Contextual advertising example of placement. Internet advertising systems. An example of contextual advertising ads in Google, Yandex

Since in this material we will cover the basics of contextual advertising - for your convenience, we divided it into main points.

What is contextual advertising?

Contextual advertising is a type of advertising on the Internet, which is a text or image ad and is shown depending on the request (context) of the user. The advertiser himself chooses for which requests and on which sites the advertisement of his site will be shown. There are two main types of contextual advertising: thematic and search.

This post from the editors of IM will help you understand the basic concepts of contextual advertising, make it clear what contextual advertising is, how it looks and works, as well as what systems and services are most often used to run advertising on the Internet.

search engine

Search contextual advertising will be shown to the user if his request matches those specified by the advertiser in the settings of his company. The main advantages of this type of advertising is that the user himself shows interest in a particular product and writes about it in the search bar, we just have to say (using advertising) what we offer this species product.

This ad works on all major search engines. Yandex, Google, Rambler, Mail, Bing, Yahoo, Badoo and others. At the same time, the algorithm for displaying advertisements for each individual system may differ, as, for example, in the case of Yandex and Google. And such a search engine as Badoo (the Chinese analogue of Google) is partly closed altogether, since it is possible to place ads there only while in China.

Thematic

Thematic contextual advertising will be shown to users on sites that participate in affiliate programs ( Google AdScense, Yandex Advertising Network). The display of which ads will be carried out depends on the last requests the user entered or the sites of which subjects he visited (which is also a context).

Most likely, you yourself have noticed more than once that after searching, let's say “buying shoes”, on the pages of other sites and in in social networks advertisements begin to appear offering the purchase of shoes. By the way, this is the main advantage of thematic contextual advertising, even if the ad has not been viewed or clicked on in the search results, it still remains chance to attract a user to your site and talk about the product.

But there are topics for which it is forbidden to display ads based on user behavior ( medicine, goods for adults), so they can use another type of thematic contextual advertising - contextual targeting or display by sites. For example, in a forum about medicine, in the discussion thread about implantation of dentures, ads for dentistry may be shown.

Can it then happen that your ad will be shown on a low-quality site or on a site that violates the laws of the Russian Federation? No, because only verified sites with high traffic can take part in affiliate programs, so you don’t have to worry about the company being compromised due to advertising on a “not good” site.

Retargeting and remarketing

We moved retargeting and remarketing into a separate section because they can be used without connecting the first two types of context.

Contextual advertising systems

Yandex.Direct

AT last years, Google has selected a significant part of the Yandex audience, thanks to mobile traffic, but nevertheless, more than 2,000,000 people use Yandex search every day! This is the largest Russian search engine. Therefore, advertising in Yandex Direct enjoys great popularity. In addition, Direct is easier to set up.

  • on Yandex search results pages;
  • on the sites of the Yandex affiliate network ().

The choice of which ad will be shown for a specific request and for a specific user is automatically determined by Yandex algorithms based on relevance to the topic, rate per click, CTR, city, and other indicators.

Google AdWords

More advanced interface, to which recent times Yandex Direct is moving, offers. In addition to the variety of tools for setting up and analyzing the effectiveness of advertising, which also involves more painstaking settings, Google allows you to advertise your site not only in Russia, but throughout the world (except China and North Korea).

By analogy with Yandex, advertising is divided into search and thematic (KMS), and in addition to the pages of the search engine and partner sites (including Bing and Mail) it involves displaying on the pages of Google services (Maps, Gmail, Merchant, YouTube, Pictures, etc.).

Wherein for YouTube and Gmail, you can set up ads separately, in the form of a letter or your video, which greatly expands the advertiser's ability to reach their target audience.

Also, you can separately set up advertising campaigns for mobile devices (tablets and smartphones), which, depending on the target audience, allows you to make targeting more accurate. And in advertisements, in addition to standard clarifications and quick links, you can configure the display of goods and services with their cost.

Geographic targeting can be set not only for a region, country or city, but for a separate area by setting a point in the right place on the map and specifying the coverage radius.

