What is contextual advertising and how it works - the stages of creating an advertising campaign for beginners + TOP-3 agencies where you can order contextual advertising services

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

Indeed, in the modern world one cannot live without advertising. This was, is, and will be the inexorable truth of the development of mankind. Something to sell, to offeron something to earn, declare about yourself (product, service) - all this requires advertising.

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

Readers learn from this article:

• What is contextual advertising and what are its varieties;
• How and why create advertisements;
• What is the semantic core and how to create it yourself;
• What are the services of contextual advertising and how to work with them;
• What are the features of contextual advertising on 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!

About contextual advertising - what it is and how it works, how to compose a semantic core and select keywords, as well as where and how to order contextual advertising - read more

1. What is contextual advertising and how it works - an overview of the concept + the principle of work on an example

Newspapers, radio, the televisionand now also the Internet are dominated by advertising. On the Web, advertisements are placed literally everywhere. Search engines, forums, sites, social networks, chats - All this is an excellent basis for advertisements.

Translated from Latin, the word "contextus"means"communication". This advertisement is an ad that appears in the search results of the search engines and that correspond to the topic of the key request or on the resource pages of a certain subject.

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

More effective are ads that shown in search resultsbecause 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 the number of people to whom the advertisement was shown.

To better understand what contextual advertising is, it’s worthwhile to analyze this using a step-by-step example:

1. The user (potential customer) in the search

Let's say a user wants to purchase pendant lounge chair. In the search bar, he enters a simple phrase "hanging chair"and presses 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 that contain information about hanging chairs and to the resources of online stores.

30% - this is contextual advertising. It can be located either on the right side of the main search or above it.

3. Advertising

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

4. Successful acquisition

On the advertiser's site, the user buys the thing that interests him.

Similarly, advertising on web pages works. While the user is studying the topic of the site, contextual advertising brings to his attention the ads, which corresponds to the information provided. And if he is interested in an advertising offer, he will go to the advertiser's website.

Truth, contextual advertising on web resources less effective, since the user often comes to the resource for "information", and not for purchases.

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

Contextual advertising - this is a kind of ad on the web, which consists of an interesting headline and a small sentence that correspond to the user's information request or the content of the web resource.

Therefore, contextual ads always correspond to the user's request or relate to the sphere of his interests. Most are created based on key queries.

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

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

contextual advertising - This is a well-thought-out marketing move that guarantees "hot" transitions with a high level of conversion (performance of targeted actions). Only those who are unfamiliar with its capabilities can doubt its necessity.

This type of advertising is the most powerful way that allows you to directly contribute to the interests of the client. Help in the quick search for the necessary product or service, unobtrusive provision of relevant information with subsequent profit, which is why contextual advertising is needed.

Contextual advertising is used in the following cases:

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

This ad is a great choice for unobtrusive interaction. the seller and the buyer. It makes a profit for sellers, and saves customers a lot of time, which they could spend aimlessly in search of a store, product and a suitable price.

the main thing, what you need for a good advertising campaign - This 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.

To increase the popularity of a particular brand, contextual advertising is very often used. This presents the brand on several levels:

• Recognition. Due to the frequent “flickering” in search results or on websites, the brand becomes recognizable among the masses. Public consciousness is structured in such a way that if a recognizable element is found, then most individuals position it on the positive side.
• The trust. This item is quite controversial and depends only on how well the advertisement was made. If the advertisement has worked, and the client is satisfied with the purchase, the likelihood that he will return significantly increases.
• Innovation Promotion of new products or services to the market, constant promotions, discounts and advantageous offers have always attracted customers. And what if not contextual advertising of the site will help the user to find out about a tempting offer.

When purchasing contextual advertising, the advertiser must decide for himself what it will pay for.

There are two payment options for such a service:

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

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

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

Although there are a large number of varieties of advertising on the Internet on the Internet, among which contextual advertising is considered advanced, even it has its own varieties.

Type 1. Search advertising

One of most popular contextual ads those that appear to users along with search results are considered. it the most effective customer acquisition tool.

Important! These ads are optimized using headings and text. When developing, they use popular key queries.

Each webmaster can create their own contextual ad, as access to the resources with which you can learn about the popular "keywords" is open to everyone.

With the right use of the key query and a good sparkling table of contents, you can get a high level of conversion.

Search advertising is good because a user who searches for specific information in a search engine sees it first.

Type 2. Thematic advertising

This type of contextual advertising can be found on sites and other web resources. Often an ad matches the theme of a site or article.

