What is contextual advertising and how. Contextual advertising as a tool for mass involvement of the target audience. Number of ad clicks

One of the most effective types advertising - contextual. Thus, according to Yandex, the volume of this market annually increases by 40%, the client response to search ads reaches 5%, while in media and banner advertising this figure does not exceed 0.5% on average. For achievement good effect you need to know the rules for using contextual advertising and follow the technology of its use. Let's talk about them.

Kirill Samoshonkov,

CEO, Novatika, Moscow

In this article you will read:

Effective contextual advertising can seriously improve the state of affairs of any company. Online advertising platforms offer several placement options - text ads, media contextual ads (text and banner) and just display banners. Most experts rightly believe that media and media-contextual banners are more suitable for image campaigns (they work on visual memory and are an analogy to traditional advertising: the client saw and, even if he did not go to the site, remembered you), and it is better to advertise goods and services use text ads - effective contextual advertising.

contextual advertising- ads with search results that are shown in the most prominent places on the web page. Usually this is the top left corner (the first one to four links) and the right margin. Main sites (more than 90% of the volume context placement), as you might guess, coincide with popular search engines - Yandex, Google, Rambler, and services for advertisers are called Yandex.Direct, Google.Adword and Begun, respectively.

The principle of contextual advertising lies in its very name: advertisers' ads are shown when they match the keywords in the user's query contextually. So, ads about the installation of plastic windows will be shown at the request "installation of double-glazed windows" or " plastic windows prices", and the ad "40% discount on LG vacuum cleaners" will appear on the request "buy a vacuum cleaner" and "promotions on household appliances L.G."

How effective is contextual advertising?

Due to hitting the target audience directly, only to those users who are looking for information about a particular product or service on the Internet, effective contextual advertising has a very high response and is considered one of best tools promotion. Therefore, it is very popular: millions of advertising campaigns a year are held on the main Internet sites. The advantages of contextual advertising is that it is available (promotion on the Internet through the context can be started when minimum budget) and the fact that the client himself can regulate the intensity of promotion in accordance with specific tasks.

The main task of contextual ads is to get a potential client to click on your ad and go to the site. A very good example of contextual advertising is when the share of customers who have gone to the company's website reaches 5-7% total number who saw a contextual ad. Although in our practice there are examples when this share reached 30%.

Caution won't hurt

Despite the apparent simplicity, this method of promotion requires the advertiser to be very serious about himself, knowledge of the theory and performance management tools. Moreover, now the field of Internet technologies is in a stage of rapid development and it will be difficult for a non-professional to track the latest innovations for competent promotion on the network. Therefore, within the framework of large campaigns in highly competitive markets, planners, writers, and analysts are involved in the development of contextual advertising.

If the resources to complete the task are limited and do not allow using the services of promotion specialists, you need to prepare as much as possible to independently conquer the heights of the context. At least in order not to waste the company's annual advertising budget in just a week due to ignorance of the specifics of the tool.

For those who decide on their own, without the help of intermediaries and advertising agencies(and there are already more than 2,000 of them in Runet) launch a contextual advertising campaign, now there are a huge number of tips in the form of detailed and intelligible instructions on the websites of context providers, and you can also find tips from professionals in this market on the network.

Designed for everyone

Almost any business, even the most niche one, will find its customers through the context. Whether you work in the b2c or b2b market, there is no difference. If there are buyers of your goods and services online, then one of the shortest ways to reach them is contextual advertising. There is such a flexible modern toolkit that allows you to find your client, even if there are very few of them on the Internet.

For example, one of our clients is a manufacturer of mobile and prefabricated concrete plants. It is clear that there are few buyers of his goods, but the settings that the sites provide allow you to bring a stable number of target consumers to the client’s website. Moreover, the budget of the advertising campaign remains low, and the results are effective.

Site selection

As I said before, today there are three main providers of contextual advertising - Yandex.Direct, Google.Adword and Begun. The audience is more or less balanced everywhere, the difference is only in the nuances. It is believed that the Google site was chosen by the younger generation with a technical bias, Yandex is used by people of the middle generation, and the older generation prefers Rambler.

