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Where can you give cheap contextual advertising? Inexpensive contextual advertising

Using the Excel function and the request template in Direct

we generate ads

The ad creation process

and multiply them (move the cursor to the lower right corner of the cell - a cross will appear. Press the mouse and drag the cross down - a list will be created with the conditions specified by the CONCATENATE function in our first cell):

We propagate ads

We now have a list of ads, a corresponding list of requests, and a URL. In general, you don't need to use the ## template for key phrases (since we have one ad - one request), but it happens that for one ad you can automatically select several requests at once and to save space in the campaign it is convenient to immediately use the template.

How to quickly create a campaign out of all this?

We automate the process of loading ads using the Direct's function "Manage campaigns with XLS / XLSX": go to the list of campaigns in Direct and select this function below.

We use the Yandex.Direct functionality

Before loading the campaign, download the ad template and use it to generate our several thousand ads (I first made one ad in the campaign, then downloaded it via Excel and compared it with the template; other ads were created according to the resulting example).

Unfortunately, you cannot create more than 1000 ads in a campaign in Yandex.Direct, so be prepared for the fact that you will have many campaigns (I got more than 10).

Similarly, we create ads for sections and filters. The principle of selecting requests will be the same: we select all options for requests for all sections (for cars, these will be filters, gearboxes, etc.), apply to them all possible options for the names of car models (Lada, Lada, Zhiguli, etc.) and using service http://py7.ru/tools/text we multiply all requests: we get "filters for the tenth Lada", etc.

It is very simple to work with the service: in the “Variable A” block we include the list of primary requests, and in the “Variable B” block - the list of requests with which they need to be multiplied (the “Search” function is already set to “all to all” by default) and press the "Generation" button. If you don't figure it out the first time, experiment, everything is very clear there! If you are still very scared, then use Excel again, but it will take more time.

This is how the table of the service for generating requests looks like

Let's go back to our announcements. Here we can no longer create a suitable URL as easily as in product cards, however, we also have a much smaller URL, so after spending half a day, we can create a list of URLs and use Excel to load our group of requests into the next campaign (or use with the help of a programmer).

The third group of requests is the most difficult to collect. There will be questions like "how to fix it", and recommendations, and much more. My advice: take the most general query in wordstat.yandex without specifying the region and take at least something suitable from the resulting list. But you can often even direct the users who came through them to the main page of the site.

It is better to do a separate campaign for each type of request - it will be easier to manage bids and analyze the results.

PPC campaign settings

Basic principles:

no negative keywords (we collect all the cheapest, so no restrictions are needed);
be sure to connect the Yandex Advertising Network (you can use a separate campaign);
choose the strategy "Display in the block at the lowest price" or "Highest available position" (I tried both, I did not notice the difference, but the cases are different);
enable impressions for additional relevant phrases - 100% in maximum mode;
we set the price common for each campaign and, gradually changing it, we achieve the optimal ratio “cost per click - number of clicks”. Unlike a traditional campaign in context, you don't have to follow the CTR too much, we have a different task.

Important points

By underestimating the cost of a click too much, we risk dropping the overall CTR of the campaign below 0.5% and spoil the “domain karma” (as a result, the cost of a click, and therefore the cost of attracting a customer, will increase), and if we overestimate it, we can get too expensive a lead. After a week of experimentation, I was able to adjust the optimal ratio.
It is necessary to use not only Yandex.Direct, but also Google AdWords. The fact is that search engine audiences are different, and our goal is to collect all the cheap clicks.
The analysis of the campaign is the most important point. Without knowing how much a lead costs you now, how will you understand whether the strategy works on your site or not, is it profitable for you? The site must have Yandex.Metrica or Google Analytics with customized goals. If you have an old project, then before starting the campaign, collect statistics for at least several hundred sales (the more data is collected, the more likely you will get a statistically correct picture) and try to calculate at least the average cost per lead for the site. If there are no statistics, or you do not know how to work with them, roughly calculate how much you are willing to spend on attracting one client, and compare with the results of the campaign.
If the campaign was triggered at the level of product cards, then there may be a problem of removing from publication of ads by cards, where there are no products left, and publication of ads by new cards. In this case, you cannot do without automation, and specifically, working with the Direct API (

To launch contextual advertising and, in particular, Yandex Direct or Google Adwords, you need to have a very large amount of knowledge. You need to have at least basic knowledge of copywriting, marketing, consumer psychology, to understand advertising customization services - and this is not a complete list. I must say right away that after reading only the training material, you will be able to launch an advertisement, but I would not recommend starting a launch in this case with a large advertising budget. You need to test with small amounts until you learn how to set up well.

