Contextual Advertising Services

Places for placement

The main platforms for contextual advertising are search engines: Google, Bing etc. For each search engine, the functionality for the context is called differently, for example, for Google it is Ads. But the essence of them is the same – each on the page of the search results in front of the list of sites and after it has special places (usually from 1 to 4) for placing advertisements. Near them it is usually written that this is an advertisement. And depending on the position, the price for 1 transition is assigned. Therefore, the context is often called PPC (price per click) – the price per click.

Types of contextual advertising

Also, the context can have different types and places of impressions. For example, if an ad is shown on a search page, then it is called a search ad. And there is also a contextual display – this is advertising shown on partner sites of this site. It no longer focuses on text ads, but on their multimedia component: pictures, animations, videos, sounds, etc. (hence the name). This type of advertising can also be called banner ads. For example, Google calls the sites for displaying such ads CMS (contextual display network). Usually, this type of ad is several times cheaper than showing on search.

Setting up contextual advertising in Google

Launching PPC ads consists of several main steps:

1. Collect keywords and negative keywords.
2. Writing ads.
3. Upload phrases, texts, pictures and settings to the service.
4. Setting goals in CRM systems or attendance (Analytics).
5. Analysis of campaign performance by results.
6. Adjustments.

Details on each step

The very first when the context is launched, requests are collected for which it is necessary to show ads. It is necessary to select them very carefully and carefully, because advertising with the wrong phrases will not give the desired result. It is also important to carefully work out the words in which you do not want to be shown – stop words. For example, in commerce, impressions by keywords with such a phrase as “do it yourself”, etc. are not needed.

The second, but no less simple stage, is the writing of advertisements. Each contextual advertising platform has its own specific requirements for texts. Therefore, it is necessary, observing all these rules, to write such declarations so that they:

• were similar to the user’s request;
• reveal the benefits of the product;
• showed the company’s advantages;
• were readable and interesting to the buyer;
• provided information about a product or service.

If all the requirements for writing ads are met correctly, then they will be clickable, or, in scientific terms, they will have a high CTR, which in turn will reduce the cost of the transition.

Next, you should upload all advertisements to the service for verification by the system itself and to continue setting the time and regions of display, cost per click and everything else. At this stage, it is important to understand how best to show ads and at what time, for which devices you need to increase the price, for which you need to reduce, etc. The success of the campaign as a whole depends on the correctness of these campaign settings.

For analysis, accounting and statistics, it is necessary to link advertising campaigns and traffic tracking programs so that you can track the conversion of various advertising sources. You can also adjust or disable ads that do not bring orders, but only spend the budget. It is a properly configured analytics system that will allow you to track “budget drains”. Reduce spending on one type of advertising and increase on another, and as a result, without changing the overall budget, you can get even more customers.

That is why the contextual advertising department at the WEDEX agency is divided into two groups, those that deal with setting up contextual advertising, and those that deal with the analytics of existing campaigns.