Good day to you, dear friends!

At the last inclusion we talked about. Today we will talk about an equally effective way to promote affiliate products and services - contextual advertising. Moreover, now we are recruiting for one of the most effective training courses on working with contextual advertising for affiliate sales, “Professional Internet Advertising.” Therefore, I am sure this article will be quite relevant.

It was not for nothing that I included contextual advertising in the mailing topic “”, because this type of Internet advertising is used today by almost all Internet platforms - campaigns, bloggers, online stores, etc. and is one of the most powerful and effective methods of Internet marketing and Internet advertising in general. To promote affiliate products and services in particular.

In this article we will look at:

— The main advantages and disadvantages of contextual advertising

— Mistakes that beginners make when setting up and launching contextual advertising

— Who should you learn the secrets and tricks of using this advertising tool from?

And, of course, let's start with perhaps the most important question...

What is contextual advertising

If we take the official definition as a basis, then it is Internet advertising that is displayed on the pages of websites and search engine results. Contextual advertising differs from regular advertising on the Internet in that it depends on the specific search query of the user or on the topic of the page of the website on which this contextual advertising is displayed.

Today there are 3 main contextual advertising systems:

Benefits of contextual advertising

Now let's talk briefly about the main advantages of contextual advertising and find out why it is so good.

I consider the main advantages when working with contextual advertising:

1) Reaching the most targeted visitors

Provided you properly set up and launch contextual advertising, you can be sure that the people clicking on your ads are as targeted as possible. Of course, this applies more to people who click on your ads from search results. The quality of visitors from partner sites of contextual advertising systems is an order of magnitude lower.

2) The ability to put contextual advertising on autopilot

If you launch contextual advertising correctly, then you do not need to devote a lot of time to it. Advertising will work for you almost on autopilot, bringing high-quality traffic, orders through an affiliate link and, accordingly, good commissions. All that remains is to occasionally, if necessary, adjust the settings.

3) Availability of contextual advertising

To launch contextual advertising you do not need large investments. You can start a contextual advertising campaign with a minimum budget of 300 rubles ($10). Even this small amount, if done correctly, can bring you a good profit and pay for itself several times over.

4) Deep analysis

Disadvantages of contextual advertising

1) Fine settings

If you want to use it effectively, then you will have to spend some time studying these settings and using them effectively.

2) Lots of competition and high cost per click

Today, when the Internet advertising market in RuNet is developing quite actively, many have begun to use contextual advertising. Therefore, both competition in search results is growing and the cost per click is increasing. There is only one way out - to find niches in which the competition is not so intense, or to look for low-competitive keywords in fairly competitive niches, without losing a potential client.

Errors when launching and setting up contextual advertising

Let's look at the main mistakes that beginners make when setting up and launching contextual advertising:

1) Using a lightweight interface rather than a professional one

If you use an easy interface for settings and launching advertising, then you will easily waste your budget and will not be able to feel almost any effect. The easy interface does not give you the opportunity to fully manage your advertising campaign. Therefore, the advice is ALWAYS USE ONLY PROFESSIONAL INTERFACE!

2) Selection of common keywords

For each advertising campaign, it is necessary to use only the most targeted key queries in order to cut off untargeted traffic. Moreover, professionals advise selecting only one keyword for each of your ads. That is, according to the principle “1 campaign - 1 key query”, which will make the advertising campaign the most effective.

3) Narrow keyword coverage

As a rule, a narrow scope of key phrases leads to the fact that you have few impressions and, accordingly, few clicks on your ad. To avoid this, you should select more target keywords and be sure to use synonymous words, slang, and possible misspellings that users may make.

4) Focus only on high-frequency key queries

Yes, high-frequency keywords can provide a lot of traffic, but the cost per click for such competitive queries will be an order of magnitude higher than for mid- and low-frequency queries. Therefore, my advice is to look for mid-frequency and low-frequency queries, thereby reducing competition and the cost per click for your ad.

5) No negative words or quotation marks

Negative words (download, forum, torrent, free, free, etc.) cut off non-target visitors. And quotation marks in key queries when setting up contextual advertising also help make your advertising less competitive and targeted, showing your ad only to those who request the keyword in its pure form.

Of course, this will reduce the overall number of impressions of your ad, but it will make your advertising campaign better and lower your cost per click.

6) There are no “keywords” in the title and ad text

What to promote with contextual advertising

In fact, there are many niches, and accordingly, many goods and services in these niches that can be promoted using contextual advertising. For example, you can order contextual advertising and promote it as a partner:

1. Information products (video courses, audio courses on repairs, teaching foreign languages, construction, tourism, health, money hobbies, psychology, creating and developing a business, etc.)
2. Online stores (electronics, jewelry, clothing, shoes, perfumes, etc.)
3. Services (distance learning, cosmetology services, trainings, services on psychology, self-development, etc.)

For example, I use Yandex Direct contextual advertising more to make money on affiliate programs and promote with its help:

— Video course on teaching magic tricks

— Video course on club dancing

— Weight loss training

Today I have about 10 advertising campaigns running on Yandex Direct.

And, as I already said, creating, setting up and managing contextual advertising does not take me much time. At most 2 hours a week.

Contextual advertising: training from the pros

Who should you learn the basics, secrets and various subtleties of working with contextual advertising from?

Today there are many specialists who can teach you how to create, configure, place and effectively manage contextual advertising so that it is truly of high quality and brings you profit.

If you really want to learn how to work with contextual advertising. To understand the basics, secrets and intricacies of working with this type of Internet advertising, I recommend going through Ilya Tsymbalist.

Or, in the very near future, have time to get to the essentially unique training “Professional Internet Advertising” from my colleague and contextual advertising specialist Alexander Skorobogatov.

As a result…

As I already said, contextual advertising is an excellent tool for advertising affiliate products and services. In many niches, it is many times superior to my favorite advertising tool - . Therefore, it is worth paying special attention to contextual advertising and learning to work effectively with this wonderful and powerful tool of modern Internet marketing.