Sometimes, one ad campaign for 50-100 ads is not enough to learn. You need to run through yourself not a single hundred ads to begin to understand this. But besides advertising, you also need to solve other business processes. Therefore, before setting up advertising for your business yourself, think about whether you can handle all this amount of work, and what will be the effectiveness not only from advertising, but in general from all business processes.

The advantages of this method:

You save money on advertising development;
As a result, you will learn how to make ads with better quality, which is also useful.

Minuses:

It is very time and effort consuming;
You need to have sufficient knowledge and experience for high-quality customization;
You need to keep up with controlling other business processes;
In 80% of cases, the effectiveness of such advertising will be low, or you will drain the entire advertising budget into a pipe (as a rule, after that contact the professionals). I also leaked))

Therefore, if you do not have extra money, then this option is for you. But be prepared to spend a lot of time and energy trying to figure out all the nuances and launch really high-quality advertising.

Order advertising from a specialist

I didn't have to wait long for me to announce a bonus and good news for you. On the basis of my site, I made it possible to order contextual advertising, or rather its setting for very little money from a specialist Vladislav Nikitin, who since last year has been writing educational articles for you on contextual advertising on my website in the section!

I myself have repeatedly encountered difficulties in contextual advertising and I know how difficult it is sometimes, without large budgets, to start selling on the Internet. Therefore, Vladislav set the prices for services for you significantly lower than the market average, so that not only an inveterate businessman has the opportunity to start an advertising campaign, but also a young entrepreneur who is just trying to gain a foothold.

At the moment, Vladislav works in a large advertising agency, where the prices for setting are many times higher than average and the quality of execution is at a high level. Those. you get studio quality. Moreover, now I am not setting up an advertisement myself, but giving this work to him. In addition to the paid services of Vladislav, we have introduced free services to help you. Vladislav gives various advice and consults on how to improve the effectiveness of advertising, writes articles, answers questions, etc. You can familiarize yourself with all services and conditions on the page "".

Those who have been reading my site for a long time have already understood that the mission of this whole project is to help and assist entrepreneurs. Great emphasis is placed on new entrepreneurs to help them develop their businesses and make money on their own. And in this section, we even introduced a trial tariff to understand whether contextual advertising is right for you or not and it costs only 950 rubles!

You save money! Price from 950 r. for a test setup;
High level quality. Vladislav works in a large advertising agency and runs advertising campaigns for fairly reputable companies;
The work is done quickly. On average, 1-2 weeks, but it all depends on the order;
Quality assurance. Vladislav refunds the full cost for setting up advertising if there are no results that depend on his work.

There is no contract that might be required for large companies. But here, excuse me, if you are a large company, you will find money for the agency;
Perhaps you will find the setting cheaper, if you have friends or acquaintances.

In general, my job is to tell, and yours to think. In general, I think this option is good and I am glad that I agreed with Vladislav that he help you, as I have been helping for a long time.

Order ad setup from a freelancer

One of the most common ways in the past few years is to order contextual advertising on various freelance exchanges. It is enough to register on any exchange as a customer and you can post a task. If you decide to order from freelancers, then contact the exchange Workzilla... Someone will say that I am advertising it again, but this is not so. There the performers pass tests, have real reviews, the service selects specialists for your order on its own, etc. After placing the assignment, you will begin to receive applications from candidates.

You choose the candidates according to various parameters and those who, in your opinion, are worthy of fulfilling your order, you appoint as the executor. In fact, everything is very simple here. Potential performers themselves ask for you and you do not need to look for and persuade anyone. The main thing is not to make a mistake in choosing a candidate, because the effectiveness of advertising and your final budget will depend on how he does your job!

