To search for information on the Internet, users interested in goods and services enter their requests into search engines - keywords and phrases. Each query represents the needs and desires of a particular user of the search engine. These requests are analyzed by search engines, and based on them, search results for sites suitable for the user are displayed.
Contextual advertising
To understand what contextual advertising is, you need to consider its main features:
- Contextual advertising ads are shown only to users who may be interested in it.
- The advertiser only pays for the user's click on the ad link, not the time it was shown.
- The advertiser determines the cost of a visitor's transition to their site.
- Impressions of advertisements occur depending on the cost that the advertiser pays for clicking on it.
- Dependence of the advertising campaign on the audience of the impression, since the delivery of advertisements is based on the search queries of users.
- Clear control of the effectiveness of the ongoing company. The number of transitions from advertisements to the site is easily calculated. At the same time, both the platform for advertising and the advertisement itself are analyzed in relation to the number of impressions to the number of clicks from it.
- Quick return on investment.
Search query analysis
The benefits of receiving and analyzing search queries for any online business are enormous. Thanks to the analysis of these requests, developing business areas are highlighted, and the product is adapted to the target audience of users. As a result, the site is promoted 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 website 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 must be as relevant as possible (corresponding to the niche occupied by the company). Then it will get ahead of general-themed sites, and more potential buyers will visit it.
How to find keywords
A very easy-to-use, but very powerful tool that simplifies the search for keywords in Yandex is offered by the keyword planner Yandex. Wordstat.
On the main page of "Yandex. Wordstat" there is a line for the keyword, a number of switchable functions and"Select" button. The key phrase for the search is entered into the line, and the "Search" button is needed to start it.
Important points:
- keyword operators are allowed in the string;
- You can also exclude extra words directly in the line.
To refine your search, it is always useful to indicate the region in which the product or service will be searched. Specifying an entire country as a region usually gives a very large selection of options, so it's best to limit yourself to cities.
After choosing a city, you must put the switch in the "by words" position and click the "Select" button. A two-column table appears on the screen.
On the left are those phrases that match the entered query, and on the right are the words entered by users along with our query. That is, in this column there are keywords that must also be included in the list. In the same Yandex service, you can study the history of requests and determine the demand for any period. To do this, you only need to put the switch in the "History of requests" position.
Estimating the information received, you can flexibly change the contextual advertising strategy, making decisions on how to conduct advertising campaigns in each particular city.
A convenient plug-in has been developed for Chrome, aimed at selecting keywords - the Yandex Wordstat Helper service, which significantly saves effort andtime to search for keywords in Yandex. You can install it 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 the system uses the search queries that this user entered into the system earlier to place them. Therefore, such advertising is contextual.
"Yandex. Direct" simultaneously displays advertisements not only in Yandex search results, but also on other resources:
- "Odnoklassniki";
- "LiveJournal";
- online newspaper "From Hand to Hand";
- search engine "Aport";
- portal Mail.ru.
How to run 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 queries;
- creating effective advertisements based on them;
- analysis of results.
Formation of key queries
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 an advertising campaign is to create active traffic, which can only be achieved by working with the right target audience. In case of error at this stagethe company runs the risk of wasting 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, keywords are searched in Yandex, which are formed from the features of the advertised product. Several selection strategies have been developed, but the use of medium- and low-frequency queries is recognized by experts as the most effective.
Development of advertisements
After the search for keywords in "Yandex", advertisements are compiled. It is important to use found key phrases in the titles and text of these ads. A separate ad is created for each keyword.
Ad placements
Contextual advertising is placed in the SERP in several ways.
Special Accommodation
In this option, advertising is located at the top of the pages, which is visible to the user immediately after opening and therefore the most profitable. With special placement, no more than three advertisements are placed on the page, used to promote sites for narrow queries.
Guaranteed Impressions
For wider queries, use the part of the page to the right of the result block. Up to four static blocks are placed there, corresponding to the query passphrase.
Ad in rotation
These ads have the lowest cost. However, they are not guaranteed to show. The more ads placed that match a query, the less likely it is to showeach one.