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

Thematic advertising is aimed at users who are interested in a specific information area.

Such an advertisement is launched as follows:

1. The customer selects the key requests that his ad will respond to.
2. Advertising parameters are configured, the cost of the entire advertising campaign depends on them.
3. Placement of an advertisement on themed pages and in search engines.
4. The ad responds to a user request.

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

View 3. Contextual media advertising

This type of contextual advertising is also often found on the Web, it represents banner ad. It is distinguished by the presence of an image or animation.

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

1. Image. Bright banner strengthens the image of a brand or company.
2. Demand. This ad 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 are often worried about their recognition. Contextual media are able to create an association between goods and the manufacturer (seller).

There is always a call to action in the banner. Users are encouraged buy, look, to call or just go to the site and find out more, and the product image contributes to this action.

Advertisers create several banners that match different search queries.

Each banner is selected with a separate drawing and slogan, the main thing is that the source material does not get out of the general design of the company.

Advertising banners are created only after the search pages are analyzed. If the banner does not fit in size (color, tone) or context, it simply will not be placed on the page.

View 4. Targeting in contextual advertising

Targeted advertising is designed to select from all possible users only those who may or may already be the target audience.

This approach is used not only on the Internet, but also in conventional marketing. Targeting ads are based on search history.

For example, a user is interested in real estate in Moscow and very often searches for information on this request. The new developer orders targeted advertising. When a user goes to a site with dog food, he can see not contextual advertising, as is usually the case, but targeting - about a new building in Moscow (that is, advertising is shown taking into account the user's past interests).

In turn, targeted advertising is divided into several subspecies:

• Geographical. Advertisements are shown only to residents of a particular region. Their system determines automatically by IP address.
• Temporary. Only this type of advertising allows you to configure a specific time for displaying advertising. For example, an advertiser wants to make a howl store around the clock. In fact, he already has customers, and he makes a good profit. But these clients lead a daily lifestyle, so it’s worth showing ads to those who prefer to sleep during the day. Therefore, by launching advertising at night, an entrepreneur will attract people who will really be interested in his service.
• Behavioral characteristics. Before the ad is displayed, an information block is automatically generated about the user: his behavior on the Web, browser history, preferences on social networks. This is all analyzed and according to the results obtained, it is determined whether targeting for a specific user is appropriate or not.

Contextual advertising is unique in its kind. It provides an opportunity not only to offer your product or services to a specific target audience, but also allows you to choose the option how and to whom products will be presented.

4. The main advantages and disadvantages of contextual advertising

Use contextual advertising conveniently, cheap and practical. This has been seen more than once by advertisers and ordinary users. But even here you can see how positiveand negative moments.

"Advantages" (+) of contextual advertising

First, consider the benefits of this ad:

1) Target audience

This ad makes it possible to reach a potential consumer. Since ads are only visible to users who are interested in this.

2) Recoil

Advertising starts to work almost instantly. Literally from the first minutes of the launch of the advertising campaign, the customer already receives potential customers. The quick return on advertising is another visible plus.

3) Cost

Such advertising is cheap, and at the same time does not lose its effectiveness. An advertising campaign can be started even for those who have allocated only 300 rubles from the total budget for it. In addition, the context can be successfully applied in combination with other tools.

4) Flexible setup

Another advantage is the flexible configuration of the ad, which takes into account the budget, geography, time and interests of the user.

5) Analysis

You can follow the advertising campaign. Contextual advertising has a powerful analytical arsenal, which will be clear even to a novice businessman. In the future, using this data, it will be possible to change the settings for greater efficiency.

6) Relevance

Advertisements correspond to the interests of users and help to navigate the choice of service or product.

7) Convenience to perception

Contextual advertising is not pop-ups, not annoying videos that cannot be turned off. These are small ads that do not affect the perception of the basic information of the page. They neatly, briefly and unobtrusively communicate information, and most importantly do not cause negative emotions for users.

8) Information

Contextual advertising, although small in size, is striking in its information content. It consists of a title and several basic sentences that reflect the essence.

The main advantages of contextual advertising were listed above. What are its flaws?

Cons (-) of contextual advertising

Now consider the main disadvantages:

1) validity period

Advertisements are short-lived. Therefore, you have to constantly replenish the account and change the settings. This is quite noticeable if the advertiser has experience with SEO optimization. After all, here promotion has a long-term effect.