As a rule, freelancing is mainly occupied by beginners who have just grasped the theory and are now looking for practice, but one that is paid. There are also good performers, but more often good performers are taken by advertising agencies with arms and legs for a high fee, so they do not stay long on freelancing, although sometimes they earn extra money. The amount of the order for them does not play a big role, so they can advertise you for 2-4 thousand rubles. Just do not forget that such specialists may not have much experience. I ordered from freelancers and I know what I'm talking about. Freelancers who have a lot of experience for a long time, as a rule, will not work on a small budget. Only setting up Direct from such freelancers will cost at least 8,000-10,000 thousand rubles, but they are responsible for the quality.

Of the advantages of this method, I can name:

The process is very simple for you and you do not spend a lot of time, that is, you can do other things in parallel;
The price of 2-4 thousand rubles for the setting is quite tempting;
You can find a good specialist for a more expensive amount (RUB 8-10 for setting up one advertising tool).

Of the minuses, I can name the following:

The quality of the work is not always good;
If the quality is high, then, as a rule, it is expensive to pay;
It happens that they use not manual, but automated configuration, which is very disgusting.

In fact, working with freelancers is a good way to save money. But most likely, this rule existed earlier, when this direction was just in its infancy. Nowadays, professional freelancers charge no less for their services than their competitors, and sometimes even more. Therefore, if you decide to turn to freelancers, then make the right choice so as not to miscalculate.

Cooperation with advertising agencies

Another popular way to promote your products and / or services on the Internet is to contact an advertising agency. Today, various advertising campaigns have sprung up on every corner. They all differ only in the list of services provided: someone is positioned at work on the Internet, someone only offline, and some manage to cover all areas in general. Alas, it is difficult to check the quality of an agency without contacting them for any service. Yes, there are leading firms with high ratings and good quality of work, but there are really few of them.

For their work, the agencies charge a prohibitive amount. It is obvious! After all, you need to pay for a specialist, advertising, manager, rent (if there is an office) and put more money in the director's pocket. But what can I say, I had a studio for developing websites and setting up advertising and we also took a lot!

Work under a contract - since advertising agencies are registered as a legal entity or individual entrepreneur, they work only under a contract. This is a huge plus, since the conditions, terms and cost of work are clearly prescribed. And if something is violated, then appropriate penalties will follow in the form of fines, for example. The main thing is to correctly draw up a contract so that you do not burn out later if the work is not done well.
Professional employees - as a rule, advertising agencies do not hire anyone. But you need to read independent reviews on the Internet! In large agencies, almost all employees have diplomas, certificates and other documents confirming their competence.

Of the minuses, I can name the following:

If you do not work under a contract, then almost always the deadlines for the completion of work will be disrupted, sometimes the cost of services may even increase.
Prices for services - in advertising agencies, services are clearly not cheap. Unless, of course, prices do not matter to you, then you can exclude this item. If in numbers, then on average from 15 or 20 tr. For a complete customization. And there are prices for 100,000 rubles. for setting up + a month of advertising, which is very expensive.
Inaccessibility - because of the heavy workload, sometimes advertising agencies cannot be reached and you have to wait several days for an answer, if they don’t forget at all, so you have to spend time and nerves trying to reach them and find out how things are with your advertising.
Quality of work - if you go wrong with the agency, the result of the work will be terrible. After all, you are just a client for them - today you are, tomorrow you are not. They will not care that you need customers and that your target audience is not the one to whom they advertise. 80 percent of advertising will be generally zero. Therefore, choose an advertising agency carefully.
Cooperation period - as a rule, advertising agencies are interested in you working with them for at least six months. It is simply not profitable for them that you order a service one time and disappear. They are interested in you paying them for as long as possible. On the one hand, it is convenient because you do not follow advertising at all, but on the other hand, it is very expensive in terms of money. But advertising agencies have various tricks on how to retain customers for a long time, and they actively use them. Agree, it is more convenient to find 10-20 clients and work with them for a year or two than to search for clients every month. Therefore, do not be surprised if you come with a one-time service, and you are skillfully divorced for at least six months or a year, or they do it in such a way that it would be better not to apply at all. And this applies to almost all agencies.

