Contextual advertising is a text ad that appears when a specific search query is entered. Thus, the ad is placed on pages with a specific topic.
The advantages of this type of advertising were appreciated by many site owners, because such ads do not annoy users, but rather attract them to a particular service or product.
Of course, not in all cases there is the possibility or desire to contact specialists in website promotion. In this case, contextual advertising is carried out independently, which has its advantages:
- the possibility of a detailed study of the ads, creating them in accordance with key requests;
- absolute control of the budget allocated for advertising;
- prompt transfer of funds using well-known systems (for example, through Yandex.Money);
- the absence of the need to transfer finances to specialists, which sometimes takes several days, which means that conducting contextual advertising is postponed for this period.
Of course, there are drawbacks to this choice:
- all decisions have to be made independently, and it is difficult to get professional advice in this case;
- the difficulty of evaluating the results using web analytics;
- the risk of inefficient budget spending.
If you have decided to conduct contextual advertising yourself, we highly recommend that you first study all the issues and nuances. If possible, you can attend paid or free seminars.
System of automated management of contextual advertising (SAUKR)
This type of system is an add-on over the main system (Begun, Yandex.Direct), which allows for more efficient contextual advertising.
There are no special alternatives to SAUKR on RuNet, since other types of systems (R-Broker.ru, eLama.ru, TNXcontext.ru, Blondinka.ru) are only formally agencies, but they do not do the work for the user, but only expand the range of opportunities. SAUKR, in turn, forces Yandex.Direct to improve functionality.
As mentioned above, contextual advertising is most often placed on Yandex and the Runner. The number of impressions in these search engines depends on some nuances:
- weekdays or weekends;
- position of the ad (above the search results or to the right of the queries);
- the quality of the selection of key phrases (determined depending on the subject of the site);
- seasonality of demand for a product or service.
Starting conducting contextual advertising, you need to perform the following actions:
- selection of keywords by which your advertisements will be displayed;
- compilation of an advertising text ;
- selection of landing pages to which the user lands after clicking on an ad;
- setting the characteristics of the advertising campaign, including the choice of region and time, display strategy and more;
- monitoring the advertising campaign and making adjustments, if necessary.
Contextual advertising is placed on the Runner in an identical way, and the effectiveness depends only on correctly compiled ads and settings.
As you can see, there are no particular difficulties here, but we advise you to study the requirements of each search engine so that you do not waste time fixing errors later .