2) Waste

If you set up your ad incorrectly, you may lose your investment. The cost of advertising should be justified. Let's say "the cost of one client" will leave 347 rubles. On average, he can bring an income of 2 or 3 thousand rubles. These are justifiable investments. But if you specify the wrong settings, it will take about 1.5 - 4 thousand rubles to attract a client. If we compare these figures with a possible income, it is obvious that such advertising is not justified.

3) Sometimes it is useless

Contextual advertising is a good marketing move that pays off from the first minutes after activation. There are just some niches where this kind of advertising is useless.

It is customary to relate to such areas:

• Large grocery chains.
• Oil companies.
• Gas companies.

It can be seen that there are many more positive aspects than negative ones.

And to level out the problems that may arise, you should follow a few recommendations:

• Necessity. Contextual advertising is not suitable for companies that offer products and services that are searched according to the recommendations. Also, advertising will not bring the desired effect for large grocery chains. All other firms, brands, companies and stores can safely take advantage of the contextual advertising.
• Automation Services. The network has special services that allow you to automatically configure an advertisement. This will help to avoid mistakes that occur when creating an ad, and, accordingly, save finances.
• Support. Contextual advertising is not a SEO promotion that has been done once and you can get the effect of the work done for a long time. Ads must be constantly monitored, replenish the account and change settings.

Any disadvantages can be removed if you competently approach the work. On the Internet you can find many automated services that will help create contextual advertising.

Services are designed in such a way that they help to pick up even key queries. For beginners in the field of targeted advertising, this will save a lot of time and money.

5. Contextual advertising services - TOP-3 of the most popular systems: Yandex. Direct, Google AdWords, Runner

There are a lot of contextual advertising services. Each of them occupies a certain niche and offers a specific type of service. However, they are not very popular, and exist insofar as.

The most popular services that have existed for more than one year are:

• Yandex. Direct;
• Google AdWords
• Runner.

These services are designed so that users have the opportunity to create contextual advertising with its subsequent placement. Each service has its own characteristics, which are worth remembering.

Service 1. Yandex.Direct

Contextual advertising Yandex.Direct has a lot of useful nuances for those who want to create contextual advertising:

• Buyers Statistics show that users who want to purchase something turn to this particular service for help.
• Easy to create ads. There are two modes in the system in which you can create advertisements - simple and professional. It will be very simple for beginners to create advertising, because there is an instruction for each item.
• Transparency of calculations. It’s easy to calculate how much the entire advertising campaign will cost and how many clicks you can get.
• The convenience of use. In addition to automated services for generating advertisements, it is possible to work with Yandex.Direct. This helps especially when the advertiser creates a semantic core.
• Price policy. The cost of an ad click is relatively small. And if you choose the “keywords" correctly, you can save a lot.

The uniqueness of Yandex.Direct is that it has narrowly targeted issuance. An advertising campaign focuses only on search phrases. If the advertisement is not targeted to any query that has “its keywords”, then it will not be shown.

In more detail about Yandex.Direct, what it is and how it works, as well as how to configure ads and select keywords, we wrote in a separate article.

Service 2. Google AdWords

Advertising is distinguished by a system for displaying ads. It takes into account all the interests of users from requests to activity. Moreover, if the user does not enter relevant queries, then the system shows him advertisements that match his personal interests.

In addition to this obvious advantage, the system has some more features:

• Techniques. The main audience for this search engine is techies or geeks. It is here that the main answers to all technical questions are concentrated.
• Difficulties. If you compare the tools for creating contextual advertising, then Google may be more difficult. It will not be easy for beginners to figure this out. The interface is complex, but this is compensated by a wide functional spectrum. If you try to master this system, you can extract a lot of benefit.
• Convenience. The service is good for those who understand its functionality. For beginners, working with him is not very convenient. Therefore, experts recommend learning the basics of creating contextual ads in Yandex and only then switching to Google.

Service 3. Runner

Advertising on this service is more focused on entertainment topics - services or portals. Although this does not mean that they are not selling anything, there is still more entertainment.

Runner- This is the first service that appeared on Runet. But today Yandex and Google have long overtaken it, so it remains a strong middle peasant with its own characteristics:

• The audience. The audience remains relatively small.
• Simple interface Perhaps even simpler than Yandex. However, the system of calculating finance is difficult to understand. But in order to get traffic to a web resource, this service is perfect.

How to place (run) contextual advertising yourself - launch stages

6. How to independently place contextual advertising - 7 basic steps for beginners

Let's consider in general terms how to place effective contextual advertising. For this you need to go through certain stages.