The choice is, of course, yours. I have described all the pros and cons of this method of advertising on the Internet. If you are a large campaign or do not want to start a personal advertising department, then you can contact an advertising agency. The contract and everything according to the law will be executed. If you are a small company, then it is better to postpone with the agencies, since paying for their services will gobble up your entire advertising budget.

Conclusion

So, summing up the results of this article, I can say that there are four obvious ways that you can promote your business on the Internet. They all have pros and cons. The choice is only yours. If you decide to create an advertisement yourself, then they will help you a lot with this, since we try to describe in detail all the processes in the section.

If you are determined to create and strengthen your business, then it is better to turn to those who are engaged in this professionally. Remember: the main task of an entrepreneur is to learn how to competently and effectively delegate authority. Therefore, outsource those processes that take a lot of time. Keep track of the indicators and that will be enough.

Stay tuned for our next articles and ask for help, as we are very pleased to help you. For you, dear readers, we always do more than you expect.

I am waiting for comments, questions, objections and additions;)

Best regards, Nikolay Schmidt

Hello dear readers!

Every advertiser sets for himself the main goal of obtaining the best result with maximum cost savings. And this is logical. Everyone wants to attract potential customers, promote their services or products with the help of cheap contextual advertising. Here it is important to understand what in reality you can get for this or that money. Often it makes no sense to save on advertising if, as a result, you do not get the proper return from it, right?

As a result, after trial and error, you have to contact a more competent specialist and spend more and valuable time. This article will help you avoid such problems and win!

"The client gets what he orders ..." This common truth is the best fit for our case. And those who are looking for cheap contextual advertising on the Internet should not forget about it.

The specifics of the modern service market is such that the number of offers is incredibly huge. In such a variety of craftsmen and companies offering, it is easy to get lost if you do not know what exactly is worth looking for. In this area, you can find agencies that estimate their services at 15 thousand rubles. and even more. There are also specialists working for less than 3 thousand rubles. Although, at first glance, the amount of work seems to be the same.

So what's the catch?

And the point is as follows. The Internet is flooded with private freelancers who know a little about the context. They take a lot of orders and do template customization. Basically, they are not responsible for what they did. After all, if you think about it, what kind of specialist will cost 1000 or 2000 rubles. bother, sit for days, delving into your direction, think over all the nuances so that in the future your advertising will work to the maximum?

Let's estimate. To earn a specialist at least 20 thousand rubles, he needs to serve at least 10 clients. Naturally, the order of thoughts will be such as to quickly rivet everything, hand over the work and forget about it. What awaits the customer in the future:

expensive clicks;
low number of impressions;
inappropriate customers;
junk keywords;
not configured statistics;
lack of ad management tools.

Now let's consider the second option. Choosing better services implies a completely different approach. Of course, the cost will be slightly higher, but the result will be different. Work is underway here.

The bids in the context are set by Yandex.Direct and Google Adwords through an auction. Auction bids are updated every 15 minutes and are subject to competition for a specific keyword. For example, the more advertisers want to show their ad for the query "order a stretch ceiling," the higher the CPC.

The cost of going to the advertiser's website also depends on the display position. So, in Yandex, the CPC in guaranteed impressions (at the bottom of the first page of Yandex search) is lower, in the first place of the guarantee is higher, the entrance to the special placement (at the top under the search bar) is even higher, the second place of the specialist is even higher, and the highest price for click on the 1st place of the special placement. Moreover, the difference between the closest positions (for example, 2nd and 1st places of special placement) can differ significantly.

Likewise in Google Adwords: CPC above search results is significantly higher than below search results.

The question arises: why overpay for a special placement, when you can pay the minimum for being in the guarantee? The fact is that in many topics, only advertisements that are shown in a special placement bring conversion.

This is especially noticeable in "hot" topics, when the user needs to satisfy the needs here and now - for example, car repair, calling a tow truck, ordering food to the office, calling a taxi, and so on. In this case, the user does not spend time studying a large number of advertising offers, but makes a choice among the first few and, as a rule, does not reach guaranteed impressions. It turns out that cheap contextual advertising is a myth. But there are still ways to make it inexpensive and significantly reduce costs.

