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Job description of a contextual advertising specialist. Contextual advertising specialist - who is he and what does he do?

Gone are the days when SEO specialists created contextual advertising “for rent” - the PPC market needs competent specialists. In this article we answer questions that concern many beginners. You will learn what personal qualities are needed to work with contextual advertising, and also find useful tips and links.

In the first part, the teacher of the “PPC: Contextual Advertising” course will help you get rid of illusions and understand whether this kind of work is right for you. In the second, I’ll tell you where to start learning about PPC and which sources you should trust.

Finding a real contextual advertising specialist is not so easy :)

To understand how a PPC specialist works, imagine a programmer who writes code and at the same time rhymes the lines in iambic. In contextual advertising, you need to adapt to the limitations of advertising systems and create original advertising that will appeal to potential customers and stand out among competitors. This is the complexity and beauty of our work.

PPC specialists not only influence what users see in searches, they help businesses attract new customers and bring back old ones. Good specialists help clients identify and fix problems, which means they make the world a little better.

Another advantage of working in the PPC industry is the dynamics. You'll see the results of your work fairly quickly, and in most cases you won't have to wait six months to see if your strategy is effective. And in terms of self-development, you simply cannot stand still: the sphere is constantly and rapidly developing.

First of all, you need to figure out what personal qualities you should have. After the test task and successful completion of several interviews, workdays will begin, so you need to be mentally prepared.

1. Analytical mindset

Creating and launching advertising campaigns is a third of the way. The main thing is that advertising brings results to the client, and for this it is necessary to regularly optimize campaigns. A specialist must put forward hypotheses and, by analyzing a large amount of data (from advertising accounts, analytics systems, from the client), look for their confirmation or refutation.

Based on the results of the analytics, the specialist creates a work plan for advertising accounts. Often this list consists of monotonous tasks: regrouping keywords, expanding the list of targets for the display network, excluding information links in dynamic search campaigns, and the like.

In addition, there is a pool of necessary monthly work: expand the list of negative keywords for search campaigns, exclude irrelevant negative sites in media campaigns, update banners.

3. Persistence

Sometimes in work there are situations where I have tried all possible options, but there is no result. And here the most difficult part begins: redoing, for example, a media campaign for the seventh time, looking for non-standard approaches, experimenting and at the same time trying to look critically at the work done.

4. The ability to clearly and competently express your thoughts

It is a misconception that a contextual advertising specialist does not need to communicate with people. Yes, there is less communication than Project or Sales Manager, but still a specialist needs to communicate with colleagues, technical support of advertising systems, programmers, designers, client marketers, and sometimes take part in Skype calls and meetings with clients. Therefore, you should learn to clearly formulate thoughts, write competently, and defend your position with reason.

5. Self-learning

The field of contextual advertising is developing very quickly. What seemed new two months ago is now considered commonplace. To work effectively and make the most of advertising opportunities, you need to monitor updates to advertising systems, new tools and market trends.

A specialist must quickly understand what he sees for the first time in his life: new advertising tools, analytics systems, client CRM. In this case, you will have to work with a variety of topics - solid fuel boilers, LED lamps, laser cosmetology.

6. Multitasking

There will be a lot of tasks and information. Contextual advertising brings quick results: today we launched advertising - tomorrow we already have the first statistics for analysis. Decisions need to be made quickly; the number of tasks per day grows exponentially.

If the above points are close to you or you persistently develop these qualities, feel free to move on to the next question.

An employer will be more willing to hire an applicant who, in addition to desire and sparkling eyes, has basic knowledge.

Study the theory. If you want to configure something for the first time, carefully read the help and publications on the topic. Don't trust your intuition and don't be fooled by the deceptive simplicity of the interface - one insidious checkmark in the settings can ruin the result of your work.

You can find a lot of information about PPC, the main thing is not to get lost in this stream and understand what you need. Key areas to focus on:

You can master basic knowledge on your own or in specialized courses. Let's consider both options.