Stage 1. Selection of key phrases / words for contextual advertising

You need to choose the right key phrases (words) for your advertising campaign, as these are the requests that customers will receive. For instance, “Buy an inexpensive tablet”, “create an online store”, etc.

Choose different words and phrases according to the theme of your advertised resource.

Stage 2. Analysis and monitoring of competitors

Conduct an analysis of writing advertising texts, used images in ads, and so on, with competitors.

Stage 3. Compliance with the rules of composing contextual advertising

Consider the basic and general rules for the preparation of advertisements in contextual advertising services:

1. Do not post contact details in the headings or text of the ads (tel., e-mail, etc.);
2. observe the allowed number of characters in the text and headings of the ads;
3. do not make mistakes in ad units;
4. Do not use third-party brands, trademarks, abbreviations;
5. Follow the country's laws on advertising;
6. Do not compare your products and services with competitors;
7. Use standard characters and punctuation marks.

Now we pass to the stage of compiling the headline and text of the advertisement.

Step 4. Writing and writing a headline

The title of the advertisement should attract the attention of potential customers.

It depends on the title of the ad whether the person will continue to read the text of the advertisement.

Write a headline that is intriguing, eye-catching, prompting the user to read. As necessary, include a keyword / phrase in the title.

Stage 5. Writing ad text

When writing and composing an advertising text, the following tips should be considered:

• Describe the benefits of the product (product) or service;
• write the text concisely and concretely;
• Describe promotions, discounts, special offers with a limitation period on your goods / services;
• use the 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;

This list of tips for composing advertising text in contextual advertising is NOT complete. You need to constantly try and experiment, monitor the effectiveness of the advertising campaign.

Step 6. Selection of resource landing pages (landing pages)

It is very important that the potential customer who has switched to advertising is not disappointed in the advertised offer. You need to configure contextual advertising so that it immediately falls on the page of the web resource of interest, and not on the page with contact or other offers.

To do this, many advertisers create landing pages - landings. About landing - what is it and how to create it, we already wrote in a separate article.

Step 7: Targeting

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

When placing and launching contextual advertising, it is important:

• Consider the features of each contextual advertising site;
• Write effective advertising texts
• Analyze the course of advertising and constantly optimize the process;
• The pages that potential customers fall into should be understandable, convenient.

Sometimes it’s easier to turn to professionals (directors, agencies and companies) who 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 service companies (agencies)

We offer you to read the rating of contextual advertising agencies:

Each agency that offers contextual advertising services has its own characteristics. Let us consider in more detail what prices for creating an advertising campaign and conducting 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 special way to advertise.

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

Due to the fact that the “portfolio” contains more requests, 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%.

The cost of contextual advertising is minimal, 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 requests, the bid price 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

The contextual advertising agency has developed and launched 2 (two) of its own advertising platforms. The contextual advertising company has existed since 2007 and specializes in contextual advertising. Collaborate with systems Yandex and Googleon 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. The client who turned to this agency pays exclusively for a click, that is, for the number of clicks.

CPC is calculated using the "auction"That is, there is no fixed value, it is determined as a result of tendering.

The principle of operation is simple. Advertisers select keywords for their advertising campaign and indicate the bid for each word (the minimum price that they’re willing to pay for the conversion).

The auction is held automatically, 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 work with him.

3) Registratura.ru

This company works with many advertising services. In addition to the three main ones, it collaborates with K * 50, CoMagic, MyTarget, CallTouch. Present annually with reports on network marketing advancement. They also offer SEO services for optimizing web resources.

The cost of contextual advertising depends on the cost of a click in the advertising system that the advertiser will choose. That is, it all depends on the wishes of the client.

If the ad has a low CTR, it responds to low-frequency queries in the segment with a low price policy, respectively, and the advertising campaign will cost lower.

The price of each advertising campaign is calculated individually. An important role is played by the system in which the client wants to show his ads.

If this Yandex, then the advertiser needs to be prepared to pay for participation in the auction, and if Google, you’ll have to pay the agency for creating the correct semantic core with negative words.

On average, ordering an advertising campaign will cost the customer from 20 to 35 thousand rubles. There you can also get training for contextual advertising for a fee.

8. Features of setting contextual advertising 📎

Automated inventory, of course, simplifies the setting of targeted advertising, but everyone should understand the basics - from beginners to professionals.

There are many tips on the Web to help you set up a profitable contextual ad. Some of them are great help for beginners, others can only confuse the advertiser.

