Advantages of contextual advertising on the Internet. Pros of contextual advertising

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

As one of the types of online advertising, contextual advertising has such advantages as a large audience coverage and the ability to tell a potential client the maximum useful information about the offer. But these advantages and pluses of contextual advertising are not exhausted. Let's consider them in more detail.

9 MAIN ADVANTAGES OF CONTEXTUAL ADVERTISING

1. POSITIVE ATTITUDE OF THE AUDIENCE TO CONTEXT ADVERTISING

This attitude of the audience is achieved due to the principle of "contextuality" of advertisements, i.e. ads are shown only to those users who have shown interest in the relevant topic.

Contextual advertising does not bother and does not irritate, unlike other types of advertising. it advertises what is sought to the one who seeks it. It is perceived by potential customers not as advertising, but as useful information.

For example, if a user made a search query “buy a car”, then in the context, advertisements for car dealerships that sell new cars or used cars, banks that issue car loans, and companies that provide car audit services can be shown to him in the context.

2. GOOD SELLING EFFECT OF CONTEXTUAL ADVERTISING

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

3. LOW COST AND FLEXIBLE PAYMENT FOR ADVERTISING

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

You pay not for impressions or the time of placing an ad, but only for clicks on it, i.e. for visits by potential customers. An auction allows you to set an acceptable price for a click and get potential customers on your own terms.

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

4. CONTEXT ADVERTISING HAS A LARGE AUDIENCE REACH

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

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

5. POSSIBILITY OF AUDIENCE TARGETING IN CONTEXT ADVERTISING

A significant advantage of contextual advertising is the ability to target the audience (the ability to select an audience for displaying advertisements by geographic, socio-demographic, temporal, and other parameters). This allows you to focus the advertising message very precisely, and therefore increase its effectiveness.

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

6. POSSIBILITY TO EVALUATE THE EFFICIENCY OF THE ADVERTISING CAMPAIGN

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

The data of these statistical systems enable us to determine:

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

With statistical data, an advertiser can track the number and quality of visitors that came from an advertisement, make changes to the current advertising campaign to improve its results, and plan their advertising campaigns more intelligently.

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

8. QUICKLY ACHIEVING RESULT IN CONTEXT ADVERTISING

Even if you do not have your own website on the Internet, Yandex.Direct makes it possible to create a page where contact information, opening hours, information about the company and goods / services will be located.

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

05/17/14 28K

What is contextual advertising?

Context in Latin means connection or connection.

The display of contextual advertising is always relevant to a person's request or area of ​​interest that intersects with the subject of the advertised service or product. This method of selecting ads greatly increases the likelihood of a response to an ad.

Why do you need contextual advertising?

Context is very common in situations such as:

• Promotion of goods;
• Advertisement of services;
• Increasing sales;
• Bringing new products to market;
• As an effective addition to the main channels of advertising outside the Internet.

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

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

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

Contextual advertising of any format is widely and massively used to increase brand popularity. It can easily make a very recognizable brand out of a novelty.

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

Advantages and disadvantages of contextual advertising

Contextual advertising giants such as Google AdWords, Yandex.Direct and Begun have already gained immense popularity and are ready to provide their audience with a wide range of ads on various topics and work with automatic detection of interests, as well as page topics.

• When displaying contextual advertising, the interests of users are taken into account in terms of query input, page views, personal interests and history of search activity;
• Ability to use geo-targeting and select when ads are shown to users. Thus, the contextual advertising ordered by you can be shown at a strictly defined time of the day;
• Large coverage of the audience and Internet resources of various directions.

1. The most tangible disadvantage of contextual advertisements is their constant click-through. Such actions are performed not only by advertiser competitors, but also by unscrupulous webmasters whose goal is to earn extra money. Such actions lead to a decrease in the effectiveness of advertising and to additional costs;
2. The cost of a click in a really highly competitive topic can reach $10 or even more. Some advertisers are not willing to spend that kind of money in pursuit of getting the best ad position. As a result, everyone loses;
3. V Lately, when sites are spammed with ads, it began to terribly annoy users. Moreover, it greatly hinders the search for the necessary information;
4. Many users install various programs and plug-ins for blocking contextual ads, so not all users will be able to see your ads.
5. Links from contextual advertising systems are encrypted or work using a redirect, which does not bring any benefit to the site in terms of promotion. It is quite obvious that such links do not affect the position of the advertised site in the search results.

