but at the same time are afraid of fakes and low-quality products.

Step Two: Analyze Your Landing Page

Do a 3 second test. Ask a few people to look at your page and answer two questions:

• Is it clear what is being sold on this page?
• Is it clear how to order it?

It should be immediately clear on the page what they are selling. It is very important. Order forms, call-to-action buttons, and a phone number should be clearly visible. In the example above, it is immediately clear that they are selling underfloor heating, and the first order form is immediately visible.

Third stage: analysis of competitor ads

We see that our competitors attract attention with the following phrases:

1. Floor installation + thermostat as a gift.
2. Warranty 20 years.
3. around the clock.
4. Discount up to 20% only until 31.07.

You need to write down everything that your competitors focus on. This is necessary so that in the process of writing your ads you can not repeat yourself and stand out from their background.

Step Four: Write Benefits From Your Landing Page

This is also for:

• offer options for solving the problems of your target audience based on the text on the landing page;
• generally understand what you can offer that your competitors do not offer.

Here's how it looked in my example with a warm floor:

Click on image to enlarge

A regular Excel spreadsheet, nothing complicated.

Only after these preparatory steps can you proceed directly to setting up an advertising campaign. And about the main and very important steps of setting up

For contextual advertising in Yandex to work effectively, it is important to set it up correctly. If the setting of Yandex contextual advertising is not done as it should be, then investments in promotion will be too large compared to the effect that the advertiser will ultimately receive.

The standard settings provided by the system do not give the maximum result. This method is used by most users, but it cannot be called very effective.

It is better to use the manual setting option - it is he who gives the best result. But this requires certain knowledge and skills, or the help of qualified specialists.

Stages of an advertising company

First step

First you need to enter Yandex Direct, where to find the plate "Place an advertisment" ; after that, register by writing your username and password (it is recommended to write them down somewhere so as not to forget).

Entering your personal account, you need to designate the country and indicate in what currency you plan to pay for advertising and perform other actions with finances on your account.

It is very important to choose Professional account, and not Easy, as it would be more logical. Next, we go through the algorithm for creating advertising.

You can start creating your first ad. It is important to correctly enter the required data in the form fields.

This is how the settings of the advertising campaign parameters will look like, which, following the steps, should be set up right away.

In this video you can see the detailed setup of this block:

In principle, when setting up Yandex Direct contextual advertising, everything is clear: there are hints in the form - under the “?” .

The advertising campaign needs to come up with a name that is descriptive so that you can immediately understand what the purpose of this campaign is. You can create multiple ads in one campaign. more precisely, there can be up to 1000 ads, while they all have the same budget.

In the paragraph where you need to indicate when the advertising campaign begins and when it ends, you can not write the second moment.

In the notification column, you should indicate your email: you can receive statistical data on the balance and positions on it.

In step "Strategy" you are prompted to choose display strategies.
Separately, you can see more details about display strategies in my video on this topic:

Setting up contextual advertising Yandex Direct is an opportunity to choose the strategy of an advertising campaign that will be most suitable for the advertiser. There are two options - automatic mode and manual control.

In the first case, five strategies are proposed. At the same time, the system manages the placement process itself, taking into account the parameters entered by the advertiser. This is suitable if you want to receive impression settings based on a mathematical algorithm.

Also, this method can help beginners get used to the system: experts recommend them to stop at the point "Weekly Budget" . Then a limit on spending per week will be introduced, a maximum cost per click will be set. Further, the system works by itself when the automatic setting of Yandex Direct advertising is selected. What does it give the client? Confidence in the precise operation of the system.

The choice of the desired strategy is made by pressing the desired plate: its name will be displayed on the right - in a wide window. You can learn more about the strategies by clicking on the "?" next to the names:

- in "Highest Available Position" advertising is shown to the most interested users - it costs more than other strategies;

- in "Independent management for different types of sites" ads can be shown on search sites and on Yandex search and on thematic sites,partner sites or only on partner resources;

AT "Impression in the block at the lowest price" , when choosing special accommodation and guarantees, potential consumers are attracted as cheaply as possible;

When choosing manual control, it becomes possible to control all characteristics. You can experiment, which will help increase profitability.

Setting up Yandex advertising manually requires a certain amount of experience, which is why advertisers usually switch to this method after they have worked in an automatic strategy.

For example, with the "Highest Position Available" manual strategy, you can change your bids as you see fit, based on your perception of how effective a particular keyword is. You manage bids according to your idea of ​​the effectiveness of keywords in an advertising campaign by manually setting the maximum CPC.

In the time targeting setting block, you need to find the “change” command, where the round-the-clock mode is standard. Here you can specify on what days and hours you need impressions. It is important that they have green squares. Disabling some days and hours will happen if you click on these boxes. For example, on weekends, an ad might not run if the advertiser has a day off.

The clock is also adjustable. So, you can set the mode from ten in the morning to six in the evening. You can leave the default settings if that doesn't matter to you.

Setting up Yandex contextual advertising allows select a region to display. To do this, in the window that opens, you need to find a plate "specify" and tick the regions or cities that are needed.

This is convenient because it allows you not to enter into unnecessary competition where you do not need advertising.

All keywords in the ad can be set minus words. To do this, setting up Yandex Direct contextual advertising Yandex offers to click on "change" and in a small window write down the words, separating them with commas.

