Contextual advertising is a text ad that is displayed when you enter a specific search query. Thus, the ad is placed on pages with a specific theme.
The advantages of this type of advertising have been 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 an opportunity or desire to contact specialists in website promotion. In this case, contextual advertising is carried out independently, which has its advantages:
- the possibility of detailed study of ads, creating them in accordance with key queries;
- absolute control of the budget allocated for advertising;
- prompt transfer of funds using well-known systems (for example, through Yandex. Money);
- no need to transfer finances to specialists, which sometimes takes several days, which means that contextual advertising is postponed for this period.
Of course, there are disadvantages 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 obtained using web analytics;
- risk of inefficient budget spending.
If you decide to conduct contextual advertising on your own, we highly recommend that you first study all the questions and nuances. If possible, you can also take paid or free seminars.
System for automated management of contextual advertising (SAUKR)
This type of system is an add-on to the main system (Begun, Yandex. Direct), which allows for more efficient contextual advertising.
There are no special alternatives to SAUKR in Runet, since other types of systems (R-Broker.ru, eLama.ru, TNXcontext.ru, Blondinka.ru) are only formally agencies, but they do not perform work for the user, but only expand the range of possibilities. SAUKR, in turn, forces Yandex. Direct to improve functionality.
As mentioned above, contextual advertising is most often placed on Yandex and Begun. The number of impressions in these search engines depends on some nuances:
- weekdays or weekends;
- ad position (above search results or to the right of requests);
- 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 contextual advertising, you need to do the following:
- selection of keywords for which your advertisements will be shown;
- compiling advertising text;
- selection of landing pages that the user gets to after clicking on the ad;
- setting up the characteristics of an advertising campaign, including the region and time, the 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 the correctly composed ad and parameter 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.