Video for a snack...:)

And for starters, a rather voluminous and lengthy video about the basics and intricacies of working with Yandex Direct contextual advertising. Quite an interesting and educational video. Look. I recommend. Especially for beginners.

In the next issue

Next week we will continue the topic of attracting using various Internet advertising channels and consider another effective channel for attracting visitors - advertising on social networks. .

And today I say goodbye to you and, of course, I look forward to your comments, questions and additions below .

Have a nice day and see you again online!

Sincerely, your friend and assistant Bulat Makseev

Issue #119. Where to start studying contextual advertising?

If you decide to plan and control a contextual advertising campaign yourself, it is better to start with knowledge. It all starts with a general understanding of the mechanism. Over time, your knowledge will only grow stronger. For now, we offer you a few questions that you should get answers to first.

Where to work?

• What is contextual advertising and how Yandex.Direct works

How to create a list of keywords and negative keywords?

The keyword is the condition for your ad to be shown. You need to work out all the combinations and variations so as not to miss out on potential customers. No less important are “negative words”, that is, specific conditions under which your offer should not be shown.

• Effective semantic core - subtleties of composition

How to test?

To ensure the effectiveness of ads for an advertising campaign, you need to conduct testing. This will save your money and improve the performance of your contextual advertising campaign.

How to create advertisements?

A well-written ad is the basis of a successful advertising campaign. There are rules that must be followed, and certain subtleties that affect the quality of the ad. You can read about this in. Additionally, you should know how to make routine tasks easier. For this purpose, a contextual advertising specialist will need Microsoft Excel.

You can create ads using automated services based on popular templates. Generation saves a lot of time and takes this task off your hands.

• How to create an effective advertisement according to Yandex.Direct
• Increasing the click-through rate of contextual advertising

How does the auction work?

Understanding the mechanism of the contextual advertising auction entails understanding the formation of the cost per click and successful participation in it. What is the relationship between CTR and the cost per click or placement above? Understanding these points can save you money.

How to use the context network?

You can determine on which sites of the Yandex or Google network your ad will be shown. Payment is made only for transitions to your site, i.e. real traffic.

• Yandex.Direct - contextual advertising placement system

How to set up and manage an advertising campaign?

It’s not enough to make a list of keywords and write an ad. You must clearly understand what results you want to achieve. To do this, you will need to decide on targeting, strategy and display criteria.

• Contextual advertising: tools, settings, operating rules
• How to set up an effective context in an hour. Checklist for the busiest
• 15 recommendations for a successful contextual advertising campaign

What should your landing page be?

The keyword or click shown does not sell the product. What sells your website is the landing page, which must be “ready” to convince a potential buyer.

How to analyze?

First of all, you need to remember two tools - Yandex.Metrica and Google Analytics. It is from the results that you see here that you can form an opinion about how successful and profitable it is.

• Google.Analitics and Yandex.Metrica: compare, use, choose

Why do you need remarketing?

What should I do if a user clicked on an ad but did not proceed? Use retargeting (remarketing) to make him a buyer. Ours was dedicated to him.

• Google AdWords Remarketing Magic: How to Get Better Contextual Results?

How to save your budget?

If you know how to manage bids during an advertising campaign, your budget will be worth the investment. You can and even need to learn this.

How to automate processes?

You can use services to automate the selection of keywords, negative keywords, ad creation, bid management, etc. However, it makes sense to first delve into the mechanism to understand whether it works correctly.

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, create a semantic core and much more.

After all, in the modern world you cannot live without advertising. This was, is and will be the inexorable truth of human development. Something sell, offer, on something earn money, introduce yourself (product, service)– all this requires advertising.

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

From this article, readers will learn:

• What is contextual advertising and what are its types?
• 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 on social networks;
• Where and how to order the creation of an advertising campaign from professionals, and also 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 - overview of the concept + principle of operation using an example 💻

Newspapers, radio, TV, and now also Internet are under the influence of advertising. There are advertisements literally everywhere on the Internet. Search engines, forums, sites, social media, chats– all this is an excellent basis for advertising.

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

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

contextual advertising– this is a tasty morsel for advertisers. Advertising is sold based on the number of clicks. That is, the advertiser “pays” only 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 worth breaking it down into step by step example:

1. User (potential client) in search

Let's say the user wants to purchase hanging chair for living room. He enters the simple phrase “ hanging chair" and presses the search button.

2. Search result

After a few seconds, the search engine produces results that match the request. 70% links will lead to sites that contain information about hanging chairs and to online store resources.

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

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

4. Successful purchase

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 advertisements 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 obtain the following definition of the concept:

Therefore, contextual ads always correspond to the user’s request or relate to his area of ​​interest. Most are created based on key queries.

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

Contextual advertising follows users with 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 Internet in such quantities. Means, contextual advertising is needed.

contextual advertising is a well-thought-out marketing move that guarantees “hot” transitions with a high level of conversion (performing targeted actions). Only those who are unfamiliar with its capabilities 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 quickly finding the necessary product or service, unobtrusively providing relevant information and then making a profit, that’s what contextual advertising is for.

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

This ad is a great choice. unobtrusive interaction seller And buyer. It brings profit to sellers, and saves clients a lot of time, which they could have wasted aimlessly searching for a store, a product and a suitable price.

Main, what you need for a good advertising campaign– is to choose the right keywords and anchors that will attract buyers to the site. These manipulations will save money for the employer and attract really interested visitors.

To identify the main key queries on a certain topic, experts in their field recommend using services such as Wordstat, Yandex.Metrica And Google Analytics, Adwords.

For increase popularity of a particular brand contextual advertising is used very often. This represents the brand on several levels:

• Recognition. Due to frequent “flickering” in search results or on websites, the brand becomes recognizable among the masses. Social consciousness is structured in such a way that if there is a recognizable element, then the majority of individuals position it on the positive side.
• Confidence. This point is quite controversial and depends only on how competently the advertisement was made. If the advertising worked and the client was satisfied with the purchase, the likelihood that he will return increases significantly.
• 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 learn about a tempting offer.