1. Seminars and courses in contextual advertising

Don’t go to courses that will teach you “how to set up advertising in 5 minutes and make a million.” In contextual advertising there are no ready-made universal recipes; you always need to take into account many factors: what project you need to work with, seasonality, competitors’ offers, and so on. If you want to get a job and become a good specialist, do not chase big promises, but take a serious approach to studying the basics.

  • Netology - distance video courses;
  • WebPromoExperts - distance courses and groups in Kyiv;
  • EMPO - distance courses;
  • I-Marketing.ua - conduct courses in Kyiv, more focused on targeted advertising on social networks.

Free courses on contextual advertising are regularly conducted by the Netpeak agency in Odessa and Kharkov. In the near future we can expect courses in Kyiv. Only newcomers who are interested in working in the company can pass the selection. In order not to miss the opportunity, follow our social networks and updates on the Education Center page.

Free online courses are most often created by teams of advertising platforms:

It is also worth paying attention to free lectures for beginners from the eLama.ru service. They have well-structured basics of contextual advertising, have questions for self-testing and answers to them.

Some useful tips:

1.2. that you will receive in the courses. You must be able to apply your knowledge, understand what is used and why.

1.3. Feel free to ask questions to the teacher: showing that you didn’t understand something is not as embarrassing as then wasting your advertising budget.

1.4. Don’t expect that you will get absolutely everything you know from the courses., necessary for work, is only the basis on the basis of which you can develop further.

2. Official certificate is your best friend

Always look for information in the official reference first. If you can’t find it in the help or it’s complicated, turn to other sources.

It's easy for a newbie to get lost in the background explanations: the information is not always presented clearly, and important nuances can be hidden in notes within notes. One of the most convenient ways to learn is through videos.

If you are looking for an answer to a specific question, just enter it in the YouTube search, but always pay attention to the publication date and the authority of the lecturer.

3.1. Google has many official YouTube channels, segmented by tool and different countries. The content varies, so it's worth subscribing to them all:

3.2. Official YouTube channel from Yandex.Direct - “ Advertising technology training ».

3.3. You will find many videos on contextual advertising on the SeoPult.TV website and their YouTube channel. For beginners, the “Simply About Complex” section will be useful.

3.4. Regularly conducts free webinars on contextual advertising WebPromoExperts. You can register for new webinars on the website or watch recordings on YouTube channel. I especially recommend paying attention to the PPC Day online conferences.

3.5. In the blog video sections #ON FINGERS watch short videos with answers to specific questions.

4.1. Books are a traditional source of knowledge, but they are rarely suitable for studying contextual advertising, because during the preparation of the text for printing, the interface and tools of advertising systems may change. If you are used to learning everything new to the sound of rustling paper, I recommend paying attention to the book “Contextual Advertising That Works” by Perry Marshall and Brian Todd. Google Advertising Bible" - helps to formulate a common vision of working with contextual advertising.

You may also find Ingate eBooks helpful. In most cases, they contain well-structured information and provide expert comments.

4.2. Look for up-to-date information in specialized blogs and information sites. You can find useful resources about Internet marketing in the collection “120 Blogs on Internet Marketing

  • The most influential PPC experts according to PPC Hero.

5. Use checklists

All experienced specialists have a set of checklists in their arsenal to eliminate the human factor and not miss important details. Moreover, lists of mandatory items when setting up and optimizing advertising will be useful for beginners. A few links:

6. Where will you get help?

Look for professional communities or ask questions in the comments under thematic publications; the Netpeak blog will definitely answer you.

  • In the Google Advertising Community, you can ask questions about working with Google Ads or Analytics. Google uses various incentives to motivate community members, so you are more likely to receive a high-quality answer.
  • in the PPC-Club group they also answer questions about contextual advertising, and all answers are collected in the knowledge base.
  • on Facebook it's worth paying attention to the community "

Hello my readers!

Let's look at who he is in today's article. contextual advertising specialist ? How much can you earn by setting up contextual advertising, and where can you learn this, a specialty in contextual advertising?