In addition, advertising opportunities are being actively developed in in social networks VKontakte and Facebook. The undoubted advantage of social media is the approach to audience coverage. If the advantage of contextual advertising is that customers are identified by their queries that they enter in the search bar, then here, thanks to the personal data voluntarily provided by the participants, it is possible to target ads by gender, age, marital status, position, interests and many other parameters up to the used mobile operator.

Hello dear friends. Today we will talk about contextual advertising in the form of a review.

From the article you will learn what is contextual advertising, its types, advantages and disadvantages, what is its cost and effectiveness - let's look at real examples.

The material below will help you understand the features of contextual advertising and visually see how it is placed on the Internet.

1. What is contextual advertising and what is its peculiarity

If you are an active Internet user, then most likely you have seen such ads in search results and on different sites. Increasingly, marketers and entrepreneurs are using it to promote products and services.

2. Types of contextual advertising

2.1. Search advertising

Appears after a person clicks the “search” button by entering their query in the search bar.

For example, "plastic windows in Moscow":

2.2. Thematic advertising

These ads can be either similar in subject matter (close to the context of the page) or different from it.

If it is disabled, then only ads corresponding to its content will be shown on the site.

(The figure shows the correspondence between the content of the site and the advertisement)

If behavioral targeting is enabled, then the site visitor will see those ads, the topics of which he requested earlier in the search engine.

For example, on a website about recipes camera announcements will be broadcast if the person recently searched the network where to buy a camera.

3. Dynamics of the contextual advertising market

Over the past 5 years, this market has been growing at a gigantic pace and ranges from 10% to 60% per year. In monetary terms, the account goes to tens of billions of rubles.

Companies that used to spend their advertising budgets on TV are moving to the Internet. Banners, SEO articles, teaser ads have become popular tools for attracting customers online.

But here, too, the alignment of forces has changed towards the use of contextual advertising, and this is due to its obvious benefits, which I will talk about next.

The figure below shows the ratio of two popular species advertising in 2014-2015:

4. Leaders of the contextual advertising market in 2015

I am index- Yandex.Direct system
G o o g l e- system Google Adwords
Rambler- Begun system

Google and Yandex are now noticeably ahead of Begun due to their popularity and efficiency.

Possessing a number of features and advantages, contextual advertising today allows thousands of people to run their business from anywhere in the world, working in those markets that are geographically distant from the entrepreneur himself.

For example, you can be located in Novosibirsk and at the same time sell cement in Moscow, while earning money based on Moscow prices.

5. What are the advantages and disadvantages of contextual advertising

The benefits of its use are obvious both for advertisers and for ordinary Internet users who are looking for goods and services here.

Let's analyze them in more detail.

Benefits of contextual advertising:

Accurate hit on the target visitor. The user himself searches for those goods and services that are shown in ads (this is beneficial for both advertisers and visitors to search engines);
Quick return on ads. You launch an advertising campaign and within a few hours you receive the first applications (sales);
Minimum advertising budget. You can start advertising with a budget of 300 rubles. Contextual advertising can be used both separately, by increasing the amount of funds for it, and in combination with other tools (banners, seo-articles, teaser advertising);
Flexibility in setting up an advertising campaign. The big advantage here is the flexibility to customize ads based on your budget, geography, time of day and other parameters to achieve maximum effect;
Powerful analytics. After conducting an advertising campaign, you will have all the necessary data on its effectiveness and will be able to “tweak” any settings in order to get better results in the future;
Relevance (correspondence) to the interests of the user. As they say, you wanted to party - here you go! :) We were looking for an iPhone, you will only see ads with iPhones. Thinking of building a house and want to compare brick prices? No problem! Contextual advertising will help you navigate the huge number of proposals on this topic;
Convenient format of perception. No pop-ups, annoying sounds and flashing pictures in full screen! Neat, pleasant to read, short advertisements - all this makes this type of advertising both effective and unobtrusive;
Informativeness. Despite their compact size, contextual ads have all the necessary components to convey the necessary information: a picture (icon), the main semantic heading, an explanation, and a link leading to the advertiser's website.