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

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

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

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

Yandex.Direct has a narrower direction of issue, focused exclusively on search phrases, and if there is simply no advertising for a certain query, it is not displayed in the search.

On the selection of ads, like Google, Yandex has just begun to experiment, but it will take a very long time to go to the full implementation of such a system.

Setting up contextual advertising - basic information for beginners

There are a lot of secrets for setting up advertising campaigns, and on the net you can read not only something really important, but also heaps of thoughts that for several years have not even had the minimum effectiveness confirming their significance.

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

• The right approach to the selection of keywords that will be used in compiling contextual advertisements;
• Geographic indicators are very important so that ads are not clicked by citizens of another country or a distant region;
• Setting the time of impressions;
• Setting the budget for an individual ad and daily spending;
• Disabling unscrupulous sources from which ads are clicked;
• demographic features.

Yandex.Direct - advantages, disadvantages, features

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

Advantages :

• Availability of geotargeting;
• No additional targeting fees;
• A huge proportion of advertising is designed strictly for search traffic, and not for advertising on the site.

Flaws :

• Cumbersome statistics interface;
• It is not possible to show ads for queries that include more than 5 words;
• There is no effective automatic bid management;
• Too limited in the size of the title bar and text of the contextual advertisement;
• It is not possible to export advertising campaign statistics to Excel.

Runner - advantages, disadvantages, features

Advantages :

• original design;
• Convenient usability;
• Huge audience coverage;
• Opportunity automatic control rates;
• 9 ways to pay for advertising services;
• Detailed information on any ongoing advertising campaign;
• Convenient preparation and uploading of reports;
• Plenty of space for ads;
• Availability of an affiliate program.

Flaws .

Do you want me to tell you what your employees are doing right now? Collect manual reports in spreadsheets. How much time are they wasting by ignoring automation? It’s easy to see the real picture: calculate the number of man-hours spent on reporting and multiply by the average cost of an employee’s working hour.

In this article, I will tell you why to implement a BI solution for business, what tasks can be solved with the help of automation, and what Netpeak got by developing its own BI solution for the contextual advertising department.

business intelligence(BI) - Methods and tools for translating raw information into a meaningful, usable form. This data is used for business analysis. BI technologies process large amounts of unstructured data to find strategic business opportunities.

How long did the implementation take?

It took about 5 months to implement the project - from setting the task to completion.

What have we been doing all this time?

1. Pre-project preparation.

1.1. Defined the main and additional goals of BI implementation.

1.2. The sources from which the necessary data should be obtained were identified. The primary sources are Google Ads, Google Analytics, Yandex.Direct and Facebook. The vast majority of the entire advertising budget for our clients' projects goes to these sites. Also, the source was the internal ERP and a number of Google tables that employees fill out.

1.3. Based on the goals set, we determined a list of reports, charts and filters necessary to solve business problems.

1.4. We have developed a database architecture that will store the information necessary for visualization.

1.5. Picked up the tools to implement the project at minimal financial cost.

2.1. We studied the documentation on working with the API of all previously selected sources.

2.2. We got access to the API of all the necessary sources.

2.3. We wrote function packages in the R language for working with the Yandex.Direct API and Facebook :

2.4. We studied the documentation of function packages for working with the Google Analytics and Google Ads APIs, as well as for converting monetary data into one currency.

2.5. Wrote scripts in the R language to collect and write data from all sources to the database.

2.6. Set up visualization of all reports and diagrams.

2.7. Differentiated levels of access to reports for employees.

And now - to the details.

How to define the goals of BI implementation?

How to understand what your business needs, and not the manual collection and processing of data in spreadsheets?

Analyze:

• how much time it takes to manually collect and manipulate data;
• what kind of tasks do you want to solve with the help of BI.

At the time of writing, Netpeak employs more than 30 PPC specialists. Each of them regularly collects and analyzes data on campaigns from various systems. To free up time for specialists to analyze data and optimize advertising, we decided to collect all the necessary information “in one tab”.

1. Monitoring the key performance indicators of advertising campaigns on all advertising platforms and for all projects.
2. Finding ways to scale advertising campaigns without losing effectiveness.
3. Growth of budgets without reducing the effectiveness of advertising campaigns.
4. General increase in the effectiveness of advertising campaigns for all projects.

How to determine what tables and charts are needed to achieve the goals?

It's simple. When you have clearly formulated the goal, understanding what information and in what form you need to receive automatically appears.