Advertising is the engine of progress. This has been known since ancient times. Each of us, one way or another, has encountered various types of it, including contextual and targeted. I'm not talking about advertising products on television or radio.

To properly set up a campaign to promote goods or services, special knowledge is required. They are owned by a contextual advertising specialist. This is an excellent profession for remote work.

Using special services, he will control the entire process and monitor the work of each component of the entire campaign.

The main responsibility is to competently conduct a campaign to promote certain services, goods or an Internet resource as a whole.

A campaign is considered effective if the ads have a high conversion rate, sales increase, the number of subscribers increases, and so on.

The specialist's responsibilities include the following

Depending on the required end result, the number of responsibilities may be increased.

It’s one thing to develop a campaign to attract blog subscribers, and quite another to invite people to purchase a specialized product.

For example, lawn mowers in winter. Agree that in the second case, developing an advertising campaign and creating ads will require more ideas and time.

This profession is suitable for absolutely everyone, regardless of gender and age. But you must have certain skills for the job:

In this profession, it is very important to quickly respond to the slightest changes in the cost of displaying advertising, quickly make changes and be able to create attractive advertising texts.

Each advertising campaign is the expenditure of a certain amount, so to speak - the budget. You need to stay within budget and create a great campaign. Therefore, a specialist must have several additional skills:

  • Be attentive to various little things. Don’t rush without checking the input data for creating ads and submitting them for moderation.
  • Be diligent, as checking the effectiveness of each ad will require time, analysis and adjustments.
  • Be able to work not only with text editors, but also with other programs. For example, with spreadsheets, notes and others.

Naturally, all responsibility for conducting a successful advertising campaign falls on the specialist. How quickly the budget is spent and how good the effect will be depends on his actions.

How much does a contextual advertising specialist earn?

A specialist’s income depends on his professionalism, experience and the number of projects in his work. Therefore, there is no strictly fixed amount in this profession. Payment can be made both for the project as a whole and for the time of work on the project.

A beginner specialist can expect to earn from $200 per month when working on one project.

This profession is quite profitable, but labor-intensive and requires a creative approach. As soon as you start taking on two or more projects, your income will increase.

The important thing to consider here is the amount of time you can devote to each project. Start with one project, analyze the time spent at each stage of work, and try to minimize them.

Main clients

As I said at the very beginning, advertising is the engine of progress. Therefore, almost all commercial enterprises, educational organizations, and entrepreneurs need online advertising and specialists in its implementation. This list can be continued indefinitely.

Career

It is worth considering the fact that every year contextual advertising is increasingly in demand. Therefore, the demand for qualified specialists in this area is only increasing.

    Contextual advertising is advertising in the format of text and graphic banners or videos placed with the aim of attracting visitors to the advertiser's resource by clicking on links in the ad. The peculiarity of contextual advertising is that it should be shown to a potentially interested audience—the target one. Advertisements should be placed along with requests that are similar in topic to the advertisements. Such advertisements are usually placed on the right, or among the first ones above other query results in the search engine.

    What does a contextual advertising specialist do?

    The main task is to attract visitors to the site, which means increasing the flow of customers, sales volume and, accordingly, generating more profit. A specialist in setting up contextual advertising composes and places advertisements using the largest and most popular services designed for this purpose - Yandex.Direct and Google AdWords.

    Advantages and disadvantages

    Instead of turning to reviews from contextual advertising specialists, let’s look at the most obvious strengths and weaknesses of this area. As in any other case, the profession of a contextual advertising specialist has its advantages and disadvantages.

    Advantages:

  • Demand for these specialists.
  • There are opportunities to learn on your own.
  • Remote work is available without leaving home.
  • Employment opportunities in large companies such as Yandex.

Flaws:

  • The need for continuous development in order to be in demand as a high-level specialist.
  • High degree of responsibility due to interaction with the advertising budget, for which significant amounts can be allocated.
  • Confirmation of qualifications may require a certificate, as is done, for example, in Google Adwords.