First, let's take a closer look at what affects the cost of contextual advertising:

Business topic (in competitive topics the price is higher).
Geographic coverage (in Moscow and St. Petersburg, the cost of advertising is higher than in the regions).
Terms of placement of contextual advertising (over time, the price may decrease). CPCs in the evening and at night, as well as on weekends, are much lower than during the day, especially in the B2B area.
Advertising campaign strategy and placement positions (special placement or guarantee).
Use of relevant ad text and landing pages.
Use in advertisements as many characters as possible and add all extensions.
Setting bids in context in such a way as to keep the desired position without overpaying.

What needs to be done to make contextual advertising cheap?

When choosing keywords, you need to focus on medium and low-frequency queries. They can count on cheaper contextual advertising than high-frequency ones.
Detailed elimination both at the campaign level and at the level of specific key queries can significantly reduce the bounce rate and improve the quality of traffic from contextual advertising.
Traffic from thematic sites is quite cheap. In some topics, it is no less conversion than search. But you need to constantly monitor the quality of sites, eliminate non-target ones.
Create relevant advertisements - use a keyword in the texts, create advertisements for each request. These ads have a higher CTR and a lower cost per click.
Use all possible extensions in advertisements: a virtual business card, quick links, clarifications, displayed links, images - in Yandex.Direct; phone numbers, addresses, sitelinks, display links, structured descriptions, pricing, and more - in Google Adwords.
Optimize placement positions. In some topics, it is enough to be shown in the guarantee, and you do not need to overpay for special placement.
Use an automatic rate update system. Since they change every 15 minutes, it is physically impossible to manually update rates.
Optimize display time. To reduce costs, you can set up displaying contextual advertising in the morning, evening and night, but limit it during the day, when the CPC is very high.
Create separate advertising campaigns for the regions, since due to high competition the cost per click for the same request in Moscow is several times higher than in the regions.
Create separate advertising campaigns for display on search and on thematic platforms in order to use more precise settings.

Inexpensive contextual advertising is a long and painstaking process. It can only be done by professionals who will take into account all the subtleties of the subject matter, offer the optimal solution for a limited budget, and effectively set up an advertising campaign that will make a profit.

What do you need to quickly promote a commercial website on the Internet? In most cases, it takes a very long time to wait until the SEO promotion starts working - the first effect begins to be felt only after a few months. It remains only to use the contextual advertising networks.

There are a lot of contextual advertising networks. There are both small and large chains on the market. Moving in large networks is difficult, expensive, but effective. And if you need free contextual advertising, and you decide to turn to the services of small networks, then this approach is often doomed to failure - the prices are very low, but the number of sites is extremely small. Why pay for an ad campaign that no one sees? Therefore, free (read, cheap) contextual advertising in small networks is unprofitable.

Yandex.Direct

Cheap PPC advertising is an advertising campaign customized by an experienced professional. As for independent attempts to advertise, they often end in failure due to lack of necessary knowledge. In order for contextual advertising to be cheap and effective, you need competent settings. You can learn this on your own by watching numerous videos on Youtube or buying training courses. But there is another way to provide yourself with cheap contextual advertising - for this you need to start campaigns using coupons. This is true of such contextual networks as Yandex.Direct or Google AdWords - these are the two largest contextual advertising networks.

In order to reduce the cost of placing on these networks, we need coupons from these networks. Yandex.Direct coupons with a face value of 9,000 rubles can be easily purchased for 3-4 thousand rubles, thereby saving up to a third of the starting amount - a great way to experiment with minimal costs. Coupons are activated on new accounts, and only for domains that have not been advertised in Yandex.Direct for the last year - detailed conditions can be found on the service's website.

Google adwords

As for Google Adwords, there are also coupons, which you can get absolutely free, thereby providing yourself with temporary, but free contextual advertising. The coupon value for Russia is 2,000 rubles, activation is possible only for new accounts created no more than 14 days ago. The coupon provides a kind of discount on advertising in the amount of 2,000 rubles. After exhausting this amount, you will have to pay for each click from your wallet according to the cost calculated by the system.

Another developing network of contextual advertising is Avito Context - with the help of this service we will be able to advertise various goods and services.