After talking with specialists and department management, we determined a list of reports, charts and key indicators that employees rely on when analyzing advertising campaigns, and management - when evaluating the effectiveness of a department consisting of more than 30 people.

As a result, 60 visual elements and a number of filters were described (for the convenience of working with them).

How to find tools for project implementation at minimal cost?

When choosing tools, it is best to rely on the opinion of a specialist who owns at least several BI platforms and databases, and also knows how to work with large amounts of data.

Another guideline when choosing a BI platform is the annual Gartner Magic Quadrant for Business Intelligence and Analytics Platforms.

Leaders in the BI industry have not changed for quite a few years. This is Microsoft Power BI), Tableau Software (Tableau), and Qlik (QlikView, QlilSense). These are the decisions you need to pay attention to.

When choosing a BI platform to solve a specific problem, consider:

• from what sources it is necessary to obtain data for visualization;
• whether you need online access to reports;
• what budget do you have.

I have chosen the following tools:

1. Google Sheets- to store reference information on projects, as well as information that company employees enter manually on a daily basis. As a rule, these are small tables that consist of a maximum of several hundred rows. This tool is free and ideal for joint work employees in one document online.
2. R language— to collect information from the API of advertising systems. This tool is also free and is designed to quickly process large amounts of information.
3. MySQL- A DBMS for storing collected information that does not need to be changed in any way in the future. We wrote aggregated data to the database, so MySQL performance is more than enough to solve our problem. Approximately 300,000 rows of data come in every month - with a properly configured database configuration and proper indexing of MySQL performance tables, more than enough to process this array of data. Like the previous tools, MySQL is completely free.
4. Microsoft Power BI is a data visualization tool. The available functionality is enough to solve the problem. In addition, Power BI for desktops is completely free, and the online version will cost less than competitors (no need to buy a separate server, all data is stored and processed on Microsoft servers).

Technical implementation should begin with a description of the process of collecting, cleaning, aggregating, storing and visualizing data.

• how often reports need to be updated;
• how much data is expected to be stored;
• to what volumes the base will grow during the year.

Scheme of work

1. Every month, all marketers enter data on their projects into a Google spreadsheet. This is how we assemble a directory that contains all the information necessary for the scripts to work.
2. After updating the directory, R-scripts are launched that collect information using the API from all advertising sites, link it, aggregate it and write it to the MySQL database.
3. Within a month, company employees fill out many other documents in Google spreadsheets: with information about project performance evaluations, new and departed projects, and so on. All of these documents are connected to Power BI Desktop using the R connector.
4. Once a month, after collecting all the information for the past month, with the help of a single button "Refresh" in the Power BI Desktop interface, all reports and charts are updated.
5. The data is published in the Power BI Service for online access by specialists, team leaders and department management.

How do PPC specialists use a BI solution?

Let's start with the fact that in Power BI you can distinguish between roles. So each employee got access to a certain set of data.

Department structure:

D.H.(Department Head) - leadership. Employees with this access level see information on all projects, which helps them to control the work of the department and promptly respond to a negative trend in terms of key indicators commands.

TL(Team Leaders) - team leaders. They have access to information on projects of specialists included in their team, but do not see data on projects of other teams.

IM(Internet Marketer) - experts in contextual advertising. They have access to information exclusively on their own projects and do not see data on the projects of other specialists.

We have clearly separated access to data. Each employee has access to the information he needs and can make decisions at his own level of responsibility.

In BI reports, you can see general information according to KPIs that need to be controlled by the management of the department and teams:

• department performance,
• different segmentation of projects and specialists
• the dynamics of changes in the number of active projects and so on.

Let us consider in detail how specialists use the developed tool when conducting advertising campaigns.

The first table that a specialist sees displays data on the amount of funds spent, the number of impressions, clicks, CTR and cost per click by project, traffic source and channel.

With this data, deeper analytics of each project begins. The specialist can move on to studying charts showing the volume of lost transactions, income and conversions, and based on these data, draw conclusions for a separate project or advertising campaign.

The amount of lost profit is shown on the diagram, broken down into losses by budget and by rating.

The specialist immediately sees:

• projects and advertising campaigns where you can raise the budget without reducing the effectiveness of advertising campaigns;
• projects and advertising campaigns where you need to pay attention to the Quality Score and cost per lead in order to minimize losses due to low ad rank.

a specialist can also analyze using a special table. For each project and advertising campaign, it provides data on how much funds were not enough for the maximum possible coverage and how many transactions were not received in connection with this.