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.
• Payment for impressions. The advertiser pays for the display time spent on a specific target audience.

Depending on the product or service being offered, you need to think carefully about what kind of advertising is best to pay for. But in any case, both 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 on the Internet, among which the contextual one is considered the most advanced, even it has its own varieties.

Type 1. Search advertising

One of the most popular contextual advertising ads those that are shown to users along with search results are considered. This the most effective tool for attracting clients .

Important! Such ads are optimized using headline and text. During development, popular key queries are used.

Each webmaster can create his own contextual ad, since access to resources with which you can learn about popular “keywords” is open to everyone.

With the correct use of a keyword and a good sparkling table of contents, you can get high conversion rate.

View 2. Thematic advertising

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

1. The customer selects key queries to which his ad will respond.
2. Advertising parameters are configured; the cost of the entire advertising campaign depends on them.
3. Placement of advertisements on thematic pages and search engines.
4. The advertisement responds to the user's request.

Thematic advertising allows the advertiser to target his 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. These advertisements are able to attract more attention than plain text, therefore significantly increasing the demand for the product or service.
3. Association. Businessmen who occupy a specific niche in the market often worry about their visibility. Contextual media are capable of creating an association between goods and the manufacturer (seller).

The banner always has a call to action. The user is encouraged buy, look, call or just go to the site and learn more, and the product image facilitates this action.

View 4.

Choose different words and phrases based on the topic of your advertised resource.

Stage 2. Analysis and monitoring of competitors

Stage 3. Compliance with the rules for creating contextual advertising

Let's consider the basic and general rules for composing advertisements in contextual advertising services:

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

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

Stage 4. Compiling and writing a title

Write a headline that is intriguing, eye-catching, and encourages the user to read. You should include the keyword/phrase in the title as needed.

Stage 5. Compiling 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 headlines and give answers to them in the texts;
• enter keywords and phrases into the ad text;

Stage 6. Selection of resource landing pages (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 lands on the page of the web resource you are interested in, and not on the page with contact or other offers.

Stage 7. Setting up targeting

It's important to target your ad correctly. You can configure advertising to appear in certain time(setting by 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).

• 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 clients land on should be clear and convenient.

Sometimes it’s easier to turn to professionals (directors, agencies and companies) who will quickly and effectively place contextual advertising for your product or service.

7. Where to order contextual advertising and what is its cost - review 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 running contextual advertising (what is the cost of contextual advertising services) for each of these companies.

1) iConText

The company is distinguished by having 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 query. 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 queries in the “portfolio”, some of them may be more relevant, others less so. The arithmetic mean is calculated, which increases the chances of winning the auction and increases the advertising campaign performance by 20% .

Minimum cost of contextual advertising, with which the agency begins to cooperate with customers, is 50,000 rubles . The price for 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 provide similar services yourself in the future.

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 Google, on which advertisements are placed.

Expenses for contextual advertising This agency's solutions directly depend on the client's needs. The amount from which they begin cooperation is not indicated here. The client who contacted this agency pays exclusively per click, that is, for the number of transitions.

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

The auction is carried out 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 cooperate with them.

3) Registrature.ru

This company works with many advertising services. In addition to the three main ones, it cooperates with K*50, CoMagic, MyTarget, CallTouch. Every year they give presentations on online marketing promotion. They also offer SEO optimization services for web resources.

8. Features of setting up contextual advertising 📎

Automated resources, of course, simplify setting up targeted advertising, but everyone should understand the basics - from beginners to professionals .

You can find a lot of tips on the Internet that will help you set up profitable contextual advertising. Some of them are great for helping beginners, while 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 main search results field."Guaranteed."
• Advertising is located on the right side of the search results."Dynamic".

Advertisements are placed under “guaranteed”, 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 “special placement” or “guaranteed impressions” positions, but not everyone can be lucky, because everything is decided at the auction of bids

In addition, the quality of the advertising text influences the results.

8.2.

• Targeting There are several types of targeting settings:
• Geographical. This position allows you to customize your ad so that it is shown to residents of a specific city.
• Hourly. The advertiser has the ability to set up an advertisement so that it appears at a certain period of time.

Behavioral factors.

This type of targeted advertising allows you to track user interests. By analyzing the browser history, the system receives data according to which it offers a specific product or service.

8.3.

Advertising on thematic platforms

When setting up an ad, you can choose which sites you should post ads on and which ones you should avoid.

• 8.4.
• Number of ad clicks

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

Automatic budget allocation will help eliminate such misunderstandings and make advertising much more effective.

8.5.

"Negative words" «-» If the ad contains words with a sign

, then users who are not the target audience will not be able to see it.

Important! For example, the store offers new laptops and accessories for them. Therefore, users searching for “used laptops”, “used batteries” will be considered a non-target audience.

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

8.6. Control Changes are constantly taking place on the Internet, especially when it comes to contextual advertising systems. Every day there is a fierce struggle for high positions., Advertisers, raise the stakes.

improve their ads

change the pricing policy per click

These processes should not be left to chance; if you hesitate a little, good advertising positions may be lost.

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

9. How to create a semantic core for contextual advertising - collecting synonyms 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. After all, the number of impressions and the level of competition directly depend on the selected queries.

Semantic core

is 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 to many, and almost an impossible task for beginners, but, nevertheless, there are ways that will help in this matter. There have long been step-by-step instructions for selecting a semantic core.

Step #1.

Preparatory At this stage it is worth preparing to create 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 into columns First

What you need to do is create a table with key queries. In the first column

write down a product or service, that is, what the entrepreneur offers. It is worth recording all the word variations that users search for in search engines. intended to indicate geographic location. Its users also point differently.

For example, if we take the city of St. Petersburg, then Internet users can indicate it in the search bar as follows:

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

Users may deliberately abbreviate words for ease of use. Sometimes this is not global in nature, but in some cases this point is worth taking into account.