Primary requirements

  • analytical mind;
  • initial knowledge in advertising (to distinguish such concepts as the target audience, by what principles it is suitable for the promoted products, which can affect the consumer’s choice);
  • skills in composing advertisements that can attract attention and realize the message contained in them - for example, follow a link;
  • knowledge of the basic principles of operation of contextual advertising services, which especially applies to Yandex.Direct and Google AdWords;
  • proficiency in Excel, which makes it possible to automate the setup and analysis of processes;
  • certificates confirming certification.

Even if you have the above skills, it will make sense to consider the vacancy of a contextual advertising specialist without work experience. However, when encountering this area for the first time, you may have to make a lot of effort in order to become a highly qualified specialist. There are various courses for obtaining qualifications, including free training programs for a contextual advertising specialist from both the Yandex search engine and Google.

There is a great demand for specialists in the placement of online advertising, and with the development of technology, this trend will continue to develop, which means vacancies for a contextual advertising specialist will take place in the employment market. At the same time, many companies use the services of specialists for remote work, which reduces rental costs, which means that even novice job seekers have the opportunity to consider remote vacancies for a contextual advertising specialist.

Contextual advertising specialist is engaged in the creation and implementation of advertising campaigns in Google AdWords and Yandex.Direct. The profession is suitable for those who are interested in economics, psychology and computer science (see choosing a profession based on interest in school subjects).

As a special case, a specialist in setting up and running an advertising campaign on the Yandex.Direct contextual network is called a directologist.

It has long been known that the success of any enterprise depends on the quality of its advertising. Especially, online advertising is the fastest growing type of advertising service. And for the correct and effective organization of an advertising campaign on the Internet to promote any goods and services, special knowledge is required. In conditions of fierce competition for the sales market, victory goes to those who masterfully wield the weapon of Internet technologies in an advertising campaign.

Contextual advertising is small ads in the form of a banner with text and graphics, a video or GIF with a link to the advertiser’s website. They are usually located to the right or above the search results. Ads appear as a result of user requests in any search engine (Yandex, Google, Rambler). If the user is interested in building materials, then as a result of his request, advertisements with links to websites of building materials stores will appear. This advertising method is considered one of the most effective, as it guarantees a quick return on investment. It has been verified that already in the first days after the launch of contextual advertising, the number of visits, calls, orders from users increases. For comparison: the results of search engine optimization are visible only after months.

  • search engine, which is shown as a result of a request and search in search engines or vertical search on the site when the request matches the keywords of the contextual ad;
  • thematic, which is shown as additional information on a website page from an affiliate network in the case when the topic of the advertisement coincides with the interests of users. In this case, the user does not have to enter a request.

Currently, the largest systems for placing contextual advertising are:

  • Yandex.Direct http://direct.yandex.ru/
  • Google Adwords http://adwords.google.com/
  • Runner http://www.begun.ru/

Advertising in Google AdWords covers not only Russian-speaking, but also English-speaking Internet audiences. In addition, Google AdWords is based on a more advanced interface with effective tools for monitoring and evaluating an advertising campaign. The minimum cost per click is $0.01, the minimum order is 400 rubles.

For the analysis and effectiveness of an advertising campaign, there are free special web analytics systems, such as Google Analitics, Yandex.Metrica, OpenStat, with which you can determine whether an advertising campaign is profitable and how much the investment is worth.

Features of the profession

The responsibilities of a contextual advertising specialist include:

  • planning an advertising campaign with the expectation of the most effective final result;
  • development of strategies and hypotheses;
  • discussion with the customer of possible alternative advertising directions;
  • creation of contextual advertising;
  • writing ad texts, adapting them to fills and correctly placing them in high positions;
  • calculation and selection of the starting price for one impression;
  • setting up advertisements taking into account all rules before moderation;
  • setting up analytics;
  • managing the progress of an advertising campaign and adjusting it if necessary - analyzing the effectiveness of each ad, changing texts, editing graphic materials;
  • campaign testing;
  • regular analysis and optimization of advertising campaigns;
  • sales analysis and weekly reporting.

Pros and cons of the profession

pros

Demand in the present and future, as the contextual advertising market is rapidly developing.