However, they are not so significant compared to the benefits of its use.

Disadvantages of contextual advertising:

Short duration of action. The quick effect of such advertising does not last long, all the time it is required to replenish the advertising budget and adjust the settings of the advertising campaign. This is especially noticeable in comparison with SEO promotion, which allows you to provide a stable flow of traffic over time;
Danger of budget overruns if configured incorrectly. If you set up your advertising campaign incorrectly, then the probability of losing money will be very high. For example, if you sell cell phones online and it costs you $500 to acquire one customer and your profit is $2,000 - $3,000, then this type of advertising is a good investment. But if the cost of a click is unreasonably high due to an incorrect setting of an advertising campaign, one client can cost you 3,000 thousand rubles or more, which will eat up all your profits;
Uselessness of use in some areas of business. Contextual advertising is a good marketing tool on the Internet, but sometimes even it turns out to be useless. There are niches in business where such advertising will not work. These are large grocery chains, oil and gas monopolies, as well as all other business areas where customers buy goods or services based on recommendations or look for them exclusively offline.

How to use the advantages and deal with the disadvantages of contextual advertising

When you have little experience in launching contextual advertising, you do not feel confident or just want to try running a campaign on your own, we suggest using contextual advertising automation services without fail.

They will help you avoid mistakes in setting up campaigns, eliminate cost overruns, and allow you to use the maximum potential of this type of attraction. Such services can practically replace a professional contextual advertising agency, and for free.

6. What determines the cost of contextual advertising

One of the most important indicators when using contextual advertising is the cost per click.

Cost per click is directly affected by:

A niche in which contextual advertising is placed. For example, traditionally expensive and competitive niches are: business, finance, medicine, construction. In these topics, the cost per click can be from 10 to 1,500 rubles ( 25 $ ). Niches with lower competition are: hobbies, entertainment, cheap goods (consumer goods) with an average price per unit of goods from 100 to 1,000 rubles. Please note that contextual ads in a particular niche are shown according to auction principle. That is, whoever paid more for their ad will be promoted by the search engine to the most clickable (effective places). The cost of contextual advertising in this case is the sum of the total cost for all clicks of your advertising budget;
How to set up an advertising campaign. Usually contextual advertising systems, when creating an advertising campaign, by default offer you to use the strategy “maximum efficiency” . This means that your ads will appear in the most expensive places in the SERPs and appear where they are most likely to be clicked on. Accordingly, the cost of a click will be at the same time maximum. This is not always justified, since for the same money you can get more clicks by simply optimizing the advertising campaign settings when creating it. To reduce the cost of a click, you need to know how to properly set up contextual advertising. Then in any, even the most expensive niche, you will be able to receive clicks to your site at the lowest possible price. At the same time, the quality and volume of traffic will be preserved.

In order to find out the cost per click for various key queries for Yandex, I recommend using the service. Here you can “break through” any key request and find out the level of competition from it, average price per click, the cost of guaranteed impressions, the price of admission to special accommodation and much more.

Yandex also has its own tool for estimating the monthly budget of a future advertising campaign, which is called " Budget Forecast"

If you want to get the most out of your advertising budget, but don't have enough knowledge and experience, contact a professional director.

So today the demanded profession of a specialist in contextual advertising is called.

This term was based on the name of the advertising network - Yandex Direct, since the majority of entrepreneurs (advertisers) in Runet launch their campaigns through this network.

To find such a specialist, you can go to the site of remote employees fl.ru. Dozens of contextual advertising specialists hang out here.

But, you should not rush to choose and you need to know what criteria such a specialist must meet.

How to find a good directologist - 3 important criteria

Criterion 1. Has completed projects with confirmed quantitative results

It is very good if you cooperate with a contextual advertising specialist who has positive reviews and successfully completed cases detailed calculations in numbers.

Criterion 2. Understands key business processes in your niche

The broader the horizons of the specialist with whom you plan to work, the better. Tell him about your business and look at his level of erudition.

After all, this person will be engaged in a very important component of your project - attracting customers.

Now your director is the engine of trade in your business!