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

The variability of keywords should be taken from your head. You need to think about what criteria and queries users use to search for information. If you run out of thoughts, you can move on to services that help in selecting key combinations of words.

Yandex Metrica and Wordstat, Google AdWords and Analytics, – these services should not be ignored, because here 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. Select keywords for contextual advertising using the Promotools.ru service Use conditional " multiplication

" to create all possible variations of key queries. Doing this manually takes a long time, so it is common to use a key query generator. Eg , 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 display all possible combinations.

Step #3. Remove unnecessary requests After the system automatically generates key queries, there can be about a thousand of them. Most of them can safely be considered "

garbage " and delete . 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 service that helps remove all irrelevant queries.

“Minus 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 words in groups that make up the queries. Groups of words that don't answer consumer interests, it is necessary to mark and save in a separate document - these will be the very “minus words”.

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

Step #4.

Grouping and segmentation of key queries

Step 4. Sort keywords into 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 could be keywords that contain the phrase “St. Petersburg”. The second group could be queries with the word “inexpensive”, etc.

Each group of “keywords” should be written down on a separate piece of paper. When all key queries are sorted into their groups, the process of creating a semantic core can be considered complete.

Step #5.

Taking 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). Google AdWords works a little differently.

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

To prevent errors that may occur due to human factors, you can use automatic services. (For example, service htraffic.ru Second What you need to know when working with Google –

this is the absence 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 pretext will simply not see the advertisement. And such users are the majority.

Composing a semantic core is not so difficult. It is much more difficult for contextual advertising services to please your advertisements. – 10. What does the cost of contextual advertising depend on - 2 main factors 💸📋

Cost per click

This is the amount that the advertiser is obliged to pay for the user to switch to his resource.

This indicator 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 rated slightly lower are, entertainment(products with a pricing policy from 100 to 1000 rubles).

Factor 2. Advertising setup

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

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

To increase advertising effectiveness And reduce cost per click you need to know how to do it right set up an ad. Only then, even in the most expensive segment, can you count on the maximum number of transitions with reasonable financial investments.

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

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

It's also not worth it ignore the level of competition when calculating pricing policy. There are special services on the Internet that show the number of competitors by specific request And average cost per transition.

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

You can only check for free 10 requests per day, but after registration you will need to deposit approximately 15 rubles into your account as a guarantee that the user is not a robot.

11. Contextual advertising on 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 product offered.

“Disadvantages” (−) of contextual advertising on social networks

1) Difficulty tracking

2) Features of creation

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

3) Cost

05/17/14 28K

What is contextual advertising?

Context in Latin means connection or connection.

Displaying contextual advertising is always relevant to a person’s request or area of ​​interest that intersects with the topic of the advertised service or product. This method of selecting advertising greatly increases the likelihood of a response to the ad.

Why do you need contextual advertising?

Context is quite common in situations such as:

• Product promotion;
• Advertising of services;
• Increased sales;
• Introducing new products to the market;
• As an effective complement to the main advertising channels outside the Internet.

Contextual advertising on the Internet is an ideal and unobtrusive option for cooperation between buyer and seller. Once you “tell” the search engine about your desire to buy something or order a certain service, you can immediately receive a response with the phrase: “order from us.”

Accordingly, the main task when drawing up a selling advertising campaign is to select keywords and anchors that will attract interested buyers to the site, saving money for the advertiser, who is interested exclusively in the target audience.

Services such as Google Analytics, Yandex.Metrica and Yandex.Wordstat will help you study and understand the audience, as well as select key phrases for contextual advertising.

Contextual advertising of any format is used very widely and massively to increase brand popularity. She can easily turn a new product into a very recognizable brand.

In this case, it makes sense to order contextual advertising and pay not for each click received, but for the number of impressions. A contextual advertising service like Begun is perfect for conducting such advertising campaigns.

Advantages and disadvantages of contextual advertising

Contextual advertising giants such as Google AdWords, Yandex.Direct and Begun have already gained enormous popularity and are ready to provide their audience with a wide range of ads on different topics and work with automatic detection of interests, as well as page topics.

• When displaying contextual advertising, the interests of users are taken into account based on the parameters of entering a query, viewing pages, personal interests and history of search activity;
• The ability to use geotargeting and choose when to display ads to users. Thus, the contextual advertising you ordered can be displayed at a strictly defined time of day;
• Wide coverage of audiences and Internet resources in a variety of areas.

1. The most noticeable disadvantage of contextual advertising is their constant clicking. Such actions are carried out not only by competing advertisers, but also by unscrupulous webmasters whose goal is to earn additional income. Such actions lead to a decrease in advertising effectiveness and additional costs;
2. The cost of a click in a really highly competitive topic can reach $10 or even more. Some advertisers are not ready to spend that kind of money, following the desire to get to the most profitable advertising position. As a result, everyone loses;
3. Recently, when sites are spammed with advertising, users have become terribly annoyed by it. Moreover, it greatly interferes with the search for the necessary information;
4. Many users install various programs and plugins to block impressions of contextual ads; therefore, not all users will be able to see your ads.
5. Links from contextual advertising systems are encrypted or work using a redirect, which is of absolutely no benefit to the site in terms of promotion. It is quite obvious that such links have no effect on the position of the advertised site in search results.

The most popular contextual advertising services (Yandex.Direct, Google AdWords, Begun) - basic information for beginners

The above pros and cons apply to all three of these contextual advertising systems, although each has its own operating principle.

Google AdWords contextual advertising has a very good ad selection system that takes into account the interests of users, their preferences and activity when typing certain queries.

If there are no relevant queries to be returned in the search, the advertising context is selected taking into account personal interests. This is perhaps the main advantage of contextual advertising on Google.

Yandex.Direct has a narrower search direction, focused exclusively on search phrases, and if there is simply no advertising for a certain request, it is not displayed in the search.

Yandex has just started experimenting with the selection of ads, like Google, but it still takes a very long time to fully implement such a system.