8.1. Placement strategy

There are many ways to advertise. Before creating an ad, you need to decide on the place of its placement. Contextual advertising can be placed in almost any part of the page.

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

• "Special." An advertisement is placed immediately above the main search results field.
• Guaranteed. Advertising is located on the right side of the search results.
• "Dynamic". Ads are placed under the "guaranteed", while taking positions from the first to 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 position of "special placement" or in "guaranteed impressions", but not everyone can be lucky, because everything is decided at a bid auction, in addition, the quality of the advertising text affects the results.

If the advertiser’s bid is higher than the competition of his competitors, he has every chance to get higher positions.

8.2. Targeting

Contextual advertising services have great potential for targeting. Targeting - These are the parameters that allow you to target the ad impressions to the target audience of potential customers.

There are several varieties of targeting options:

• Geographical. 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 customize the advertisement so that it appears in a certain period of time.
• Behavioral factors. This type of targeted advertising allows you to track the interests of users. By analyzing the history of the browser, the system receives data according to which it offers a specific product or service.

8.3. Advertising on thematic sites

You can place advertisements not only in the results of search results, but also on thematic resources. There are many sites that cooperate with Yandex. Direct or Google AdWords.

When setting up an ad, you can choose on which sites it is worth placing ads, and which are better to refuse.

8.4. Ad clicks

There are times when a minimum budget is allocated for an advertising campaign, so advertisers are advised to use a feature that limits the number of clicks on an ad.

This will allow for an effective advertising policy throughout the entire advertising period.

For instance, allocate for advertising 2700 rubles every week. The advertising campaign will take place 10 weeks, that is, all will be spent on PR 27 000 rubles. Let's say the cost of one click is 1 ruble. Then in a week the advertiser will receive 2700 clicks.

However, it may be such that the influx of customers in the first week will exceed the estimated estimates.

There may be several reasons why this does not suit the 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 of customers with proper service, then you can lose a good reputation.

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

8.5. Negative Keywords

If the ad contains words with a 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 an inappropriate 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.

This will save the advertising budget and increase the effectiveness of the campaign.

8.6. Control

To ensure that advertising is effective, it’s not enough to set up targeting, delivery time and number of clicks. Advertising must be monitored and constantly optimized.

The network is constantly undergoing changes, especially for contextual advertising systems. Every day there is a fierce struggle for high positions. Advertisers raise rates, improve their ads, change pricing per click.

These processes should not be left to chance, it’s worth a bit to hesitate, as good positions in advertisements may be lost.

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

9. How to compose a semantic core for contextual advertising - collecting NW in 5 simple 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. Indeed, the number of impressions and the level of competition directly depend on the selected queries.

Semantic core - a set of key queries that best position a product or service, and are most often used by users.

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

Step number 1. Preparatory

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

Step 1. Creating a table and distributing words by column

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

In the first column write down a product or service, that is, what the entrepreneur offers. It’s worth recording 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 the action that can be performed with a product or service - "buy", "purchase", "order", "issue", "send", etc.

Third column designed to indicate geographical location. Its users also indicate in different ways.

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

• "Saint Petersburg".
• SPb.
• "Peter".

Users can intentionally shorten words for ease of use. Sometimes this is not global in nature, but in some cases this point should be taken into account.

Fourth column responsible for the characteristics of the product or service. Simply put, it answers the question - "what is it?" All options that users can use in the search are worth considering.

Keyword variability should be taken from the head. You need to think about what criteria and requests users are looking for information. If thoughts run out, you can go to services, which help in the selection of key word combinations.

Yandex Metric and Wordstat, Google AdWords and Analytics, - these services should not be ignored, 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 favorably.

Step number 2. Keyword List

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

How to choose keywords for contextual advertising?

It’s easy to select key phrases for advertising - you need to connect keywords from different columns of the table among themselves.

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

Use conditional "multiplication"to create all possible variations of key queries.

Manually doing this for a long time, so it’s customary to use a key request generator. For instance, Promotools.ru, a good generator with a user-friendly interface.

Using an automatic generator is easy. The user only needs to enter the keys from the table into the appropriate cells, and the system itself will issue all possible combinations.

Step number 3. Delete unnecessary queries

After the system automatically generates key queries, there can be about a thousand of them. Most of them can be safely considered "trash"and delete.

It’s 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 requests.

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

Step 3. We clear all unnecessary requests

The "minus words" in the Key Collector service must be removed. To do this, go to "Data" - "Group analysis". The program will automatically generate word groups from which the queries are composed. Word groups that do not answer consumer interests, it is necessary to mark and save in a separate document - these will be the very ones, “minus words”.