Contextual advertising in 2017-2018

If a couple of years ago, it was possible to simply collect a database of relevant keywords, write ad texts and track bids, now, with the rapidly growing cost per click and competition, you need to be able to work with all possible formats and targeting. Find exactly those visitors who will bring profit, and not just go to the site. Find your way by testing different approaches and formats. Because there is no longer a single correct approach to setting up ads.

In addition, if earlier there was a significant difference between Yandex Direct and Google AdWords, today it is becoming less obvious, and in the future it will cease to exist at all. This is because Yandex is introducing more and more new tools in order to catch up with its foreign competitor in terms of a set of tools.

It is worth noting that contextual advertising in 2017 becomes more personalized, expanding the ability to target different audiences. Growing importance correct setting for those users who search from mobile devices. There are more ad formats. The possibilities of analytics are increasing.

All this serves as the basis that the contextual advertising market in 2018 will only continue to grow. More and more new advertisers will come, who will be in more are aware of advertising on the Internet and will be more demanding of contractors. Nevertheless, this direction is one of the most promising on the market for at least another 5-10 years.

that are dedicated to a specific topic. This phenomenon is called contextual advertising. It brings income not only to advertisers, who receive targeted customers in this way, but also to web developers. In addition, this is an income for resource owners. They get paid for clicks on their site. The funds for clicks are charged by the advertiser. In the article we will talk about the types of contextual advertising, what determines its cost and about the intermediary companies that organize it.

Varieties

  • search engine;
  • thematic;
  • media;
  • with personal targeting.

You see when you enter a query in the search bar. Below is an example of contextual advertising.

Blocks with it are constantly located under the search bar or on the page on the right.

Thematic advertising

Display advertising

The most "smart" representative, which is a graphic or text-graphic block. Below you see an example of contextual advertising called display advertising.

Photo display advertising

  • advertising with personal targeting;
  • designed for a specific region;
  • advertising that is shown at a certain time;
  • designed for language settings;
  • advertising for mobile devices with Internet access.

What are the advantages and disadvantages of contextual advertising

Now let's look at its main advantages:

  • Advertising itself finds a buyer. This is called targeting.
  • You get the first responses (sales) immediately after the launch of the advertising campaign.
  • Doesn't require a lot of money. You can try to advertise your product even with a budget of 300 rubles.
  • Together with different types contextual advertising, you can use other means of promotion: SEO-articles, teaser advertising.
  • You can set up your own advertising campaign depending on the amount of money, location, time of day and night. You yourself set the parameters that you are interested in to achieve the effect.
  • After conducting an advertising campaign, you will receive information about the effectiveness of the methods. Then you can choose what gives the maximum result.
  • Contextual advertising meets the user's needs and helps to navigate in the sea of ​​the same type of goods, compare prices, quality characteristics.
  • Unobtrusiveness. Nothing pops up or flashes. Ads are neat blocks that don't get in the way of the user. If advertising still brings inconvenience, then it can be safely hidden. In the parameters, the user can indicate his unwillingness to see advertisements of the corresponding content.
  • type of advertisements, despite its small size and unobtrusiveness. In contextual ads, as a rule, there is everything that a future buyer needs: a title, an image, an explanation, a link to a site that sells a product.

Disadvantages of contextual advertising

  • Short-term compared to SEO promotion. The effect of any type of contextual advertising is quick, but short-lived. SEO articles, for example, may not attract traffic as quickly, but for a much longer time.
  • Cost overruns due to choosing the wrong settings in contextual advertising services. If you use the settings incorrectly, then there is a high risk of losing all profits. For example, you are selling school desks. The cost of one desk is 7000 rubles, and your profit is 2500 rubles. If you set up an advertising campaign incorrectly and one click costs 4,000 rubles, then, naturally, you will not receive income, but will go into the red.
  • In some areas of trade, contextual advertising is money down the drain. This applies to products that people are used to buying offline.

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

If you do not have much experience in this matter, then you should not rely on luck, because it is about your money. Experts advise you to definitely turn to automation services.