The specialist also has access to a chart that reflects the share of the budget that could potentially be spent without loss of efficiency.

After looking at the listed charts and reports, the specialist can write a letter with recommendations for increasing the budget, as well as immediately indicate the amount of income or the number of transactions and conversions that will be received as a result of the budget increase. So the specialist will know in which projects and for which advertising campaigns it is possible to effectively increase the advertising budget and bring more benefits to customers.

3. Analysis of lost conversions due to rankings

The next step is to minimize lost revenue due to low ad rank. In this case, there are two ways.

First of all, you need to pay attention to the quality indicator, as this will optimize the cost of the transaction.

There are six diagrams available for a specialist to work on a quality indicator.

The first two charts show general information about the quality score of the projects. You can also go to the ad campaign or ad group level.

The chart on the left breaks all the keywords in the account into three groups:

• High (marked in green) - keywords with a high quality score, from 8 to 10 points.
• Middle (indicated in yellow) - keys with an average quality score, from 5 to 7 points.
• Low (marked in red) - keywords with a quality score below 5 points.

The chart on the right shows the average Quality Score by account, campaign, or ad group.

Using these charts, a specialist can see problematic accounts, advertising campaigns, ad groups, and can immediately determine which keywords need to be optimized.

The next three charts show each component of Quality Score by account, campaign, and ad group.

Each graph shows the ratio of keywords with different ratings. Green indicates the proportion of keywords with an above-average score, yellow with an average, and red with a below-average score.

In the chart on the left you will see the keyword score ad relevance. For keywords with a low score, the specialist needs to create ads that contain keywords in the title or ad text.

The central chart reflects the keyword score by expected CTR value. This component affects the Quality Score more than others, but it is quite difficult to change its assessment. If the group has a high proportion of ads with a low expected CTR, the specialist needs to make ads more visible and attractive: check if ad extensions are enabled, be more creative with the ad texts and headlines.

The chart on the right shows the score landing page quality. In this case, the specialist should try to change the landing page in the ad to a more relevant one or recommend that the client rewrite the text of the landing page so that keywords from the ad group occur more often.

After the specialist has worked out the quality indicator and pulled it to the maximum level, the cost per click decreases. Consequently, the number of clicks and transactions is growing within the same budget.

If you're still losing impressions due to low ad rank after Quality Score optimization, look at your bids. So that a marketer can assess whether he can raise bids, we have added a graph that displays the cost of a transaction in the context of advertising campaigns.

In each project, the specialist knows the allowable cost per conversion and can compare this data with how many conversions were lost. If the cost of the transaction is below the allowable value, and at the same time there is a loss of income due to a low rating, it is worth raising the rates. In this case, the number of lost auctions will decrease, and the specialist will be able to attract more interested users and, as a result, increase income.

4. Campaign scaling

The BI solution has added a number of reports on the cost of a click in Google Ads in the context of different topics, as well as countries and cities. Based on this data, a marketer can evaluate whether it is worth scaling advertising campaigns to specific cities and regions, and do it as efficiently as possible, depending on the capabilities and specifics of the client's business.

At the moment, information on the cost of a click is available:

• in 188 countries;
• 25.7 thousand cities;
• broken down into 27 topics.

A similar report is also available on the cost of a click by topic and country on Facebook.

Demo version of a part of the finished solution on a randomly generated data sample

You can view a demo version of the described solution on a test data sample at this link.

conclusions

How we implemented BI analytics for the contextual advertising department:

1. We determined the goals, sources and list of reports necessary to solve business problems.
2. We developed the database architecture and selected tools for project implementation.
3. We got access to the API of all the necessary sources and developed the necessary function packages in the R language.
4. Visualized reports in Power BI.
5. Differentiated access to data depending on the role of the employee.

What is the result?

1. Manual:

• monitors the implementation of the KPI of the department;
• receives data for the distribution of projects between specialists depending on their workload.

2. Marketers based on the received data:

• estimate the amount of lost income; analyze lost conversions in connection with the rating;
• optimize advertising campaigns and quickly identify growth areas;
• scale advertising campaigns by connecting new sources and regions.

This time I want to explain to you all the main advantages of contextual website advertising on the Internet. If you are going to conduct advertising campaigns on the web, then you should appreciate all the advantages of such a source of targeted visitors. In addition, I will tell you in which cases it is worth using contextual advertising, and in which it is not.