Setting up contextual advertising - basic information for beginners

There are a lot of secrets for setting up advertising campaigns and on the Internet you can read not only something really important, but also a lot of thoughts that for several years have not had even minimal effectiveness confirming their significance.

We will only focus on the main points of setting up contextual advertising, which can really help reduce costs and increase the effectiveness of an advertising campaign:

• The correct approach to the selection of keywords that will be used in the preparation of contextual advertisements;
• Geographical indicators are very important so that ads are not clicked by citizens of another country or distant region;
• Setting show times;
• Setting up a budget for an individual ad and daily spending;
• Disabling unscrupulous sources from which advertisements are clicked;
• Demographic features.

Yandex.Direct - advantages, disadvantages, features

Yandex.Direct existed back in 2001 as a service for low-budget companies and was designed only for impressions. After 2 years, the system was completely improved and pay-per-click was introduced:

Advantages:

• Availability of geotargeting;
• There is no additional cost for targeting;
• A huge share of advertising is designed strictly for search traffic, and not for placing advertising on the site.

Flaws :

• Cumbersome statistics interface;
• It is not possible to display ads for queries that include more than 5 words;
• There is no effective automatic bid management;
• The title line and text of the contextual advertisement are too limited in size;
• You cannot download advertising campaign statistics into Excel.

Runner - advantages, disadvantages, features

Advantages:

• Original design;
• Convenient usability;
• Huge audience reach;
• Possibility of automatic bid management;
• 9 ways to pay for advertising services;
• Detailed information on any ongoing advertising campaign;
• Convenient preparation and uploading of reports;
• Plenty of space for announcements;
• Availability of an affiliate program.

Flaws .

In order to start working with contextual advertising, you need to understand the basic meaning of its purpose.

At one time, when I was just starting to work with contextual advertising, my mother asked me:

What do you do at work?

At that time, I was already working at the agency and was an intern. It was not easy to get this fundamental meaning into her head... But I found one simple example that absolutely accurately deciphered the whole essence of contextual advertising.

Let's imagine.

You got up early in the morning and are in a hurry to get to a meeting. When you drive out onto the highway, it becomes clear that there is still time to drink a cup of espresso, and then right on the road you will see this:

I think most likely you will turn in to have a coffee!

Only, unlike this example, the arrows are posted not on the highway, but on various sites on the Internet.

What is Yandex Direct

This is a system that allows you to place contextual advertising on Yandex and on the sites of its partners. Ads are displayed based on a request in a search engine (Search advertising)

or on thousands of other sites where a potential client may be located (Classified Advertising).

In other words, we can show your ad in the first positions of Yandex tomorrow if you do everything written in these instructions!

What is Google Adwords

Again I want to remember about pointers and arrows).

Let's imagine that we see a super creative sign that generates strong interest in the product! For example, we see an advertisement for a Ford Mustang!

We see it from afar and are happy because we want to see these monsters live.

But there is one thing... As we get closer, we realize that this sign is located above a garage cooperative for lovers of restoring old Ford Mustangs. One of the owners bothered with advertising to sell his Ford.

This, of course, is a very far-fetched situation, but in my practice this is what happens!

What are the advantages and disadvantages of contextual advertising?

Now let's talk about the most interesting part!

The main advantages of contextual advertising:

Quick launch and first results

Convenient for calculating economics and profitability

Massive involvement of the target audience

Quick checks

Let's look at each of the points.

Quick and easy launch of contextual advertising

These numbers are displayed provided that the specialist does everything correctly:

But now we are talking about correct and high-quality tuning.

Why is 2-3 days so fast?

Why is contextual advertising better than SEO promotion?

Compared to organic SEO promotion, this approach is really fast! In SEO, you can reach such high positions in at least a couple of weeks (for low-frequency queries).

Compared to SEO, you don't need to create a huge website (with a lot of pages).

I'll tell you a secret!

You can start even without a website! This can be done using Yandex Business Cards! In other words, without having a website, we can reach the top three Yandex results for any request.

Contextual advertising, convenient for calculating savings and payback

One of the strongest advantages of contextual advertising is the ease of calculating effectiveness.

Such easy settings will be enough to calculate the cost of attracted applications or calls.

But if you want to work with deeper numbers like ROI (return on investment), ROMI (return on marketing investment), DRR (ad spend to ad revenue), etc. , You need

In other words, we can easily download statistics on advertising campaigns from the interface and generate a report for analyzing advertising campaigns.

Here's a small example of how this can be done:

Here it is clearly clear what day:

how many transitions did we receive (Clicks)

how much did the transition cost (CPC)

what was the consumption per day (Consumption)

how many applications were there, how many calls were there, and how many of both were there (Appeals)

how much did one call cost (CPO)

what is the website return (CR)

Contextual advertising is convenient for optimizing and increasing advertising costs

After generating such a report, it becomes clear to us how to influence this or that figure.

For example, we can reduce the average cost of one click in contextual advertising.

Thus, we will reduce the cost of one targeted action from the site, due to the fact that we will purchase clicks much cheaper.

Or, for example, increase the number of clicks per day by expanding the limits on daily spending in contextual advertising.

Contextual advertising as a tool for mass involvement of the target audience

The next very cool advantage is mass availability.

Returning to you with thematic contextual advertising, we immediately discover tens of thousands of sites for distributing our product.

Just imagine that the audience coverage in the Yandex advertising network is approximately 50 million people.

And many simply do not take advantage of this opportunity.

I’m generally silent about Google. This is a global search engine that has launched its tentacles into almost every area of ​​the world Internet.

The most important thing is to set it up correctly!

Fast clients from contextual advertising

This advantage is the most significant among all entrepreneurs.

There is only one reason for this - People type in what interests them here and now!

Here's a simple example.

A man's gearbox broke down on the highway. And he urgently needs a tow truck!

Where will he go first for help?

I think in a search engine.

Obviously, this person is ready to pay right away to get help.

Accordingly, the transaction cycle is 1-3 hours (until the tow truck arrives, loads and delivers).

You can come up with as many such examples as you like!