These are great helpers in setting up contextual advertising for beginners and not only. The service will help you not to make mistakes and not “drain” the entire budget at once. They will also tell you how to make the most of the possibilities of a particular type of contextual advertising.

How much does contextual advertising cost?

  • The minimum amount that you need to put on the balance in the system.
  • Money that needs to be paid to the contractor or freelancer who will be doing the setup.

Let's consider the first point using the example of the popular contextual advertising system Google AdWords. The amount here will depend on:

  • industry niche of your goods or services (your subject matter);
  • geographic coverage of the audience (geotargeting);
  • the number of impressions per day (temporary targeting).

Now let's analyze what the cost of contextual advertising depends on, in more detail.

Subject. Here the run-up is very large, since in some industries a budget of 5,000 rubles is enough for you. for a month, while in others it is the price of one click. To determine the budget, as a rule, professionals first make a list of keywords.

Geographic coverage of the target audience (geotargeting). Everything is simple here. Small region - little money. If you decide to cover the whole country, then the budget should be appropriate.

Time targeting. Here the amount will depend on what time your ad will run. For round-the-clock work you will have to pay a tidy sum. Analyze what time your target audience is most often online. This will save you a lot.

Loss of impressions due to budget

Again, back to the AdWords account. Here in the parameters there is a tab "Quick statistics". When you click on it, you'll see "Percentage of search lost impressions due to budget. The function is incredibly useful, because it shows whether you have enough money on your balance sheet to fully cover the demand for your goods or services.

It happens that after you have launched an advertising campaign, you need to allocate more funds for promotion, because you lose profit due to the fact that you cannot grab all the users who are interested in your services.

Unfortunately, it is impossible to say right away how much money should be included in the budget. This will be clear only after testing the advertising campaign.

Pay for what?

For what exactly you need and you can pay on the service:

  • clicks. (PPC - pay-per-click). This is very convenient, since funds are withdrawn from the balance only when the client has followed the link.
  • Impressions. If branding is your priority, then you should invest in impressions. For every 1000 scrolls of your ad, money will go out of your balance. This is only available for the media view of contextual advertising.
  • Pay for conversions. Most interesting view payment. Money is written off for specific actions of the target audience: phone calls, applications, user registration on the site, payment for purchases. Many entrepreneurs are attracted by this opportunity.

If you hire an agency or a freelancer to promote your brand, who knows how to set up the main types of contextual advertising, then, naturally, you budget for his commission.

It usually consists of:

  • percentage of the advertising campaign budget;
  • fee for the agency's work per month (freelancer's salary) or payment for a specific amount of work performed.

Directologist - specialist in contextual advertising

In order for your money not to go down the drain, and you get the maximum profit from contextual advertising, you should contact the pros in this area. A director will help you. The word came from the name which is the most popular in Runet.

You can look for a directologist among freelancers. There are many exchanges where they offer their services and immediately announce the cost.

By what criteria should you choose? What to look for when flipping through a portfolio of a specialist?

  1. A director (targetologist) with experience must have completed projects with detailed calculations and positive feedback. Such reports are called cases.
  2. This person must be well erudite. Watch his reaction when you talk about your industry. If a person frankly does not understand what is at stake, then he is not suitable for you.
  3. The director is ready for contact. Immediately describes the principle of work and voices where your funds will go.

Is contextual advertising worth it?

Any kind of contextual advertising is not a panacea, and you should not place too high hopes on it. It is best if you use it in combination with other online and offline promotion methods, because using only this tool, it is unreasonable to cover the entire target audience.

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 best steamers appears, 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?

  1. relative cheapness (compared to other types of advertising);
  2. efficiency - selection of potential customers, reducing the time between an advertising offer and making a purchase;
  3. 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. Entered the query "buy a good steamer» - got the result: a list of suggested sites with descriptions.

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

  1. 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.
  2. 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.
  3. 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 perform well. 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:

  1. 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.
  2. 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.
  3. 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.