When should you use contextual website advertising?

Let's start with the main question: When should you use contextual advertising of a site on the Internet?» I want to say right away that such advertising should not be sprayed on all sorts of nonsense. Remember this main rule once and for all!

In order to have good results from the use of contextual advertising, your product must be in really high demand. It is clear that volume and demand are always relative concepts.

But there must be demand. Buyers should always know what kind of product it is. Otherwise, you simply will not feel all the benefits of contextual advertising on the Internet.

It turns out that this type of advertising should be used when you want to attract customers. For example, the item " sofa". People know what a sofa is. Therefore, we can create a context advertisement and attract a person to buy a sofa.

On the Internet, some informational things are often asked. Well, you don't have to buy anything. They ask, for example, “how to wash windows without streaks”, “how to cook delicious porridge”, and so on. There are a huge number of information requests.

If you have a site on a similar topic and have an article that helps answer such a search query, then you can go to your site.

Now let's discuss when you should not use contextual advertising for a site. I must say right away that it cannot be used to advertise an innovative product. This is usually a product that many people may not know about.

It is not clear here what the product offers us and whether there is a steady demand for this product.

Also, this type of advertising does not need to be used to create image (brand) advertising. We have previously discussed a branded advertising campaign, the essence of which is to get to know a particular brand. When something comes on the market new company, then she needs to actively advertise in order to show herself.

For example, for a user to go to the store, see this ad and say: “Yes, I have already seen this brand somewhere. So, I trust him more and will buy something in the future.”

I repeat, here the main goal is to inform the user about the brand, getting new information, remembering this brand and so on. Contextual advertising is not worth doing image advertising campaigns, because it is not very effective.

There are other ways to do this, including.

So, to attract buyers and visitors to our site, we use contextual advertising. For an innovative product and for image advertising, we do not use contextual advertising for the site, because it is simply not effective.

I hope you remember this!

Let's take a look at the main advantages of contextual advertising on the Internet. Indeed, contextual advertising is one of the most profitable ways to advertise online. Let's see why:

• Cheapness. On many non-competitive and regional topics, there is a fairly low cost of clicks. That is, for a few cents you can still get visitors to your site. And this is true even in commodity topics!
• Efficiency. No advertising campaign allows you to start collecting potential customers to your site quickly enough. But contextual advertising is different. Everything is done quite simply, while moderation on Yandex Direct is quite fast. In the daytime, in just an hour, you can already set everything up. After that, your advertising campaign will be accepted and allowed to be shown.
• Targeting accuracy. Indeed, with the help of selecting the right keywords, as well as, we can very clearly customize the one that we need. We can only show our ads to those who are interested. This aiming accuracy also gives a very good result.

• Predicted result. When we work with any kind of advertising, we make experiments. This is typical of the entire advertising market. We do testing and various experiments, since it is impossible to accurately predict the results. For example, how to predict the results of a TV commercial. It is not clear how people will react to this advertisement, whether they will call and come to the store. It is very difficult to make a forecast. At the same time, using contextual advertising, we will be able to make an accurate forecast for the amount of costs (according to the advertising budget) and the number of visitors who will come to the site. Of course, contextual advertising tools will not give an answer on how much profit we will get. However, we will be able to get a fairly accurate number of clicks and budget (ad spend). All these parameters, for example, in the Yandex Direct system are monitored centrally. There is a large database that shows the average. The Yandex Direct system has a special tool "". Enter a query, for example, "ATV rental". After that, you will see the cost per click and how many clicks per month you will receive, subject to a keyword and a region. So you will have a complete forecast. But how many people will become customers depends on the site itself. The advertising system has nothing to do with this and, accordingly, will not be able to give any forecast.

Hello Newbie Internet Marketers!

Have you seen ads like this before?

Or like this:

And you probably know what it is. Or maybe you don't know. I suggest - contextual advertising. In short, today in the first lesson, we will analyze what it is, how it works, how to place it and where to start.

Let `s start?

What is contextual advertising?

There is only text with various additions in the form of quick links and business cards.

The second type on partner sites () :

As you can see, blocks with ads are much larger than those on the search, and allow you to add pictures, which, in turn, are needed to attract the attention of people staying on thematic sites.