Creative work that broadens one's horizons, teaches creative thinking and expressive analysis.

Possibility of remote work on a flexible schedule.

Minuses

Working under time pressure

Place of work

Internet companies, advertising organizations, large companies selling their own products and services, freelance work, training courses in advertising activities. It is possible to advertise your contextual advertising services yourself: create and promote your own website, and advertise your services as a contextual advertising specialist on its pages.

Important qualities

  • Analytic mind
  • Ability to navigate a large flow of information
  • Excellent knowledge of Russian (written)
  • When working in Google AdWords - knowledge of English
  • Ability to correctly formulate thoughts and ideas
  • Carefulness when checking data
  • Perseverance
  • Perseverance
  • The ability to find non-standard solutions and defend one’s position with reasoning
  • Ability to perform monotonous and routine work
  • Responsibility
  • Ability to effectively plan time and work
  • Ability to multitask
  • Broad outlook, as you have to work with a wide variety of goods and services
  • Constant desire to learn new things
  • Communication skills
  • Agility to quickly respond to change

Professional skills:

  • knowledge of the basic principles and features of contextual advertising and the advertising business in general;
  • knowledge of ways to promote goods and services on the market;
  • the ability to analyze the activities of competing companies and take this into account when creating an advertising campaign;
  • development, planning, preparation and launch of advertising campaigns in Yandex. Direct (Search, YAN) and Google Adwords (Search, Display Network), manually through interfaces, using Excel and the management system Direct.Commander and AdWords Editor;
  • ability to optimize advertising based on conversions and ROI;
  • ability to work with remarketing, retargeting, networks;
  • knowledge and ability to work with Google Analytics, Yandex Metrica, Google Tag Manager;
  • knowledge of effective landing pages - sales and subscription pages that attract potential customers;
  • A/B testing of ads and keywords.

Training to become a Contextual Advertising Specialist

Beginners can take free lessons offered by GoogleAdwords and Yandex.Direct services.

Materials from Yandex:

  • Online training from Yandex link;
  • Certification of specialists in Yandex.Direct and Yandex.Metrica link;
  • YouTube channel https://www.youtube.com/channel/UCwdO3sXFwivyug74BIPQIVg and Blog link of Yandex advertising technologies;
  • Yandex Advertising Network Club link;
  • Club Direct link;
  • Yandex.Metrika Club https://yandex.ru/blog/metrika-club.

Materials from Google:

  • Analytics Academy link (available in Russian);
  • Google AdWords Certification link (for agency employees only);
  • YouTube channel "Google for Business" link ;
  • Google Advertiser Community https://ru.advertisercommunity.com/#.

Forums are also useful:

To become a successful specialist in contextual advertising, you need to constantly improve yourself in Internet technologies and the advertising business, find information, analyze and apply it correctly.

Salary

Salary as of September 17, 2019

Russia 20000—85000 ₽

Moscow 30000—120000 ₽

The salary of a contextual advertising specialist depends on the level of professionalism, work experience and the number of projects on which he can work simultaneously. A novice specialist, when working on one project, can count on an income of 30,000-40,000 rubles. With the growth of professionalism and the development of new tricks for promoting goods and services on the Internet, a specialist learns to minimize labor and time costs for a project, thereby increasing the number of projects in work. It is quite possible to conduct 5-6 projects simultaneously.

Career steps and prospects

The field of contextual advertising is developing rapidly, and accordingly, the demand for specialists in this field is growing. Anyone who strives for career growth can standardly grow vertically - to a senior specialist and project manager in the future, if we are talking about working in an Internet company. But in general, the profession of a contextual advertising specialist is an excellent start for growing into a profession.

A useful book for a contextual advertising specialist:

Features of contextual advertising

Contextual advertising uses auction pricing, which means advertisers indirectly bid on the keywords for which their ads appear. Ads with the highest bid per click are shown first. In other words, the more an advertiser pays for a visit to his site, the higher the position his ads will occupy.