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

Step number 4. Grouping and segmenting key queries

An advertising campaign will be much more effective if you break down key queries into groups that are united in one word. This will greatly simplify work in the future.

Step 4. Sort keywords by groups

To do this, the list of key queries 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 queries with the word "inexpensive", etc.

Each group of "keywords" should be recorded on a separate sheet. When all key queries will be sorted into their groups, the process of creating a semantic core can be considered complete.

Step number 5. Take into account the features of Google AdWords!

As practice shows, Yandex has less stringent requirements for both resources and 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 “minus words” in the contextual ad in all possible word forms.

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

Secondwhat you need to know when working with Google - this 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 ask queries without pretexts simply will not see ads. And most of these users.

Composing a semantic core is not so difficult. It’s much harder to cater to your ads for contextual advertising services.

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

The cost of contextual advertising directly depends on the cost of a click.

Cost per click - this is the amount that the advertiser is required to pay for the user’s transfer to his resource.

This indicator is influenced by several factors.

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

The categories that are considered the most expensive are finance, construction, businessand the medicine.

CPCs in these categories often vary. from 10 rubles to 25 dollars. Segments that are priced slightly lower are entertainment, hobby, inexpensive goods (products with a price policy from 100 to 1000 rubles).

Important! All ads are shown according to the results of the auction, that is, the advertiser who paid more has every chance that his advertisement will take the best place.

The cost of an advertising campaign is calculated as the total set of prices for all possible conversions.

Factor 2. Ad Setting

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

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

To increase advertising efficiency and lower cost per click You need to know how to configure your 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. This is especially common in the Yandex service. Direct. The principle of the operation of this auction is quite simple. Each advertiser selects key queries and makes the minimum bid he is willing to pay in 1 click.

Then, among all the key queries presented by advertisers, the one that has a high price is selected. This request receives the highest positions, and accordingly the advertising campaign will cost much more. That is, in fact, the advertiser sets the price for himself.

Do not also ignore the level of competition in calculating pricing policies. There are special services on the Web that show the number of competitors for specific request and average cost per click.

One of these services is Mutagen.ru (Mutagen.ru) Here you can even find out how much a guaranteed display 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 on social networks - advantages and disadvantages

The daily number of users of social networks is in the millions. Ignoring this flow of potential customers is a real blasphemy. Therefore, contextual advertising on social networks can be considered a real breakthrough..

In social networks, contextual advertising is called targeting. Advertisements can often be found on pages In contact with or Facebook. These resources are considered essential for advertising goods or services.

Contextual advertising on social networks (on the example of the social network Vkontakte)

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

The advertiser has the ability to select the audience for which the ad will be displayed.

But unlike contextual advertising, there are many more parameters that will help you customize your ad for a specific audience. This means that advertising will be more targeting an audience with potential customers.

This is the main advantage of targeting ads on social networks, but, like in every process, there are pros and cons.

"Cons" (-) of contextual advertising on social networks

Despite the targeted advertising impact, an advertising campaign on social networks has several drawbacks:

1) Tracking difficulty

Social media targeting does not have tools that help track its effectiveness in all aspects.

2) Features of the creation

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

3) Cost

Unlike contextual advertising, targeted advertising on social networks has a higher cost, so before you use it, you need to calculate profitability.

"Pros" (+) of contextual advertising on social networks

Despite its shortcomings, this type of advertising has a number of undeniable advantages:

1) Create a target audience

This ad has a practical and diverse system of forming a target segment of users.

The advertiser can choose such parameters as:

• Floor.
• Age.
• Place of residence
• The level of education.
• Hobby.
• Profession.
• Family offer

These parameters allow you to select the target audience as efficiently as possible. And in compatibility with interesting text or media, you can get a good return.

2) Price selection

The advertiser chooses what to pay for - for display or for cry.

3) Number of transitions

Often, the conversion rate per thousand impressions is much higher than in other contextual ads. This is justified by the fact that you can include an image in any ad, and the amount of advertising on the page is lower than on sites or in search results.

Important! Targeted advertising on social networks is well suited for a business whose products or services are targeted at a specific target audience.

For example, it may be representatives of subcultures or people who hold certain political and religious views.

In the usual contextual advertising, it is not possible to display an ad specifically for a "Buddhist" or "otaku."

But targeted advertising on social networks is capable of such manipulations.