Hello, dear readers of the online magazine "site"! Today we’ll talk about contextual advertising - what it is and how it works, how to set up contextual advertising yourself, make up a semantic core, and much more.

After all, in modern world can't live without ads. This was, is and will be the inexorable truth of human development. Something sell, suggest, on something earn, declare yourself (product, service)- all this requires advertising.

Contextual advertising is considered today the most popular , effective and cheap . Since users learn most of the information from the Web, it is quite reasonable to advertise your products or services on the Internet.

From this article, readers will learn:

  • What is contextual advertising and what are its varieties;
  • How and why advertisements are created;
  • What is a semantic core and how to create it yourself;
  • What contextual advertising services exist and how to work with them;
  • What are the features of contextual advertising in social networks;
  • Where and how to order the creation of an advertising campaign from professionals, as well as how much it will cost.

You will learn about this and much more from this article if you read it to the end. So let's go!

1. What is contextual advertising and how it works - an overview of the concept + the principle of operation using an example 💻

Newspapers, radio, TV, and now also Internet are under the control of advertising. Advertisements are placed literally everywhere on the Web. Search engines, forums, sites, social networks, chats- all this is an excellent basis for advertisements.

Contextual advertising is different high efficiency , since it appears (is shown) only to those people who are purposefully looking for specific information about a specific request.

Ads that are more effective shown in search results, since visitors who are looking for information are easier to motivate to buy.

contextual advertising is a tidbit for advertisers. Advertisements sell for the number of clicks. That is, the advertiser "pays" only for those users who visited his resource, and not for the number of people who were shown the ad.

To better understand what contextual advertising is, it is worth parsing it into step by step example:

1. User (potential client) in search

Let's say the user wants to buy hanging chair for living room. In the search bar, he enters a simple phrase " hanging chair and click on the search button.

2. Search result

After a few seconds, the "search engine" produces results that match the query. 70% links will lead to sites where information about hanging chairs and on the resources of online stores.

30% This is contextual advertising. She may be located either right side from or above the main search.

Often, offers in contextual advertising are more interesting to users, so they follow the corresponding link. Moreover, it helps to save time, since the link leads not just to the Internet store, but directly to the product page.

4. Successful acquisition

Advertising on web pages works in a similar way. While the user is studying the topic of the site, contextual advertising brings to his attention ads that correspond to the information presented. And if he is interested in an advertising offer, he will go to the advertiser's website.

To summarize, we can get the following definition of the concept:

Therefore, contextual ads always correspond to the user's request or belong to the area of ​​his interests. Most of them are created on the basis of key queries.

2. Why is contextual advertising needed and in what cases is it used? 📌

Contextual advertising pursues users for every mouse click. Therefore, it is quite reasonable to think that if these were simple clumps of text, they would not be present on the Web in such numbers. Means, contextual advertising is needed.

contextual advertising is a well-thought-out marketing ploy that guarantees “hot” transitions with a high level of conversion (completion of targeted actions). Only those who are unfamiliar with its possibilities can doubt its necessity.

This type of advertising is the most powerful way, which allows you to directly promote the interests of the client. Help in quick search necessary goods or services, unobtrusive provision of up-to-date information with subsequent profit, this is what contextual advertising is for.

  • Sale of goods;
  • Advertising services;
  • Increasing the level of sales;
  • Presentation of new products on the market;
  • Advertising on the Web or an additional source of traffic to the site.

This advertisement great choice unobtrusive interaction seller and buyer. It brings profit to sellers, and saves customers a lot of time, which they could waste aimlessly searching for a store, product and a suitable price.

The main thing, what is needed for a good advertising campaign is to choose the right keywords and anchors that will attract buyers to the site. These manipulations will save finances for the employer and attract really interested visitors.

To identify the main key queries of a certain subject, masters of their craft recommend using services such as wordstat, Yandex.Metrica and Google Analytics, AdWords.