Criterion 3. Works with you to develop an advertising campaign strategy

Let your specialist tell you how much advertising budget he plans to spend and how many leads (clicks on ads) he will receive according to his forecasts.

Ideally, the search for a director begins with acquaintances who have already profited from his quality work.

If you yourself become a good specialist by setting up contextual advertising, then at least you will be able to sell your goods and services with high profits, as well as provide assistance to other entrepreneurs (companies) in this for a fee.

8. Conclusion

This concludes our review and now you know what contextual advertising is, what types it is divided into, what features and advantages it has.

What is a franchise in simple words — full review concepts for beginners + real examples starting a franchise business

In this section, you will learn everything that contextual advertising is, what it is intended for, how it works and what types it comes in. We will also analyze popular services for working with such advertising, learn how to create effective advertising campaigns on the Internet, and much more.

- This is a text or image ad that is broadcast in the search results or on the pages of some sites. The ads themselves are in the context of the pages. Hence the name " contextual”.

There are two main types of contextual advertising on the Internet:

— is broadcast only in search results. Hence the name. For example, when a person enters a query into the search box, then after that he is provided with numerous answers. Among all these responses, the advertisement itself is broadcast.

But there are also free methods to show up in search results. If you are interested, I recommend that you look into the section. There are many cool cases and lessons on search engine promotion.

Thematic advertising- These are ads that are shown only on the pages of sites. You have probably already noticed blocks of contextual advertising on websites. Since advertising places are limited in the search, here the sites appear in the form extra bed under advertising.

The principle of operation of such advertising on the Internet

This is usually needed by online store owners, webmasters, marketers and others who run a business. In order for a person to learn about their product or service, you need to show your ad to this user. How can I do that?

And you can do this by contacting various contextual advertising systems. But the largest of them will be the search engines. In them, people create and customize their advertising campaigns for a certain circle of people. After that, such advertising begins to be broadcast in the search results.

Examples of contextual advertising on the Internet

Suppose a person needs to find something on the Internet. To do this, he enters the search engine and drives into the line what he needs to find. Let's say a person is interested in the question, how to learn English? He drives this query into the search bar and presses the button “ Find”.

There, advertisements will be broadcast to the user with different answers. Such advertising is issued in accordance with the context that the user is looking for.

The figure shows (click to enlarge) where contextual advertising is placed on the Internet. These are the first three ads above the search results. Such a block is called a special placement.

In addition, similar search ads are displayed on the right side of the site. This part is called the right ad unit. Here ads are also divided by title. Note that the first four advertisements are called Guaranteed Impressions. Anything below these four ads is called a dynamic display.

It also often happens when search ads are shown at the very end of the search results, that is, almost at the bottom of the page. Also note that these ads are broadcast within a specific region. If you need to show ads for the region you need, then you can go to " Region' and change it.

Benefits of contextual advertising

Let's look at the main . In fact, there are quite a few of them. However, we will not list everything, but will only touch on the most necessary:

You can control your budget. For example, if your advertising budget is only 10,000 rubles, then you can easily create an advertising campaign that will fit your budget.

Thus, you can increase the traffic flow or decrease it. This allows you to adjust the cost of contextual advertising.

You can see all the movement absolutely transparently Money in search advertising. Thus, you will completely eliminate such a question: “ Where is my money going?". You will clearly see where every cent of your budget has been spent.

With the help of contextual advertising, you can get absolutely fast results. Today you can set up contextual advertising, and tomorrow or even today it will be possible to get the first sales or orders from customers. If we are talking about a subscription page, then you can quickly collect your first subscribers.

Ads will only be broadcast to your target audience. This feature increases the effectiveness of advertising. However, it should be said that a lot depends on how you set up the advertising campaign itself.

This type can be quickly mastered.

The best contextual advertising services

There are two most popular contextual advertising services. These are Yandex Direct and Google Adwords. There are also other services, but they are not as popular and are not used as often.

One of the advantages over Google Adwords is a well-organized support service. If you have any questions, you can easily contact such a service. There, professionals from Yandex will definitely help you figure it out. They don't have any delays. Everything goes well and quickly.