12. Contextual Advertising Frequently Asked Questions (FAQ)

Contextual advertising has many nuances. If we consider this issue in general terms, then some questions may arise.

Question 1. How to order contextual advertising?

When ordering contextual advertising, you can often come across scam contractors. It is more profitable for them to recruit as many more "advertisers" than to pay attention to someone alone. Moreover, the acquisition of contextual advertising has many pitfalls that beginners are not aware of.

To minimize your risks and costs of contextual advertising, you must:

1) Conduct a dialogue

The contractor is also a person and should be treated on an equal footing. It’s not worth fawning and pissing, but you don’t need to consider yourself the center of the Universe, because you pay. Relations should be built on the principle of "professional-professional."

If there are misunderstandings, you need to convince the contractor that this or that process will be beneficial for both parties.

2) Questions

Before ordering an advertising campaign, it is worth clarifying a number of questions with the contractor:

1. In which systems he can offer advertisements. There are three main ones: Yandex.Direct, Runner, and Google AdWords. If the contractor can offer 1 or 2 more systems, then this indicates his professionalism.
2. Converge in price. If possible, find out about the availability of recommendations from customers.
3. Do not miss the technical points. The advertiser must have full access to his account. It is necessary to clarify with the contractor the specifics of setting up advertisements and ask them to make reports once every 1-2 weeks.

3) Media plan

If technical and general issues are resolved, you should ask the contractor to draw up a media plan. It includes a semantic core and forecasts of the effectiveness of the advertisement.

4) Transaction

After receiving the media plan, it can be discussed with other contractors (if in doubt). If there is no doubt, the project price does not differ from the previously agreed price, and is set on the advertiser's resource Google analytics - you can conclude a contract.

After the advertisement has earned, worth checking out, how, and for what requests, ads are showing.

5) Control and comments

As soon as the advertising campaign begins to work, it is necessary to control the timeliness of reports. If you have questions, ask the contractor to comment on the current situation.

Despite the fact that when ordering an advertising campaign all the work falls on the shoulders of the contractor, the customer needs to have at least a minimal idea of ​​the main aspects of contextual advertising.

Question 2. How to choose a contextual advertising agency?

As already mentioned, advertising agencies for the provision of such services are not many, but they are still there. And, despite the fact that in this segment not so much competition, as you might expect, there are companies that work not fair, therefore, there are factors in choosing the right agency.

Firstly, the agency must provide the client with full access to his account. When the agency insists that it will send advertising reports electronically, do not agree. Most likely, such reports are drawn on the knee.

Secondlywhether it’s worth clarifying whether Yandex Metric or Google analytics to advertisements. These systems will help you keep track of which key queries your visitors are following. In the future, the advertising campaign can be improved based on conversion statistics.

Thirdly, "free mousetrap cheese only." There are agencies that can offer a free advertising campaign on their server. This may seem like a great offer for beginners, but if in the future the advertiser wants to change the agency, then he will lose the established advertising campaign.

Fourth, ad quality.

It is affected by such parameters:

• 300 search queries - no less.
• Headers are required to respond to the main request.
• The presence of negative keywords.
• The cost per click on the thematic sites should be less than on the pages of search results, this needs to be controlled.

Question 3. What is display contextual advertising

Contextual media advertising is a banner with a hologram, picture or video, which serves as an advertisement, attracting the attention of users. Banners come in different sizes. The cost of such advertising directly depends on the size of the banner and the space on the page.

Display advertising has several advantages, the main of which is the use of a visual image.

As studies show visual advertising in 1.5 times more effective plain text. This is due to a vivid and memorable way, which not only attracts attention, but also gives the user an idea of ​​what kind of product he is offered.

When creating media advertising, you should be aware of some subtleties:

• Unobtrusiveness. Advertising should not annoy users with excessive brightness or movements.
• The call. The advertisement should have a call to action.
• Goal. For words, there is not enough space in such an advertisement, so it’s worth deciding on the basic information that needs to be conveyed to a potential client.

An advertising banner is rarely seen on search pages; often it is placed on web resource pages that contain relevant information.

Question 4. What to sell through contextual advertising?

With the help of contextual advertising, you can sell anything from material things to intellectual property.

1) Subscription

Actual for users who maintain thematic blogs and offer trainings and courses, on this topic. They can offer visitors to the resource to subscribe to news releases, newsletters with useful information by e-mail and other useful programs. This will help increase revenue from core sales.