For example, if an advertiser is selling a program for a computer, then a person looking for such information can type its name, and write “free” at the end. If you want to sell the software, this is not suitable for the client. This word can be attributed to negative words, as well as others - "cheap", "download" ,"for free" etc.

Setting up Yandex Direct advertising - what else does it help to do? Next, a window will open where you can choose on which thematic sites the ad will be displayed. You can set what percentage of impressions will be on a particular partner site and in a search engine.

If you want not to spend money on thematic sites, setting up Yandex Direct advertising will help you save money. What does it mean? Restrictions are simply set by introducing an indicator in the settings block on thematic sites - 0 percent.

You can set ads to show when you enter a command "Impressions of additional relevant words" . You can not do this, because the system will independently put keywords that are not registered. What exactly is unknown. Whether this will bring new transitions is unclear.

The "Site Monitoring" section provides that the display of ads is suspended if the advertiser's website is unavailable.

Link markup items for the metric and additional metric counters are needed to set the collection of statistics reporting about the keywords that are used to navigate to the resource. To do this, you need to install a counter.

These are important settings.

Second step

Here the title is configured, the text of the ad is entered, a link to the resource or its specific page is given. You can add images and give more links - up to three pieces - these are the so-called Quick links. They will be located under the advertisement.

Now the address and phone are configured. New keywords are introduced:

this is done in the field on the left, and hints appear on the right - in the form of words that can be entered. Click on the phrase on the right - it is transferred to the left field.

In the block by conditions retargeting setting up Yandex advertising makes it possible to ensure that ads are shown to those who have already visited the advertiser's website. Generally retargeting advertising campaigns are always configured separately.

Third step

On the next page, Yandex contextual advertising is set up - the price at which each of the key phrases will be displayed.

The system itself can set a price at which the ad will get the most profitable place in the search engine results. But you can set the cost per click yourself.

To do this, the price per click is entered to the right of the keywords. You can set one price for all phrases - in the upper window above the list.

Additionally, you can enter settings for the price even higher. To do this, press the button "more settings", you can hide it with the help of a die "less settings" .

The cost per click is quite high. If the phrase is rated as average competitive, it will cost one or two USD. for every click. With higher competition - even more expensive.

Now you can go further. Here, the ad is sent to the moderator after clicking on the box at the top. Checking is carried out up to two or three hours. When the "good" is given, the balance is replenished - at least three hundred rubles : The process will be started.

There are two options for how to set up your advertising in the system: learn how to do it yourself or entrust this business to professionals who know well how advertising is set up in Yandex Direct: the price of their services is from ten thousand rubles.

Locations

And a few more details about advertising placements in Yandex.

The area of ​​special accommodation is the most demanded by network users. It is located directly above the search engine results. This is the most efficient place.

For placing an ad here for the first time, you have to pay the maximum. You can save money if you compose your ad correctly - then even the second place will bring good results, at a lower cost.

For details on placements, see my detailed video:

Setting up Yandex contextual advertising also provides other opportunities. For example, place an ad in guaranteed impressions, which are located on the right side of the page or at the bottom. However, space is limited here: if ads are not placed, the system will simply move them below this area and rotate ads.

Announcement text

Setting up Yandex advertising includes many important points. One of them is to correctly compose your ad. The more specific the text, the better, the higher the result of the advertising campaign. In this sense, several more specific proposals are more effective than one that is too general. Here you can remember that when setting up Yandex contextual advertising, the price is calculated not for words and sentences, but for clicks on the auction system.

The title and text must contain keywords. When the ad is shown, the system will highlight them in bold.

It is important to make the announcement specific, to focus on promotions, discounts, bonuses.

Words that stimulate his purchasing activity help to attract the consumer: free, sale, other . It also makes sense to talk about the offer, and not about the advertiser itself.

When setting up Yandex Direct contextual advertising, it is recommended to enter a link to the advertiser's website. Moreover, the link can redirect the user to the page that is more important to the client - not necessarily to the main page of the site. It is important that the user can go to the page where exactly what is written in the advertisement is discussed.

A well-written ad is the main trump card of an advertising campaign when setting up Yandex.Direct advertising. It is the text that attracts users and makes them click on the ad. Then the number of clicks increases, the ratio of impressions to clicks (CTR) increases. This leads to lower prices and better accommodation.

Keywords are very important!

Since ads in the system are displayed based on keywords, setting up Yandex advertising cannot do without their competent selection. This service helps wordstat.yandex . It is worth taking the time to find the optimal keywords and phrases for your ad.

The use of negative keywords will help narrow the circle of users who will follow the link - this excludes queries that do not fit the advertiser in meaning.

User behavior

In the first case, this option can be disabled. Then the advertiser's ads will be shown on those pages of thematic resources, the content of which corresponds to the meaning of the advertisement.

Setting up Yandex.Direct advertising allows you to make the behavioral targeting indicator active. In this case, ads on the topic that is of interest to the user in recent days will be shown to him in the advertising results of the search engine.

Customize yourself?

If you decide to involve professional directorologists, then the price of the services of qualified specialists today will start at 10,000 rubles.

I strongly do not recommend ordering advertising for a price of less than 10,000 rubles, this is extremely fraught with the quality of the setting. A more complex and extensive setting of Yandex contextual advertising costs more - up to fifty thousand rubles.