Contextual advertising is a powerful marketing tool that allows you to quickly attract the target audience to the site. Available marketing tools of contextual advertising stand out because it allows you to narrowly target your target audience, monitor the reaction of customers, conduct re-targeting, test ads for effectiveness, and more. In the nutshell – contextual advertising combines striking accessibility, efficiency and mass. In order to begin to draw the audience, it is enough to open an advertising account in the system of Yandex.Direct or Google Adwords, recharge, and then to create and launch advertising campaign.
The advantages and disadvantages of contextual advertising
As a marketing tool contextual advertising has a number of advantages that make it one of the most abundant sources of paid targeted traffic. Among the advantages of "context" are:
- Advertising is shown only to interested users, as the system of contextual advertising matches ads to relevant content pages.
- Payment of advertising is made for a real click, not per impression, which makes the consumption of the advertising budget more effective.
- It gives you the ability to organize a substantial flow of traffic to the site, limited only by the budget of the advertiser.
- It offers powerful analytic tools that give the ability to create more relevant and profitable ads.
Contextual advertising – something that can begin to generate traffic right now. The advertiser pays for clicks and gets live traffic on their websites. However, contextual advertising has also a number of disadvantages, such as:
- A large number of advertisers, due to which the prices for some clicks are unreasonably large
- In some market niches of contextual advertising can be costly and often unprofitable marketing event;
- It does not have a prolonged effect, because all ads are removed automatically after the exhaustion of the advertising budget.
After the properly configured advertising campaigns and contextual advertising we can expect:
- Instant increasing number of visitors;
- The increase in the number of sales and profit growth;
- Increase of brand awareness;
- The appearance of the first regular visitors;
- In some cases, the increase in search traffic.
Despite the fact that the context networka, such as Yandex.Direct and Google Adwords, provide very flexible customization possibilities for creating truly effective advertising, a campaign requires a certain experience in building marketing strategies. When working with contextual advertising experts recommend to follow the waste of hundreds of marketers algorithm.
Step 1: Conducting marketing research
At this stage, marketers carefully study the promoted product or website, on the basis of which they form the strategic vectors of progress. They carry out a detailed analysis of the business of the advertiser and monitor all company information in the network. After that, they identify the main competitors and meticulously examine their promotion strategy to start talking about the advantages and benefits of promoted product. After creating contextual advertising it is important to emphasize the advantages of the promoted product or service.
Step 2: Develop an advertising strategy
This step is extremely important because many advertisers are not deprived of tens of thousands of rubles. Due to the high level of advertiser competition in contextual networks, you need some experience to create a working marketing strategy. The specialist can determine what advertising steps will show high efficiency in minimum time and which ones will not give result.
Step 3: Remarketing
In order not to "merge" the budget allocated for remarketing, we recommend you to configure this feature so that the user re-sees advertising within 1-3 days from the moment they first visit a site. So there is the possibility to filter out the audience that has already made a purchase or visited the site by chance, and concentrate on those who are planning a purchase.
Step 4: select negative keywords
Incorrect compilation of a list of negative keywords or the lack of it is likely to lead to the fact that the lion's share of the advertising budget will be spent on non-targeted clicks. It is important to do this before starting the campaign, but it won’t be also superfluous to build a database of negative keywords over time, analyzing the passages for key words.
Step 5: Create a job ad
Despite the fact that there are a lot of advertisers in the context of the network, most of them are massively and clumsily using one ads for a very wide audience. An experienced marketing professional in this case will act adjusted, carefully designing each ad so that it meets the needs of the target audience. Due to this, the cost per click decrease and the response to your ads will be more active. High relevance is one of the "keys" to success when creating an advertising campaign
Today, any expert in the field of Internet marketing will tell you that the contextual advertising tool has become more complex and multifunctional. The giants of the context of the market, such as Yandex.Direct and Google AdWords, keep the position and remain the key sources of paid traffic. If you want to attract customers as quickly as possible – the easiest way to do this is through contextual advertising.
But it is worth remembering about the fierce competition in this niche. Relevant trivial ads are likely to "eat" the competitors with higher CTR and lower cost per click. At the same time, precise "adjusted" targeting of the audience will allow to optimize costs and increase the profitability of an advertising campaign.