2) Base product

Contextual advertising is intended for the sale of a basic product or company service. This product may have different formats. But its main feature is that it is based on it the company or enterprise.

For example, the online store was originally conceived as an enterprise for the sale of laptops, but over time, such products as appeared in their assortment cameras, telephones, tablets and other. However, laptops have remained the base product.

The main feature of the contextual advertising strategy is the ability to notify a large number of users about the features and pricing policy.

This may also include the sale of various goods from China. About a business with China on resale without investments, we wrote a separate article. Anyone interested can read.

3) The average level of goods

This product is considered to be the middle link between VIP offer and goodswhich the company is based on. For example, a store specializes in mobile phones - this is their basic product. The top (VIP) product will then be tablets, and players and cameras can become mid-level products.

4) Goods sold through dropshipping

Contextual advertising allows you to quickly start selling goods through an online store. With the correct advertising settings, online stores receive a large number of orders.

Read more about dropshipping - what is it and what is it for, read in a special article.

Question 5. Who is the Director and what does the contextual advertising specialist do?

Everyone can set up contextual advertising, but not everyone can get the same efficiency. That is why most advertisers resort to the help of professionals.

Specialists in creating contextual advertising are called directologist. It provides services for creating and customizing an advertisement, and also helps to calculate the cost of an advertising campaign.

Often, directors are sought after among freelancers - free workers, although there are companies that can provide this service for a fee. But most often in agencies, the service of setting up contextual advertising is included in a complex of processes that affect the promotion and optimization of resources.

Not every agency can agree on such a deal, as it is considered economically unprofitable.

Therefore, directors are searched on the Web and in order not to waste time and money, it is necessary to know the basic criteria and signs of a good directologist.

Symptom 1. Portfolio availability

If the candidate has projects with confirmed results, this will position him. as a good contextual advertising specialist. The master of his craft will never offer services without projects confirming his competence.

It is better if the portfolio has several projects of different orientations, then you can safely take a person to "work".

Sign 2. Understood in the goods or services of a particular segment

It’s good if the director understands which niche the advertiser is working in. He may not know all the subtleties and nuances, but an understanding of the fundamentals characterizes him on the positive side.

Before you start cooperation, it’s worth chat with the directorto understand his general level of erudition. The more educated a person is, the better.

Sign 3. Joint project

A good director will always discuss the project with the advertiser. He must talk about what will be the advertisement, how much to spend for advertising and how many clicks should you expect.

It’s best to start looking for a directologist among common acquaintances. In this case, you can be sure that the person is really reliable.

If searches in the circle of friends did not bring the desired result, it is worth using freelance exchanges. Choosing among thousands of free employees, you must pay attention to rating and reviews.

Sometimes there are times when directologists are entrusted with overseeing the entire advertising campaign. In this case, it is worth remembering that someone else's work needs to be controlled, so you need to ask the director to submit reports on conversions from the advertisement.

You also need to have free access to your own account. Reports are reports, but sometimes it's better to see the real state of things with your own eyes.

13. Conclusion + video

Contextual advertising is a sought-after marketing move that is used not only by large companies, owners of their own stores or brands, but also by simple Internet users, novice bloggers and webmasters. For example, many specialists use contextual advertising to arbitrate traffic. What traffic arbitrage is and why CPA networks are needed, we wrote in a separate article.

Contextual advertising is divided into several types:

• Search engine;
• Thematic;
• Media
• Targeting

Each of these types of advertising has its own characteristics and elements of influence on users. Starting and setting up an advertisement is not a complicated process.

The main thing is to understand the basic concepts, but if this is not possible, then you can always order advertising from professionals.

Contextual advertising has many advantages, and most importantly is available to everyone. Its cost may vary. from 300 to tens of thousands of rubles. It all depends on the needs of the advertiser. Everyone can use the services of contextual advertising. Advertising is always an up-to-date product and it doesn’t matter what a person is promoting - their own website on a free hosting (we wrote a separate article about creating websites) or a solid clothing company.

A little perseverance, ingenuity and perseverance and an advertisement will bring results about which it was difficult to dream.

In conclusion, we recommend watching a video from an experienced marketer - "What is contextual advertising, how to configure and run":

And a video on how to create sales ads in contextual advertising:

The team of the online magazine "Rich Pro" wishes success and maximum effect in the shortest possible time from the launch of contextual advertising!

If you have any comments or questions on the topic, then ask them in the comments below.

Watch the video: How to get a Job in an Advertising Agency 5 Hacks & Strategies (November 2024).