Loyal attitude to many projects that, for example, Google Adwords will not be able to miss. The Yandex Advertising Network skips many projects, which is very good for us.

More than 60% of our users use the Yandex search engine. Moreover, this population is the most solvent. Google is mostly dominated by techies looking for technical information.

These are not empty words. A special study was conducted, as a result of which such a conclusion was formed.

Yandex has its own partner network. Your contextual advertising in Yandex can be shown not only in search results, but also in this affiliate network. Most likely, you have noticed this network.

For example, when you visit a site, you can see special ad blocks from Yandex.

Moreover, the ads are broadcast exactly those that should interest you. Special algorithms read your behavior on the Internet. For example, what are you looking for. Based on this data, these contextual ads will be broadcast to you.

So the best way to increase sales is contextual advertising. She has always been and always will be the best way because it's cheap (small cost) It's fast and anyone can do it. In this section, you can learn more about useful tips (they go below) related to contextual advertising on the Internet. Here you can find answers to many questions on this topic.
20.10.2014

Let's say our citizen X decided to buy a double boiler. He enters, for example, the Yandex search engine and enters “I will buy a double boiler” in the search line. And, lo and behold, your ad for the sale of the most best steamers, he clicks on it, goes to your site and makes a purchase. This, of course, is an ideal option, but what prevents you from making advertising your product as effective?

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

Today, the ability to place contextual ads is provided by three major search engines: I am index- system , G Google- , Rambler- Begun system.

Let's take a look at the example of Yandex.Direct, what is contextual advertising. Given that the basic principles of contextual advertising are the same in all systems, with the exception of some nuances and technical subtleties.

What does contextual advertising look like?

Let's go back to our example: citizen X wants to find a store where he can buy a steamer. In his search, he turned to the most popular search engine, Yandex. I entered the query "buy a good double boiler" - I got the result: a list of proposed sites with descriptions.

Contextual search ads on search results pages can be placed in several areas of the page:

Special accommodation - up to three ads at the top of the page, directly above the search results. This is one of the most profitable positions, as the user will see your ad one of the first.
Guaranteed Impressions - up to four ads located to the right of the search results. This position is less profitable than Special Placement, but since the price of admission to Guaranteed Impressions is significantly lower than Special Placement, many advertisers are happy to place their ads here.
Dynamic Impressions - ads located under guaranteed impressions (up to five). They are displayed periodically, alternating with each other. Even if the advertising campaign has limited budget and ads cannot be placed in Special Placement or Guaranteed Impressions, Dynamic Impressions show good result. And also this good decision to generate traffic, for example, for a news portal.

Thematic contextual ads are displayed on the pages of sites included in the Yandex Advertising Network if the subject matter of the ad matches the user's interests. Thematic ads are shown as Additional Information to the content of the pages that the user is viewing. She is in the sphere of his attention. For example, in advertising network Yandex includes sites such as mail.ru, livejournal.ru, odnoklassniki.ru and many others, a huge amount of resources on a variety of topics (auto, real estate, education, business and finance, leisure and entertainment, etc.).

Goals and effectiveness of contextual advertising.

sales increase,
carrying out an advertising campaign,
traffic maximization,
launching a new product or service on the market,
increasing knowledge about the brand (brand).

Contextual advertising on the Internet, like no other, allows not only to control the budget expenditure and determine exactly what, how and when the invested money was spent, but also to promptly make the necessary changes.

Creating each ad, the advertiser directly focuses on the search queries of users. Ideally, for each such request (for example: "refrigerators", " good refrigerators”, “I will buy a refrigerator”, etc.) you need to create a unique ad that will exactly meet the requirements of a potential buyer.

Example:

Query: "green refrigerator"

Ad: Smeg colored refrigerators
Smeg green refrigerators. From official dealer. Delivery tomorrow!