For increase popularity of a particular brand very often use contextual advertising. This presents the brand on several levels:

  • Recognition. Due to the frequent “flickering” in search results or on websites, the brand becomes recognizable to the masses. Public consciousness is arranged in such a way that if there is a recognizable element, then most individuals position it on the positive side.
  • Confidence. This point is quite controversial and depends only on how well the advertisement was made. If the advertisement worked and the customer was satisfied with the purchase, the likelihood that he will return increases significantly.
  • Innovation. Market promotion of new products or services, regular promotions, discounts and great deals have always attracted customers. And what, if not contextual advertising of the site, will help the user to learn about a tempting offer.

There are two payment options for this service:

  • Pay per click. The advertiser pays only for the number of visitors who click on the link.
  • Pay for impressions. The advertiser pays for the display time that was spent on a specific target audience.

Depending on the product or service offered, you need to think carefully about what kind of advertising is better to pay for. But in any case, both the first and the second will give the long-awaited results.

3. Types of contextual advertising - TOP-4 main types 💎

Although the web exists large number varieties, among which contextual is considered advanced, even it has its own varieties.

Type 1. Search ads


One of most popular PPC ads those that are shown to users along with search results are considered. it most effective tool to attract clients .

Important! These ads are optimized with headline and text. When developing, popular keywords are used.

Each webmaster can create his own contextual ad, since access to resources with which you can find out about popular "keywords" is open to everyone.

At correct use key query and a good sparkling table of contents, you can get high level conversions.

View 2. Thematic advertising


For example, if a site is dedicated to growing mushrooms at home, then frequently encountered ads will relate to the sale of soil, fertilizers or mycelium.

  1. The customer selects the keywords to which his ad will respond.
  2. Advertising parameters are configured, the cost of the entire advertising campaign depends on them.
  3. Placing an advertisement on thematic pages and in search engines.
  4. The advertisement responds to the user's request.

Featured advertising allows the advertiser to target their work exclusively for the target audience. That is, take into account the interests of people with the same needs, requests, hobbies and social status.

Type 3. Contextual media advertising


The media context is focused not only on attracting customers, but also on solving other problems:

  1. Image. A bright banner strengthens the image of a brand or company.
  2. Demand. This advertisement is able to attract more attention than regular text, so the demand for a product or service increases significantly.
  3. Association. Businessmen who occupy a certain niche in the market often worry about their recognition. Contextual media are able to create an association between goods and the manufacturer (distributor).

The banner always has a call to action. User is encouraged buy, look, call or just go to website and learn more, and the image of the product contributes to this action.

View 4.

Pick up different words and phrases on the subject of your advertised resource.

Stage 2. Analysis and monitoring of competitors

Stage 3. Compliance with the rules for compiling contextual advertising

Consider the main and general rules for compiling advertisements in contextual advertising services:

  1. do not place contact information (phone, e-mail, etc.) in the headings or text of ads;
  2. observe the allowed number of characters in the text and headings of ads;
  3. do not make mistakes in ad blocks;
  4. do not use third-party brands, trademarks, abbreviations;
  5. comply with the laws of the country on advertising;
  6. do not compare your products and services with competitors;
  7. use standard symbols and punctuation.

Now we move on to the stage of compiling the title and text of the advertisement.

Stage 4. Drawing up and writing a title

Write the headline intriguing, eye-catching, encouraging the user to read. As needed, include the keyword/phrase in the title.

Stage 5. Drafting the ad text

  • describe the benefits of the product (product) or service;
  • write the text concisely and specifically;
  • describe promotions, discounts, special offers with a limited period for your goods/services;
  • use words - discount, inexpensive, sale, incredible, easy, simple, free, etc .;
  • ask questions in the headings, and in the texts, give answers to them;
  • enter keywords and phrases in the ad text;

Stage 6. Selection of landing pages of the resource (landing pages)

It is very important that the potential client who clicked on the advertisement is not disappointed in the advertised offer. You need to set up contextual advertising so that it immediately hits the page of interest on the web resource, and not on the page with contact or other offers.

Stage 7. Setting up targeting

It is important to properly target your ad. You can set the display of ads in certain time(setting by hours and days of the week) or for users from the desired cities/regions (For example, set up ads only for Muscovites from Moscow and the Moscow region).