Disadvantages of contextual advertising

This is all very cool! But few people want to talk about the disadvantages of context.

All aspiring startups get into contextual advertising, pour money into it and don’t understand why they are constantly in the red.

I want everyone who has never tried this type of advertising:

It's not cheap and doesn't always pay off

It's not suitable for everyone

You won't always be at the top of search results

Contextual advertising is not cheap

There are very few niches where they are not already placed in contextual advertising. This is logical based on such a large number of advantages.

For example, a septic tank niche (autonomous sewers for a summer residence)

This screenshot is from the Yandex Direct interface (Yandex contextual advertising).

Based on these data, the minimum cost of transition is 264 rubles (in reality it will be slightly lower).

Now let's do the math.

To receive one application from a site, on average, it takes about 30 clicks (for an average site.

30 (clicks)*264 (rubles, cost of one click) = 7920 rubles (cost of one application)

And very often, in order to make a sale, you need at least 5-6 applications from clients (on average).

Thus, the cost of one ready client who will pay money will be 47,520 rubles.

Contextual advertising is not for everyone!

Now let's imagine that your business is a grocery store. No contextual advertising will help here.

The point is that customers have an idea exactly where to buy products. They simply have no need to go to Yandex or Google to find information about prices for milk or buckwheat.

If it’s clear how to find a product without a search engine, there’s no point in getting into contextual advertising.

You won't always be at the top of search results

Now, I will refute the most popular argument of many entrepreneurs.

It is impossible to win the desired position in the search results every second, due to changes in three main indicators for all auction participants:

The CTR (click-through rate) changes every second, as the same ad may or may not be clicked on.

The conversion rate changes every second, in accordance with the change in CTR, since these 2 indicators are in the same auction formula

Quality Score is a more stable indicator and is formed from historical data on the effectiveness of advertising campaigns. But it also changes over time.

Based on this, we can say for sure that with the help of contextual advertising you cannot lock down one position in the search results for the entire duration of the advertising campaign.

Many people believe that if you place the maximum bid, the position will be 100% reserved. But if, for example, an advertiser with a higher CTR and the same bid comes in, the advertiser will be forced out of the position.

I propose to dive deeper into studying the issue of how contextual advertising works.

First, I want to look at the Yandex search advertising auction.

Quality factor

Conversion rates

Ads with the best indicator are included in special placement (this is the name of the block immediately below the search results)

and in the block of guaranteed impressions (this is the name of the block at the bottom of the search results).

The rest of the ads can be included in dynamic impressions (on the second and subsequent pages of the search results), where the probability of display also depends on these indicators.

To calculate CTR, a forecast of the probability of clicks is used.

It's based on your keyword's historical impressions and clicks (as well as other metrics).

The quality factor is determined by: the relevance of the ad to the search query, the relevance of the ad to the landing page of the site, etc.

Each ad participates in them with its own bid - the maximum amount that the advertiser is willing to pay for a click.

The cost per click is greatly influenced by competition from other advertisers. The more and richer they are, the more difficult it is to advertise next to them on search engine results.

Here we are not fighting for positions in the search results. We are fighting for the number of sites on which our ad will be shown and the audience on these sites.

In a word, this is called coverage.

When displayed on networks, the audience reach depends on the cost of the click. The higher the cost per click, the more people can see your ad on Yandex partner sites.

The ads themselves look a little different. Here is an example of a YAN ad in Yandex mail.

Other rules are very important here:

Bright headline

Short and clear sentence

A beautiful picture (it’s not shown in the example, but it’s better to include it)

We write advertisements, taking into account all the capabilities of contextual advertising systems

Setting the conditions for displaying ads

Now, in order.

In order to understand which search engine is more likely to have demand, they use different types of schedulers and demand check systems.

To enter the forecaster, you need to have Yandex mail.

Calculation of advertising budget:

We enter the region in which the advertising will take place (note that it is possible to display advertising very narrowly, right down to the city).

The last step is choosing keywords for

A step-by-step algorithm for these actions can be found.

Selection of key phrases.

The most popular service for selecting keywords is https://wordstat.yandex.ru/.

This service is convenient because it allows you to understand how many times each word is entered per month.

For example:

In the left column we are shown phrases related to the request “plastic windows”, which were entered by people throughout Russia over the course of a month (the region can also be configured).

When selecting words, it is important to use (they remove unnecessary queries from the displayed list). The most popular operator is , which I advise you to immediately enter into wordstat to exclude unnecessary words.

Also in this service you can see the seasonality of demand for each key phrase.

Automation systems are also used to select words.

Such systems include KeyKolllector.

Here is the result you can get.

In the column I have highlighted, it is immediately clear how much you will need to pay for monthly continuous promotion, for individual positions in the advertising block.

Therefore, for those who want to be yours in search results, you need to pay more.

To calculate your budget for Google, you can go in 2 ways:

Reduce the amount received in Yandex by 8-10% (this is a very approximate adjustment, since on average advertising on Google is cheaper by this percentage)

Or go through the same steps but in a different planner - https://adwords.google.com/intl/ru_ru/home/tools/keyword-planner/

Unlike Yandex Planner, Google guides you step by step and you definitely won’t get confused.

Creating a contextual advertising campaign

Let's look at Yandex Direct.

At the first stage, preliminary settings are carried out:

Phrases optimization

2. Notifications

   Special Settings

Now let's go in order.

A very important setup step. The fact is that the matter does not end with the launch of advertising. At the second stage, analysis takes place in analytical systems, and if we do not understand from which audience segment orders are coming, it will be difficult for us to manage advertising in the future.

Typically, basic advertising settings parameters are included in the campaign name, such as:

Campaign type (search or topical)

Geography of displays

Keyword segments (for example, dedicated only to a specific section of the site)

It’s also better to name campaigns in English letters.

This is necessary because data is pulled into analytical systems from the referral tail of the link that the user clicked on. Sounds complicated!

This name will be displayed equally correctly in Yandex Metrica and Google Analytics.

Advertising schedule

We must immediately decide at what time and days we will advertise.