Each day of the advertising campaign is taken into account in detailed statistics, which can be received as often as you like. You can find out how many users saw your ad today, and how many clicked on it to your site. It is important that you pay only when your ad is clicked (go to the site) and money is not withdrawn for its impressions. So, in the Yandex.Direct system, the minimum cost per click is only 30 kopecks. You can set the price yourself, since in all three contextual advertising systems there is a kind of auction - if you want your ad to be shown in the most advantageous position - raise the rate that you are willing to pay for each transition (click) on it.

But not only the size of the rate determines the position of your ad among all the others. Investments in contextual advertising can be significantly reduced if you make it as effective as possible. There are many possibilities and tools for this. Here are just a few of them:

First, the ad itself. It should clearly reflect the user's request, that is, be as relevant as possible to this request (in other words, "relevant"). This is how the click through rate of an ad, or its CTR (Click Through Rate) is determined. This is the ratio of the number of clicks on an ad to the number of impressions, measured as a percentage. For example, if an ad was shown 1000 times and 200 users clicked on it, then the CTR for that ad is 20%. The higher the CTR, the more the ad matches the query and the lower the entry price for Guaranteed Impressions or Special Placement will be for you.
Targetings:
- Time targeting allows you to set your ads to show only during the hours your business is open. For example, if orders in your company are accepted from Monday to Friday, from 9 am to 6 pm, then there is simply no point in running ads during other hours.
- Geographic targeting allows you to customize the display of ads in a particular country, region or city. It is extremely useful for advertisers whose audience is the whole of Russia.
- Behavioral targeting takes into account the interests of users and allows you to display ads on Yandex partner sites based on the interests of users.
Post-click analysis. With counters Google statistics Analytics and Yandex.Metrica allow you to analyze the effectiveness of an advertising campaign.

It is worth noting that all these settings also depend on the goal pursued by the advertiser, and it is impossible to reduce all contextual advertising campaigns to one rule about the ideal ad and its parameters. That is why you need to contact a specialized agency that has sufficient experience in placing online advertising.

search advertising- shown on the search results pages after the user has entered any query that is relevant to the topic of your ad,
thematic advertising- shown on the pages of those resources, the subject of which is similar to the subject of your ad,
behavioral advertising- is shown on the pages of those users who were interested in this topic, for example, they entered queries similar to your topic in a search engine.

Some terminology:

CPC model - pay per click
CPM model - pay per 1000 impressions

Keywords and matching

Broad matchMen's Shorts" will be shown for queries containing all variants of words, synonyms and individual words. That is, they will be shown even for the query "polka dot shorts".
Modified Broad Match. Ad with keyword " Shorts + men's" will be shown for queries containing all variants of the word male, i.e. will not be shown for the query "polka dot shorts".
Phrase match. Ad with keyword " "Men's Shorts"" will be shown for queries containing both of these words and in that order, it will be shown if there are additional words before or after this phrase. It will not be shown for the query "shorts for men" or "men's shorts".
Exact match. Ad with keyword " [Men's Shorts]" will be shown for queries containing both of these words and in that order, and there are no additional words before and after the phrase.
Minus matching. Ad with keyword " Men's shorts - pattern - photo" queries like "shorts pattern" will be excluded.
Indirect match. Ad with keyword " Men's shorts -[shorts] -[shorts]" Exclusion from the query of some word forms. "Men in shorts" will be excluded

How it works?

You are contacting a contextual advertising operator, for example, Yandex.Direct , Google.AdWords , Begun , Tak and others "marketgid.com", "adriver.ru", "thisclick.network", "hghit.com", "onedmp.com", "acint.net", "yadro.ru", "tovarro.com", "marketgid" .com", "rtb.com", "adx1.com", "directadvert.ru", "rambler.ru". Fill out a special form, where you specify the title of the ad, its content, the cost per click and the row additional options: where to show, when, to whom. Then you put a certain amount into your account in this service through payment systems or a bank card.

Your ad then starts showing on pages that are relevant to your ad's keywords. And for each click (transition) on your ad, the amount that you specified during registration is debited from your account. The higher the amount you enter, the more sites will display your advertisement. The more enticing your ad is and the more people click on it, the less money your ad will be shown.

Website favicon - how to make it?