  • Consider the features of each contextual advertising platform;
  • Write effective advertising texts
  • Analyze the progress of advertising and constantly optimize the process;
  • The pages that potential customers land on should be understandable and convenient.

Sometimes it is easier to turn to professionals (directors, agencies and companies) who will quickly and efficiently place contextual advertising on your product or service.

7. Where to order contextual advertising and what is its cost - an overview of the TOP-3 companies (agencies) providing services 💰

Each agency that offers contextual advertising services has its own characteristics. Let's take a closer look at the prices for creating an advertising campaign and maintaining contextual advertising (what is the cost of contextual advertising services) for each of these companies.

1) iContext

The company is distinguished by the presence of exclusive competence on the platform Adobe Media Optimizer. Also works with Facebook, Direct and Google AdWords. The Adobe Media Optimizer platform is a specific way to place ads.

If many systems have an auction "policy" for a key request. Then in this system, the main key queries can be placed in a separate "portfolio", which will take part in the auction.

Due to the fact that there are more requests in the “portfolio”, some of them may be more relevant, others less. The arithmetic mean is calculated, which increases the chances of winning the auction, and increases the performance of the advertising campaign by 20% .

Minimum cost of contextual advertising, which the agency begins to cooperate with customers, is 50 000 rubles . The price of contextual advertising services is quite justified, especially considering that for some queries the price of a bid on Yandex is several times higher.

There you can also get training in contextual advertising and in the future independently provide such services.

2) Blonde.ru

Contextual advertising agency has developed and launched 2 (two) own advertising platforms. The contextual advertising company has existed since 2007 and specializes in contextual advertising. Collaborate with systems Yandex and Google on which advertisements are placed.

Contextual advertising costs this agency directly depends on the needs of the client. It does not indicate the amount from which they begin cooperation. A client who has applied to this agency pays only for a click, that is, for the number of clicks.

Cost per click is determined by the method " auction ". That is, there is no fixed cost, it is determined as a result of bidding.

The auction is automatic, the winner pays the cost per click of the previous user and the minimum step. If the cost of advertising per click suits the winner, the agency begins to cooperate with them.

3) Registratura.ru

This company works with many advertising services. In addition to the three main ones, it cooperates with K*50, CoMagic, MyTarget, CallTouch. Annually they make presentations on marketing promotion in the network. They also offer SEO services for optimizing web resources.

8. Features of contextual advertising settings 📎

Automated resources, of course, make it easier to set up targeted advertising, but everyone should understand the basics - from beginners to professionals .

There are many tips on the Web that will help you set up profitable contextual advertising. Some of them are great help for beginners, others can only confuse the advertiser more.

8.1. Placement strategy

For example, in the Yandex search engine, you can see 3 (three) variations of advertising placement:

  • "Special". The advertisement is placed immediately above the field of the main search results.
  • "Guaranteed". Advertising is located on the right side of the search results.
  • "Dynamic". Ads are placed under "guaranteed", while occupying positions from the first to the eighth lines.

Depending on which position the advertiser chooses, the cost of the advertising campaign will vary. Naturally, every advertiser wants to get into the positions of "special placement" or "guaranteed impressions", but not everyone can be lucky, because it's all decided in an auction, in addition, the quality of the advertising text affects the results.

8.2. Targeting

There are several types of targeting options:

  • Geographic. This position allows you to customize the advertisement so that it is shown to residents of a particular city.
  • Hourly. The advertiser has the ability to set up an advertisement so that it is shown in a certain period of time.
  • behavioral factors. This type of targeted advertising allows you to track the interests of users. By analyzing the browser history, the system receives data according to which it offers a particular product or service.

8.3. Advertising on thematic sites

When setting up an ad, you can choose which sites you want to place ads on, and which ones are better to refuse.

8.4. Number of ad clicks

However, it may be that the influx of customers in the first week will exceed the approximate calculations.

There may be several reasons why this does not suit a businessman:

  • Limited quantity of goods.
  • Inability to cope with the influx of buyers.