In the future, the settings can be adjusted very flexibly (this is one of the strongest advantages of Yandex Direct).

We can choose any day and time! But there is one thing... Displays must be allowed for at least 40 hours on weekdays.

Geotargeting

Also a very important setting. If you miss it, you can accidentally waste money on an unnecessary region.

For example, you only need the Moscow region, but in stock the settings are available throughout Russia!

It should have looked like this:

If you need to remove any individual cities, then simply uncheck them.

Also in the settings you can adjust the rate for individual cities!

Don’t check the “advanced geotargeting” box unless necessary!

Here is a short explanation of this function in Yandex Direct support (https://yandex.ru/support/direct/) - Advanced geographic targeting allows you to display ads when searching for queries that include the name of the display region, even if the user is in a different region. For each request, Yandex search automatically determines the region of interest to the user.

Managing ad impressions

This function determines how bids will be managed in the advertising account.

First and probably most important!

Be sure to separate your campaigns into search and theme campaigns.

This is very important, because these types of campaigns participate in different auctions (with a mixed type, a mess happens).

In this article I will describe the basic things that must be included in Yandex Direct ads (many of them are similar to those in Google Adwords and it will be quite simple).

Here is an example of a well-written ad for the topic of plastic windows.

It takes into account the following points:

Ad group name

Announcement text

Virtual business card

Now let's look at each of the points.

Ad group name

Typically, the ad group is named based on the keywords it promotes.

In this example, the promoted keyword is plastic windows.

Ad title

One of the basic rules for writing an ad is the relevance of the title to the keyword. In other words, “Title = Keyword.”

Why is it important:

In this case, the title will be highlighted in bold

The auction entry rate will be reduced (we follow the editorial rules for writing advertisements from Yandex Direct)

The CTR will increase, because the ad will be more visible

Second headline in ad

It is better to write the second heading based on the main advantages of the product or service. The fact is that the second header will be wrapped on the line along with the first:

And we get a double effect:

The ad is more visible

The ad is more selling

Announcement text

There are several mechanics for writing ad text.

One of them is the “fat cloud”. This approach allows you to make your ads more visible by including key queries!

In my example, the first part of the text contains the word “Plastic windows”.

In the search results, keywords will be highlighted in bold.

The rest of the ad text is filled with benefits and calls to action.

Landing page

When choosing site pages, it is important to provide a relevant response to the user to the key query that he entered.

For example, if the query is “cost of installation of plastic windows,” you should not go to the main page. Most likely, a person will not find information about the cost of installation on the first screen and will leave. In this case, you need to select the appropriate page on the website dedicated to the cost of installation.

A person makes a decision whether to stay on the page or not, on the first screen.

UTM tag

The most fundamental thing that should be present in any type of online advertising. With it we can:

track the impact of specific ads

track the performance of individual images

track the performance of individual keywords

influences the cost of a keyword

keywords need to be checked in wordstat.yandex.ru so that ads for it are launched (if no one enters the keywords you came up with, it will be assigned

Negative words

The main purpose of negative keywords is to limit impressions for the selected keyword.

For example, by putting the query “plastic windows” in the list of keywords, we can appear for the query “plastic windows reviews”. If there are no reviews on the page where you want to direct traffic, this word needs to be sent as a negative word.

There can be thousands of such words!

Yandex Metrics segments

In the first two cases, we create an audience that visited our website, but did not complete the target action (did not call, did not leave a request). Our advertisement will follow the site visitor across all YAN sites.

In the third case, we create the audience ourselves.

For example, we can select a certain point on the map and.

Using this tool is a must!

The fact is that the client makes a decision after studying 4-5 sites on the Internet. Retargeting makes it possible to remind you of yourself all the time.

The next step is to place a bid.

How to set the correct bid in contextual advertising.

In order to set a bid, ideally know all the business indicators:

website conversion

conversion of Internet traffic into sales

After this, it’s worth building a decomposition in which it’s easy to calculate what bet you need to set to start.

In the service itself

the necessary formulas are sewn up and

business stages and indicators that need to be entered are visually delineated.

As a result, you will receive your economically advantageous rate, which will give you a net profit.

But in reality we see real auction rates

and shock.

In this case, in order to be in first place in Yandex, you need to pay 1000 rubles for one click!

No economics will allow us to be in this position.

Yandex and Google check every ad and every site before they put it up in their advertising auctions.

the basic rules for posting are described in this guide - https://yandex.ru/support/direct/moderation/adv-rules.html

Payment for advertising placement

The last step is to top up your ad account budget.

It is important to understand that the replenishment amount will be divided into 2 parts:

The amount that will come to the account

VAT amount

After that, select the payment method.

Yandex Direct has 6 payment methods as an individual:

Yandex money

• Bank card

  QIWI Wallet

  Cash at the bank

  PayPal for individuals persons

A Legal Entity has only 2 options:

Rubles from a bank account

Corporate bank card of a legal entity

How are contextual advertising campaigns carried out?

After paying for the funds and passing ad moderation, contextual advertising will begin showing.

You can view campaign statistics in performance reports (it doesn’t matter whether you use Yandex Direct or Google Adwords).

How to view statistics in Yandex Direct

In Yandex Direct this can be done in several places. The easiest way is to go to the advertising campaign level and look at the statistics.

Statistics by day

General statistics

Phrases by day

Statistics by region

Statistics by site

Statistics on search queries

Or create your own report in the Report Wizard.

Depending on the selected report, we can select different statistical columns.

How to view statistics in Google Adwords

In Google Adwords, statistics are available on the first screen of the interface

Compared to Yandex Direct, Google Adwords provides more opportunities in its statistical sections.

We can look at efficiency statistics:

Ad groups




Depending on the report tab, the columns may be different.

Basic analysis of effectiveness in contextual advertising

Here are 4 indicators that must be taken into account when analyzing contextual advertising:

• CPA (may also be called CPO/CPL)

If you want explosive and beyond profitable results, I also recommend that you understand what it is:

Now let's go through each of them:

CTR




CTR = number of clicks/number of impressions*100%




This indicator determines how attractive your ad is written. If the CTR is low, it means the audience is not interested in the offer.