Some ads have a small icon in front of the text. It would seem - a trifle, but! Ads containing a small icon in front of the text have a CTR (click-through rate) 2-3 times higher than those without. In order for a small icon to appear in front of your ad, you need to make a favicon.ico - a thumbnail of your site.

"Special accommodation" and "guarantee" - what is what?

Guarantee- this is the placement of the ad to the right of the main text. The guarantee is always much cheaper, but the click-through rate on these ads is much lower. Click-through rate (CTR) for ads in special placement can reach up to 100%

Advantages and disadvantages of contextual advertising

Advantages:

Speed. Once you have registered your ad and deposited money, your ad will start showing. You get instant results.
recoil. Contextual advertising attracts targeted visitors, i.e. those who are looking for your product or service.

Flaws:

High price. You have to pay for everyone who clicks on your link. Moreover, the declared cost of a click determines how your ad will be among others. The more competition, the more you have to pay for each visitor.
The fragility of the result. As soon as you stop paying for contextual advertising, targeted visitors immediately stop coming to you. What can not be said about investments in search engine optimization.

How to choose the price of a contextual ad?

Type in search engine keyword your ad and see how many ads for that keyword already exist. If there are few ads, then the price should be set to the minimum. The more ads, the higher the cost per click.

The position of the ad (first or last) depends not only on the price, but also on the CTR (click-through rate). This indicator is calculated as the ratio of how many people saw your ad to how many people clicked on it. So, if out of 100 people who saw it, 20 clicked, then the CTR is 20%. The higher the CTR, the higher the ad is. In order to save on money, you need to correctly compose an ad. I recommend that you create several ads and see their click-through rate for a few days, after that, leave the most effective ones.

5 most common PPC mistakes

Very few keywords used. Ads are shown for the most obvious, at the same time the most competitive words. Moreover, the most common words, extra words are not "minus" (it's good if autofocus is enabled in Yandex.Direct).
What is the result? The client overpays, fights for common words with low return, at the same time, the “delicious” words, for which the “hottest” clients come, remain out of his field of vision. A common result is low return on advertising, frustration and abandonment of the most effective tool.
The second common mistake is one ad for all campaign keywords. Both “ordering a bus”, and “bus for delivering people to the office”, and “bus with air conditioning” show an ad:
Bus order from 750 rubles per hour
from 4 hours without delay. From 8 h discount!
Address and phone

But it is quite clear that those who are looking for a bus with air conditioning, it is the air conditioner that primarily worries. Compare:

Air-conditioned bus from 750 rubles/h
Coolness and comfort. Call!
Address and phone

Which ad will get the most attention?
The third mistake done and forgotten. There are no perfect campaigns. Compiling each campaign, separate options and moves are used. To make the campaign as effective as possible, its results must be evaluated and refined: vary ads, keywords. Even if the campaign was created by a genius, over time the picture in the search changes. The actions of competitors are changing, the priorities of customers are changing. Therefore, the campaign cannot simply be launched and forgotten.
Analysis of queries, search for transactional and non-competitive target queries, sharpening ads for each keyword, further analysis and adjustment of the campaign, reaction to competitors' actions take time; but it's worth it, because the efficiency increases many times over.

In the event that you do not have this time, our specialists will come to the rescue. And even if you have time, use it for something that only you can do - and entrust the development and management of campaigns to specialists.
The following error does not directly relate to a campaign on Yandex or Begun, but it greatly affects the results of advertising: the web page your ad leads to(the so-called "landing" page).
Usually this page is used main page site. Sometimes it's justified, but most of the time it's not.

On the landing page, a visitor who came through an advertisement should immediately find what he was looking for and for which he clicked on the ad. Looking for HTC Desire? Should find this phone, not a directory link. Looking for a dry cleaner? Must immediately find the address, directions and telephone.

Look right now at the page where your ads lead to:
- is it easy to do to the visitor what you want from him - to call, write, order?
- does she stick? We in Russia are sensitive to aesthetics, and even a sloppy site can ruin all the results of an advertising campaign;
- Is there a rational justification why the purchase should be made from you?
Don't be discouraged if you find problems that kill the campaign. From experience, we can say that on a rare site, even a beautiful one, there are pages that are able to perform well the tasks of receiving visitors through advertising.