If you do not control such a process, then the entire amount that was intended for 10 weeks can be spent much faster. And besides this, if you do not provide such a large number customer service, you can lose a good reputation.

Automatic budget allocation will help to get rid of such misunderstandings and make advertising much more effective.

8.5. "Negative words"

If the ad contains words with the sign «-» , then users who are not the target audience will not be able to see it.

For example, the store offers new laptops and accessories for them. Therefore, users who are looking for "used laptops", "used batteries" will be considered non-target audience.

Important! Requests that do not correspond to the main focus should be written with a minus sign, then they will not be shown to users that are not interested in this.

8.6. Control

Changes are constantly taking place on the Web, especially for contextual advertising systems. Every day there is a fierce struggle for high positions. Advertisers raise the stakes, improve their ads, change pricing per click.

These processes should not be left to chance, it is worth a little delay, as good positions in advertisements may be lost.


Step-by-step instructions for compiling a semantic core for contextual advertising for beginners

9. How to compose a semantic core for contextual advertising - collecting SL in 5 easy steps 📊

The semantics of an advertisement is its most important component. It is at this level that the advertiser begins to fight for the client. After all, the number of impressions and the level of competition directly depend on the selected queries.

Semantic core is a set of keywords that best position a product or service and are most often used by users.

Creating a semantic core seems to many to be difficult, and for beginners, an almost impossible task, but, nevertheless, there are ways that will help in this matter. For the selection of a semantic core, there has long been a step-by-step instruction.

Step #1. Preparatory

At this stage, it is worth preparing for the creation of a semantic core. It is fundamentally wrong to assume that semantics is a matter of minutes and high-frequency queries that Wordstat issues will do.


Step 1. Compiling a table and distributing words by column

First what you need to do is to make a table with key queries.

In the first column write down a product or service, that is, what the entrepreneur offers. It is worth writing down all the verbal variations that users are looking for in search engines.

In the second column it is necessary to write down all the words that describe an action that can be performed with a product or service - “buy”, “purchase”, “order”, “issue”, “send”, etc.

Third column intended to indicate geographical location. Its users also indicate differently.

For example, if we take the city of St. Petersburg, then the inhabitants of the Web can indicate it in the search line as follows:

  • "St. Petersburg".
  • "SPb".
  • "Peter".

Users may intentionally abbreviate words for ease of use. Sometimes this is not global in nature, but in some cases such a moment should be taken into account.

Fourth column responsible for the characteristics of a product or service. Simply put, it answers the question, “what is it?”. All options that users can use in the search should be considered.

The variability of keywords should be taken out of your head. You need to think about what criteria and queries users are looking for information. If you run out of thoughts, you can go to services that help in the selection of key combinations of words.

Yandex Metrica and Wordstat, Google AdWords and Analytics, - these services should not be bypassed, because it is here that you can find not only relevant key queries for "semantics", but also absolutely incredible search phrases that can be used profitably.

Step #2. List of keywords

When the table is ready, you can start creating the list " keywords».

How to choose keywords for contextual advertising?


Step 2. We select keywords for contextual advertising using the Promotools.ru service

Use conditional " multiplication' to create all possible options key queries.

It takes a long time to do this manually, so it is customary to use a keyword generator. For example , Promotools.ru, a good generator with a user-friendly interface.

The generator is easy to use. The user only needs to enter the keys from the table into the appropriate cells, and the system itself will give out all possible combinations.

Step #3. Remove unnecessary requests

After the system automatically generates key queries, there may be about a thousand of them. Most of them can be safely considered rubbish» and remove .

It is difficult for a beginner to figure out which request can be considered good, Which one then bad. Therefore, experts recommend using the Key Collector service, or any other that helps to remove all irrelevant queries.

You need to load the list of the resulting "keywords" into the program and start the process of collecting statistics from Wordstat. The result is a list that consists of all similar queries, that is, from "minus words".