For advertisers, to whom mine is dedicated, contextual advertising will serve as an excellent tool for increasing sales and expanding your wallet, if, of course, everything is set up correctly. Do you know why I say so? Contextual advertising is a bow, and you are a shooter (archer), yours is a target, or rather the center of the target (bull's eye), and if you aim well, you will hit your target audience exactly, which means you will have more sales. If you do not aim, then you know the result.

I would like to clarify one very important point. The bow sight is adjusted with the help of, or rather search queries, your target audience. Also, geographic targeting (the location of your audience) is an invaluable aid in adjusting your scope. The better you adjust, the easier it will be for you to hit the target audience. We will discuss how to adjust the sight in the next lessons.

How does contextual advertising work?

Contextual advertising does not work very hard. Let's say you have a product, for example, iPhone 6s, you need to sell a certain batch of smartphones. You decided that you would use contextual advertising to fulfill the plan, collected user search queries, among which such a request appears - buy an iphone 6s. Launched campaigns.

A representative of your target audience, let's say Misha, entered a query in the search line - buy iphone 6s and saw your ad for the sale of iPhones on super favorable conditions and decided to visit your site by clicking on the ad, thereby withdrawing a few rubles from your account in Direct. Then, Misha buys an iPhone 6s from you and you are happy!

And in short, this tool for attracting the target audience to the site works like this: users enter a request - your ad seemed to them. That's how simple it is.

How to place contextual advertising?

In Runet, there are two huge search engines that run everything and everything: Yandex and Google. Each of them has its own system of contextual advertising: and accordingly.

Let's talk a little about the features of each system.

Yandex.Direct.

As you understand, Direct belongs to Yandex. The peculiarity of this system is that setting up campaigns is very simple.

Yandex accounts for almost 80% of all contextual advertising in Runet, although over time the percentage decreases anyway, due to the large number of manuals, courses on Google Adwords and a huge number.

Direct appeared in 2001, a little earlier than Google Adwords in Russia.

The main feature of Direct is the minimum number of settings, but every year there are more and more of them.

Oooh, this system is the main trendsetter, like Gucci, probably. Its peculiarity lies in the fact that you can fine-tune advertising: the number of settings allows it. But for beginners, GA is so alien and incomprehensible that it is very difficult to make the correct settings, and therefore GA is not very popular.

But, if you know all the subtleties of setting up this wonderful system, then success awaits you.

Advantages and disadvantages of contextual advertising.

Let's talk about the advantages and disadvantages of contextual advertising.

Let's start, perhaps, with the shortcomings, since there are not so many of them, just one:

• You can simply drain the entire budget in a couple of days, or even a couple of hours;

Agree, a significant drawback, but it depends only on you. How to set up, you will get such a result.

But there are much more advantages:

• Attracting only the target audience;
• Payment only for site visitors, that is, for clicks;
• Control and analytics of advertising campaigns;
• Small investment to get started. For some niches, even 300 rubles is enough, this may well be enough for several days;
• Instant result, almost immediately after the start, but it takes time for greater efficiency;

I repeat, as you set it up, you will get the result. And I'll teach you how to set up. Subscribe to not to miss something important.

Indicators of the effectiveness of contextual advertising.

In conclusion, I would like to talk about performance indicators.

Naturally, the main indicator of efficiency will be profit, but this is in general - after all, this indicator will not give you a complete picture of what is happening. And in order to get this very picture in Yandex.Direct and Google Adwords, there are several key indicators:

• CTR ( , ), also called click-through rate, is the percentage of the number of clicks on an ad to the total number of ad impressions. A high score means high attractiveness. The optimal percentage of CTR is from 6% or more for search sites, and 0.5% - 1% for thematic sites
• Conversion is the percentage of visitors who complete a targeted action on the site, such as a purchase, to the total number of visitors. The optimal conversion percentage will be from 1% to 10%, more rarely happens. This indicator can give you a lot of food for thought, for example, the indicator is too low, say 0.5%, then the problem is either in the site or in the keywords that make up your list. I will help us track the conversion either in .

This is enough to evaluate the effectiveness of your advertising campaigns, we will talk more about indicators in the next lessons.

At the beginning of the lesson, I said that I would tell you where to start setting up contextual advertising, and so: you need to start with the selection of keywords, which is what we will do in Yandex Direct, and in Google Adwords here.

Well, that's it, I think. I really hope that everything is clear to you, if not, then ask questions in the comments. Don't forget to subscribe to blog news so you don't miss anything important.

See you!

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