To search for information on the Internet, users interested in goods and services enter their queries into the search engines - keywords and phrases. Each request represents the needs and desires of a particular user of the search system. These queries are analyzed by search engines, based on which search results for sites suitable for the user are displayed.
contextual advertising
To understand what contextual advertising is, it is necessary to consider its main features:
- Contextual advertising is shown only to users who may be interested in it.
- The advertiser pays only the user’s click on the advertising link, and not the time it was displayed.
- The advertiser determines the cost of the visitor going to his site.
- Impressions of advertisements take place depending on the cost that the advertiser pays to click on it.
- The dependence of the advertising campaign on the audience of the impression, since the submission of advertisements is based on user searches.
- Clear control over the effectiveness of the ongoing company. The number of clicks from advertisements to the site is easily calculated. At the same time, an analysis is made of both the advertising platform and the advertisement itself in relation to the number of its impressions and the number of clicks from it.
- Fast return on investment.
Search Query Analysis
The benefits of receiving and analyzing input search queries for any business operating on the Internet are enormous. Thanks to the analysis of these requests, emerging lines of business are highlighted, and the product adapts to the target audience of users. As a result, the site advances in the search engine in the first lines of the rating and gets the opportunity to be viewed more often by visitors.
For example, a company sells microwave ovens. To find her site on the Internet, the user must enter the query "buy a microwave."
In order for the company’s website to be as high as possible in the search results, the keywords placed on it should be as relevant as possible (correspond to the niche occupied by the company). Then he will get ahead of general topic sites, and he will be visited by more potential buyers.
How to choose keywords
A very easy-to-use, but very powerful in its characteristics tool that simplifies the search for keywords in Yandex, offers the keyword planner Yandex. Wordstat.
On the main page "Yandex. Wordstat" there is a line for a keyword, a number of switchable functions and a button "Select". The key phrase for the search is entered into the line, and the “Select” button is needed to launch it.
Important points:
- in the line it is allowed to use keyword operators;
- You can also exclude unnecessary words directly in the line.
To refine the search, it is useful to always indicate the region in which the product or service will be searched. Indication of a whole country as a region usually gives a very large selection of options, so it is better to limit yourself to cities.
After choosing a city, you must put the switch in the "according to words" position and press the "Select" button. A table of two columns appears on the screen.
On the left are those phrases that fit the entered query, and on the right are words entered by users along with our query. That is, this column contains keywords that also need to be included in the list. In the same Yandex service, you can study the history of requests and determine demand for any period. To do this, you only need to put the switch in the "Query History" position.
Assessing the information received, you can flexibly change the contextual advertising strategy, making decisions on how to conduct advertising campaigns in each specific city.
A convenient plug-in aimed at selecting keywords has been developed for Chrome - the Yandex Wordstat Helper service, which significantly saves efforts and time for searching keywords in Yandex. It can be installed from the Chrome Web Store.
What is Yandex.Direct
This is a system for placing ads in the Yandex advertising network and its search engine. For each specific user, these ads are individual, because for their placement, the system uses those search queries that this user entered into the system earlier. Therefore, such advertising is contextual.
Yandex.Direct simultaneously displays advertisements not only in Yandex search results, but also on other resources:
- "Classmates";
- "Livejournal";
- Online newspaper "From Hand to Hand";
- search engine "Aport";
- Portal Mail.ru.
How to conduct an advertising campaign
The strategy of a competent campaign for contextual advertising of a product in the Yandex.Direct system consists of three parts:
- study and formation of key requests;
- creation on their basis of effective advertisements;
- analysis of the results.
Key request generation
The first step in the formation of an advertising campaign is to determine the target audience of the advertised service or product, its general characteristics.
The main goal of the advertising campaign is to create active traffic that can only be achieved when working with the right target audience. In case of an error at this stage, the company runs the risk of squandering the advertising budget on low traffic and, as a result, getting the same low efficiency of the entire advertising campaign.
Based on the results of this stage, a search is conducted for keywords in Yandex, which are formed from the characteristics of the advertised product. Several selection strategies have been developed, but the use of medium- and low-frequency queries is recognized by specialists as the most effective.
Ad development
After the search for keywords in "Yandex", advertisements are compiled. It’s important to use the keywords found in the headings and text of these ads. A separate ad is created for each keyword phrase.
Ad placements
Contextual advertising is placed in the issuance in several ways.
Special placement
With this option, advertising is located at the top of the pages, which is visible to the user immediately after opening and therefore is most profitable. With special placement on the page there are no more than three advertisements used to promote sites on narrow requests.
Guaranteed Impressions
For broader queries, use the part of the page to the right of the output block. Up to four static blocks corresponding to the query key phrase are placed there.
Rotation ad
These ads have the lowest cost. However, their impressions are not guaranteed. The greater the number of placed ads that match the query, the less likely they are to show each of them.