Step 3. Clean up all unnecessary requests

"Negative words" in the Key Collector service must be removed. To do this, you need to go to " Data» — « Group analysis". The program will automatically generate by groups the words that make up the queries. Groups of words that do not answer consumer interests, it is necessary to mark and save in a separate document - these will be the same “minus words”.

Groups of marked words are removed from the program, and the remaining queries will be the semantic core.

Step number 4. Grouping and segmentation of keywords


Step 4. Sort keywords into groups

To do this, the list of keywords will need to be divided into several segments. All "keywords" can be divided into groups to which they will be suitable.

For example, the first group may be keywords that contain the phrase "St. Petersburg". The second group can be requests with the word "inexpensive", etc.

Each group of keywords should be written on a separate sheet. When all key queries are sorted into their groups, the process of creating a semantic core can be considered completed.

Step number 5. Taking into account features of Google AdWords!

As practice shows, Yandex has less stringent requirements, both for resources and for advertising. Here, “minus words” can be in one word form (and sometimes not at all). The Google AdWords system works a little differently.

Firstly, the system wants to see “negative words” in all possible word forms in the contextual ad.

To prevent errors that may arise due to the human factor, you can use automatic services. (For example, service htraffic.ru )

Second What you need to know when working with Google - it's the lack of prepositions. For example, if the request sounds like “buy a laptop in St. Petersburg”, it should be changed to “buy a laptop in St. Petersburg”. Otherwise, users who make requests without pretexts will simply not see ads. And most of these users.

It is not so difficult to compose a semantic core. It is much more difficult to please your advertisements with contextual advertising services.

10. What determines the cost of contextual advertising - 2 main factors 💸📋

Cost per click – this is the amount that the advertiser is obliged to pay for the user's transition to his resource.

This figure is influenced by several factors.

Factor 1. Niche (topic) in which the advertisement will be placed

Cost per click in these categories often varies from 10 rubles to 25 dollars. Segments that are priced somewhat lower than this entertainment, hobby, inexpensive goods(products with a pricing policy from 100 to 1000 rubles).

Factor 2. Advertising setup

Often, services that offer contextual advertising services provide their customers with the opportunity to use ads with " maximum efficiency ". That is, advertising will appear on the highest paid places in search results.

Each announcement will be broadcast in the place where the probability the clique is higher. As a result, the cost per click will be much higher. In some cases, this is not entirely justified. After all, if you set up the ad correctly, you can get a lot more clicks by spending the same amount of money.

To increase the effectiveness of advertising and reduce cost per click need to know how to customize ad. Only then, even in the most expensive segment, you can count on the maximum number of transitions with reasonable financial investments.

Also, the cost of advertising may depend on the so-called auction. Especially often this can be found in the Yandex. Direct. The principle of operation of this auction is quite simple. Each advertiser selects key queries and makes the minimum rate he is willing to pay for 1 click.

Then, among all the key queries submitted by advertisers, the one that has the highest price is selected. This request gets the highest positions, and accordingly the advertising campaign will stand a lot more. That is, in fact, the advertiser himself sets the price.

Not worth it either ignore the level of competition when calculating pricing policy. There are special services on the Web that show the number of competitors in terms of specific request and average price for the transition.

One of these services is Mutagen.ru ( Mutagen.ru). Here you can even find out how much a guaranteed screening and entrance to a special accommodation will cost.

You can only check for free 10 requests per day, but after registration it will be necessary to deposit about 15 rubles into the account, as a guarantee that the user is not a robot.

11. Contextual advertising in social networks - advantages and disadvantages 📄


Targeted advertising is not much different from contextual advertising. , which can be seen in search engines or on web resources. The ad can be text or display. When clicked, it leads to the advertised page of the site with the proposed product.

"Cons" (- ) contextual advertising in social networks

1) Difficulty tracking

2) Features of creation

Since it is difficult to track the effectiveness of creating and setting up targeted advertising requires a subtle approach.

3) Cost

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 contextually with keywords in the user's request. 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 for a potential client to click on your ad and go to the site. A very good example of contextual advertising is considered when the share of customers who go 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 everywhere is more or less balanced, 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 the 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.

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