Greetings to all readers and visitors of the blog! Today I will talk about who a contextual advertising specialist is, what is included in his competence, how to become one and what skills are needed for this profession. I would like to make a reservation right away that the specialty requires a fairly serious level of knowledge, so if you want to try your hand at making money in this area, then be prepared for the fact that you will have to sift through a lot of literature, watch videos and attend various trainings and courses.

A contextual advertising specialist is a person who is able to competently organize an advertising campaign on the Internet in order to promote certain services to the people or introduce the brand to the largest possible audience. His responsibilities include the following:

  • development of an advertising campaign strategy;
  • creation of the advertisement itself;
  • setting up advertisements and placing them;
  • further monitoring of the campaign, assessing its effectiveness, introducing
  • additions and improvements.

A little history

This profession is considered relatively young, since it appeared with the development of the Internet and doing business on it. The ads created were directly related to the context of the page where they were placed, hence the name “contextual advertising.” Now this method of attracting customers has been abandoned, and now advertising is shown depending on what each specific user is interested in.

Surely you have noticed that while surfing the sites you saw an advertisement and thought: “Oh, I was just recently looking for this on the Internet!” So, friends, this is the result of the work of a contextual advertising specialist. Search engines track your queries and then show you ads that are closest in spirit to what you need.

What will you need?

What should a contextual advertising specialist be able to do? First, let's talk about personality traits. They play a decisive role, pushing into the background all the skills and knowledge acquired as a result of training.

1. Analytical mindset

It is necessary to be able to conduct an in-depth analysis of an incredibly large amount of information, confirm or refute theses, and put forward hypotheses in order to ultimately be able to create the right advertising campaign that will greatly increase the client’s profits.

2. Patience

How to become a specialist? You need to have patience. Not even patience, but the ability to adapt to monotonous work. The specialist will have to constantly group keywords, expand the database, monitor market fluctuations and user demand. Periodically, you need to monitor search campaign updates, select and exclude sites (where advertising is placed) from which there is no traffic, update banners, and much more.


3. Ability to experiment

If the client didn’t like your first option, you need to make a second one. If the second one doesn’t work either, then you can tune in to a different wavelength and safely carry out experiments, the meaning of which should still be subject to a certain logic. It is also important to be able to critically evaluate your own work. Think: “Would I fall for such advertising?”

4. Ability to express thoughts clearly

You need to be able to defend your position and competently use arguments. Communication skills will be useful for faster and clearer communication with colleagues - marketers, designers, programmers and others. The ability to multitask, in my opinion, is the most important quality.

To work, you will have to study in detail at least two services - Yandex.Direct and Google Adwords. These platforms help webmasters place advertisements and earn money from it, and advertisers effectively and profitably advertise their services and products.

How to master a profession?

You can become a contextual advertising specialist remotely by signing up for courses, or find relevant training in your city. The profession is rapidly gaining popularity, so the search will not be any problems. If you are just thinking and wondering whether this type of income is suitable for you, then, firstly, read below about possible earnings, and secondly, sign up for free courses, of which there are a huge number on the Internet. There, of course, they won’t really teach you anything (free cheese is only in a mousetrap, let’s remember that) and you will leave without work experience, but they will give you a rough idea of ​​what you have to do.

It would also be a good idea to study the instructions provided by the sites themselves. Yandex.Direct and Google have them in the corresponding help and help sections.

How much can you earn?


There is no limit to the earnings of a qualified specialist. Seriously. You can organize several companies and ensure yourself a constant high income simply by maintaining advertising and updating it on time. This is, in principle, how advertisers live, promoting serious brands that are on everyone’s lips (Coca Cola, Adidas, Apple and others). And it’s not hard to imagine how much these people earn. In general, a specialist receives from 25 thousand rubles a month and more (depending on the success of the advertisement).

I hope that now you have an impression of what this profession is and how to master it. With this I want to say goodbye and remind you that there is still a lot of interesting and very useful things ahead of us, so subscribe to blog updates so you don’t miss anything!

PS: Interesting facts - how to become successful

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