If you need results almost immediately after launching a campaign, contextual advertising is one of the best options. Provided it is professionally configured, it allows you to display your ads to the target audience, increasing the visibility of the business and attracting traffic to the site. In this article, we will figure out what this option for online promotion is and how to launch it.
How does this work?
Advertisements are shown only to those users who are already interested in similar products or services, i.e. to the audience ready to make a purchase, but still considering different options. This allows you to significantly save your marketing budget, because only "warm" users see the creative.
In simple terms, contextual advertising is the ads that users see in the search engine in addition to the search results, on similar resources in the form of banners, as integrations into videos on popular hostings. The advantages of this type of digital advertising include:
Affordable cost of impressions of advertising creative and clicks on it;
Ability to fine-tune your campaign based on keywords and other parameters;
Accurate targeting of the target audience by matching user requests;
The ability to track the effectiveness of ads using analytical tools in the on page seo service advertising accounts of search engines.
However, when launching such campaigns, you need to understand that the competition in absolutely all niches is very high. How and to whom to show ads Yandex and Google determine using complex algorithms: it is impossible to buy out slots that will be viewed more often. The systems do not disclose what exactly is taken into account, but the factors that influence impressions definitely include the quality of the advertising creative and its compliance with user requests.
Contextual advertising does not work very well when the target audience is quite narrow and the product or service is not in high demand. This is not a reason to abandon such a tool altogether: it is recommended to combine it with other promotion methods.
Types of contextual advertising
Experts conditionally divide contextual advertising into search and promotion in Yandex advertising networks (YAN) and Google Ads.
Since 2022, it is irrational to use the latter in Russia, although Google has not deprived Russians of this opportunity. Anyone can still top up their account and set up advertising, but users from the Russian Federation will not see it, even if they use the search engine through a VPN. The system easily identifies such visitors and blocks ads for them. The settings for both systems are almost identical, so a little later we will definitely return to YAN, but for now let's talk about different types of contextual advertising.
Search advertising
Search contextual advertising is the ads that users see along with the results for their request. When a search is performed using keywords, for example, “website builder,” the system generates a list of results, including sponsored ads in the first and last four (and recently, five) lines of results.
Links are always marked accordingly, and between them and further there is the so-called organic search results – sites that are included in the list after indexing by crawlers. Robots recognize them as useful thanks to the SEO settings of the resources.
Advertising in YAN and on partner sites
In this case, contextual advertising of your site is shown not to those who are currently searching for the necessary information, but to the category of people who were once interested in goods or services similar to yours. Placement occurs in Yandex applications and services - Weather, Music, News, Zen and others, as well as on the pages of partner resources, thus connecting monetization. In this case, ads can be of several formats:
Banners , in which the attention of potential clients is attracted by a bright image or animation with information about your business. They can also be used for retargeting to remind resource visitors about your offer: the system shows them to users who have already been on your portal, but have not performed the target actions.
Text and graphic , which, in addition to the image, include a small advertising creative. Such ads can be interactive: for example, offer the user not only to go to the advertiser's resource, but also to take a survey. Most often, text and graphic materials are placed on the portals of the advertising network's partners.
Product , where the assortment of a specific online store is demonstrated, corresponding to the user's request. Such creatives are placed above the search results and allow you to see the cost and characteristics of specific products without going to the site.
Before registering with Yandex Direct to launch your first advertising campaign, you need to prepare for it thoroughly. This stage should not be skipped, because it directly determines whether the strategy will be effective and whether the promotion will bring the expected results.
What needs to be done before launching?
Preparation for the launch of a campaign is carried out in several stages. |