That is why the “Advertising Page” service appeared: development of a landing web page with a well-built design and selling text; this page allows you to increase the results of an advertising campaign by several times. Try to adapt the page to accept advertising yourself, and if it doesn’t work out, contact us.
And the last, simply fatal and most offensive mistake. No matter how brilliant the advertising campaign is, no matter how sharp the advertising page is, everything can kill the “last mile”.
Who takes the call from the client? How fast? How exactly? How polite? The experience of our calls shows: 70% of offices answer imperfectly, 30-35% so that not only to order, you don’t want to call anymore.

We make such calls regularly, this is included in the package of support for advertising campaigns. And you? When was the last time you trusted a manager?

When contextual advertising is not useful

the product is fundamentally new, they do not know about it and do not look for it; moreover, do not look for other goods/services that satisfy the same need;
margin (yield) is less than 30 rubles and resale is unlikely;
sales are made in a region that is not geotargeted (does your region have geotargeting? Check this list);
the sale of goods is illegal or not provided with proper licenses and certificates;
You sell goods remotely and there is no registered individual entrepreneur or legal entity(according to the Law on advertising on the site, you must specify the OGRN; But you can always agree with someone ;-)).

How to raise CTR in Yandex Direct and Google Adwords

In this article, we will not talk about the conversion of an advertising channel, which depends not only on the advertising campaign and the quality of traffic, but also on the site itself, but we will talk about the most important indicator of an advertising campaign - CTR.

If the CTR is high, then the offer is interesting and brings the target audience. Otherwise, the ad is seen by the wrong audience, or the bids are too low and the ad does not reach the user's field of view, choosing an offer with a higher position.

In addition, the higher the CTR, the lower the cost of a click (transfer) from a search engine for you. A high CTR also increases the Quality Score of your ads. It allows you to receive clicks for the same queries as competitors, but at a better price.

Pick only most relevant keywords that will bring the most interested audience. For example, the request " Stretch ceiling” does not indicate that the user is interested in buying. In addition, this request is high-frequency and will help you get rid of the lion's share of the advertising budget.
Do not bet on high-frequency queries. It is better to leave them for a snack when the advertising campaign starts to pay off. Add “buy”, “price”, “order” to this request and get the highest quality traffic.
When selecting key phrases, you need more specifics, immediately cut off requests indirectly related to your business. For example, if you are engaged in the evacuation of cars, then by the key "Evacuation", your ad may appear for the queries "Evacuation of the population", "Evacuation rules". Don't make such big mistakes.
Use multi-word phrases! Three, four or five words in a keyword is great, the more words in the keyword, the more relevant the ad text and title will be.
Let these phrases be low frequency, but there will be many of them and the cost per click will be low.
Add as many negative words as possible.
If this is not done, then any of your keywords with additional words in the request (photo, download, free, reviews, characteristics) will cause the ad to be displayed. I think you don't want to pay for such users.
Do not forget about word forms and synonyms, they can be different parts speeches and there will be completely different quantitative and qualitative indicators for them: cheap - cheap, installation - installation, price - cost.
The use of specialized programs to search for keywords is not forbidden, but always manually check the semantic core, because requests with typos and transliteration can get into it.
When creating ads use keyword in title and text.
Search engines allocate in bold Exact match of search query and ad text. The ad becomes more visible and attractive.
Include information about promotions in the ad text, special offers and discounts, but a discount below 20% - does not work well for search ads.
Add price in the text or title of the ad. It will help the user to instantly decide whether he is interested in such an offer or not, in extreme cases, you will save the budget if the price is too high for the user.
Don't include your company name in the title and body of your ad unless it's famous brand well established in the region. It is better to spend symbols on a call to action.
try use advanced settings, at least additional links, only they can increase the CTR by 20% - 30%
Google also provides the widest choice of settings. For example, phone numbers, reviews, addresses.
Don't be afraid to experiment! Test various texts, try non-standard approaches to writing them, it will help you find best option and better understand what motivates users.