Add all extensions to the ad so that it takes up more space in the ad unit (clarifications, quick links, etc.)

Change the offer to a more profitable one

Rephrase the ad to make the offer look better than competitors




The system must take into account the basic rule - the proposal must be interesting to users. Otherwise, the search engine will no longer be trusted and used.

The lower the CPA, the less money we need to spend for the same number of applications/calls from clients.

The ability to work with a CPA gives you access to this opportunity.

To learn how to manage this indicator, you need to ideally understand how it is influenced

How does CPC affect CPA?

If the site conversion does not change, then by lowering the cost of transition we will reduce the advertising budget and lower the CPA

How does CR affect CPA?

Website conversion is one of the most important indicators when managing CPA.

Increasing website conversion by at least half a percent results in a significant reduction in the cost of targeted actions on the website!

How to lower CPA:

Change the offer on the site

Lower CPC

Improve website usability

Rewrite the ad so that it fully corresponds to the content of the site

Add more capture forms to the site

Place a call back on the website

Make dynamic content on the site

Professional analysis of indicators in contextual advertising

If you really want to become a guru in contextual advertising, then you need to go deeper into the sales funnel.

That is why I will tell you a few more indicators.

Requirements for analysis:

DRR (Share of advertising expenses)





When working with this indicator, you must take into account the average bill of services sold, and strive to redistribute the advertising budget towards expensive goods.

ROMI (Return on Investment on Marketing Expenditures)

Calculating return on investment is most often used by professional financiers.

But in large campaigns you can’t do without it.





To calculate this indicator, you must have end-to-end analytics configured on your website.

Contextual advertising optimization

Having studied all previous indicators, we can begin to optimize contextual advertising costs.

There are 2 optimization methods:

• Automated

Manual optimization of contextual advertising

Manual optimization relies heavily on knowledge of Excel basics.

Tables are our everything!




Before starting work you need to check:

Let's look at the easiest way to optimize Yandex Direct.

If all the goals in the metric are configured correctly and you have done everything according to these instructions, then the following will appear in Yandex Direct reports:

Conversions (this is the number of targeted actions on the site that were completed)

Target price, rub. (this is a CPA)

If the target price for a certain advertising segment (keyword, ad, etc.) is too high, then we dig deeper to understand the reason.

Here is an example of a campaign in YAN.




Let's get into the site report and see this picture.

Obviously, the e.mail.ru site brought only one conversion for 1,900 rubles. Compared to other sites, it is very expensive.

The situation at the mail.yandex.ru site is even more deplorable. There, for 1,500 rubles we got nothing at all.

Such sites can be excluded when displaying advertising in the advertising campaign settings.




In Google Adwords everything is just as simple.

A remarketing campaign was launched and it is obvious that it is not entirely successful and it is better to stop it.

Automation of contextual advertising

Automation of any processes in business makes life much easier. It’s the same story with contextual advertising.

If we consider automatic adjustments in contextual advertising, you can go in 3 ways:

Use your own management developments

Use ready-made solutions to automate other campaigns

Automation inside Yandex Direct

There are automatic strategies that remove the advertiser from the process of managing advertising campaigns:

average cost per click (fixes the cost per click due to automatic adjustments)

average conversion cost (keeps CPA within certain intervals)

average return on investment (manages ROMI from advertising)

weekly click package (redistributes budgets to get the desired number of clicks under given budget conditions)

Unfortunately, the automation proposed in the Yandex Direct interface is not very popular due to its low efficiency. But overall, the tools are working in the right hands.

Automation also includes adjustments to bids at all levels (gender, age, time, etc.).

Automation in Google Adwords

Everything is much more fun in Adwords:

there are automatic rules

automatic strategies

rate adjustments

creating your own control scripts

I won’t go deep, but I’ll tell you about each in a few words.

Automatic rules in Google Adwords

They are configured in the interface in the “Automation” tab.




You can configure your own rules on different report tabs.

The main advantage is that by setting up a rule, the system will perform the task of adjusting advertising campaigns at the right time.

The main disadvantage is that these operations will not be performed more than once an hour and for one action you need to make a separate rule (if you want adjustments every hour, make 24 rules).

Automatic strategies in Google Adwords

These strategies are very similar to Yandex Direct strategies, but more effective (perhaps because Adwords has been around longer and is more mature).

These include:

CPA optimizer (if there is a high chance of getting a conversion, the bid increases to 30%)

Target position on search page

Target winning percentage (strategy aimed at competing with certain domains in search results)

Maximum number of clicks

Third-party contextual advertising automation services.

Such services include:

Typically, automation in these systems is based on bid adjustments relative to advertising performance indicators.




Eg:

You have a high CPO. The system will analyze keywords and campaigns and turn off unprofitable ones automatically.




Also, such services allow you to generate a huge number of ads in a couple of seconds. Such services are called generators.




How to find a good contextual advertising specialist.

And now we come to the most important thing.

If you are an entrepreneur, you hardly have time to do everything that I described in the article with your own hands.

I wrote this article specifically so that you can use it as a checklist for checking any “Directologist”.




Here are a few questions I would ask a specialist to understand his level.

Can he work with Google Adwords?

What contextual advertising automation systems did he work with?

Does he know how to work with (even if you don’t have them)

Can he import expense data into Yandex Metrica or Google Analytics?

Will he be able to provide daily performance reports up to the CPA level (at least)

Can he set up dynamic remarketing in Google Analytics or smart banners in Yandex Direct?

Can it work with Google Tag Manager?

Let him tell you how he will calculate the cost of the bid for advertising campaigns

Or ask any question based on my article (he should definitely know everything that is written here).

If he has reasoned answers to all this (or better yet), then it’s worth starting to work with this specialist!

I hope my article was useful to you. Save it as a reminder and try contextual advertising if you haven’t already!



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