How to create a contextual advertising project. Creation and launch of contextual advertising: everyone starts somewhere. Choosing an advertising strategy

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A long time ago, when Lenya Golubkov advertised vodka and "MMM" on my grandmother's black-and-white TV, my grandfather stirred up a real business, created capital and famously cracked down on competitors by selling brooms on the market.

At that time he did not know either about the existence of the Internet, or, moreover, about contextual advertising in it. Therefore, he got tired of promoting his goods on his own quickly, and he was done with entrepreneurial activity.

Now everything has changed dramatically: computers have ceased to weigh as much as a teenager, competitors are no longer rolled into concrete, and online ads have become an effective tool for gaining customers and increasing sales.

Today we will talk about how to create attractive contextual advertising, in simple words we will explain how to compose ads, set up everything that is customizable, and much more.

How to make contextual advertising if before that you only made mistakes in your own life?

Incredible, but we've come to the end

Ivan Tseluev

Instead of a conclusion, I will allow myself a few metaphors.

If we imagine that creating and launching contextual advertising is an iceberg, then today we saw only its tip. If you do not want to go to the bottom, faced with it face to face, just like the Titanic, be able to timely and correctly assess its size. This will help you decide what you can do on your own and what to entrust to specialists.

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Hello, friends.

In this article, we will learn how to properly create Yandex Direct contextual advertising yourself. Moreover, we will do it completely free of charge, and without the help of the so-called "professionals".

Of course, if you wish, you can trust him with setting up contextual advertising. But I would still advise you to first figure out what it is and how it works. So you can at least qualitatively control the performers.

And first, let's understand the basic concepts of contextual advertising.

Choosing an advertising strategy

The first thing you need to do is choose a strategy. PPC advertising, in fact, is of two different types. The first type is search contextual advertising, and the second is YAN (Yandex Advertising Network).

Both of these systems are configured in the Yandex Direct interface, but they differ completely - from the keyword selection strategy to the setting of bids per click.

YAN, on the contrary, is shown to people even if they have never looked for anything like that. They just went to sites of similar subjects, or were interested in something similar. We (or rather Yandex) calculate these people by behavioral factors and show them our ads.

Search contextual advertising is more converting. This means that people who come to you from search are more likely to buy your product than visitors from YAN. And this is natural, because these people themselves were looking for what you have to offer. In the case of YAN, people themselves are not specifically looking for anything.

We are trying to quickly interest them and warm them up practically from scratch. And therefore, the conversion rates there will be much lower.

What kind of advertising to choose if there is no money?

The Yandex Direct auction system is gradually increasing and increasing rates. And for some particularly competitive requests, the CPC has already reached the maximum allowed value of 2500 rubles.

There are, of course, options for how to pay less than competitors (see below). But in general, you won't get away from bidding per click. If it is said - you have to pay at least 30 rubles. per click so that your ads appear on the SERP, you will have to pay for them.

In YAN, things are a little different. There, the cost per click depends only on you and on your budget. You can also bet 10p. per click, and 3p. per click. This will only affect the speed of typing the required number of clicks. More details can be found in the article "How to set up YAN yourself".

If people hardly directly search for your product, and you first need to "make them want it", or if you do not yet have enough money to compete with competitors in search advertising, see how best to apply YAN.

Of course, there are still options for using YAN for retargeting and boosting search ads. But this is some other time.

How to pay less for ads than competitors

There are very specific indicators of "well done" contextual advertising - you pay less per click than your competitors. In doing so, you get a lot more clicks than those same competitors. Plus, you get a higher percentage of sales from your clicks.

All this becomes possible thanks to the correct selection of keywords and the correct composition of the ad. See how this happens in search engine contextual advertising Yandex Direct.

Yandex makes money the moment someone clicks on your ad (which is why it's called pay-per-click advertising).

That is, the very fact of showing your ad when a user enters a particular request does not bring any money to Yandex. Therefore, he is interested in getting people to click on your ad as often as possible. This contextual ad even has such an indicator as CTR (click-to-rate) - the ratio of the number of impressions of your ad to the number of clicks on this ad of yours.

The higher your CTR, the more Yandex loves you - it doesn't have to waste your ads. It is believed that Yandex has the usual auction system for displaying ads - whoever sets the CPC higher, he will show higher and more often. But in reality, everything depends not on the cost per click, but on the CTR. Let's talk about specific numbers.

An example in numbers - how Direct works

Let's say your competitor has a price of 10 rubles per click, and his CTR is 1% (for every 100 impressions his ad is clicked only 1 time). Therefore, Yandex earns 10 rubles for every hundred impressions of this ad.

You have a different situation. You have set a CPC of only 5 rubles. But at the same time, the CTR of your ad is 10% (for every 100 impressions your ad is clicked 10 times). And in your case, Yandex earns 50 rubles from the same hundreds of ad impressions.

What kind of ads do you think Yandex will show more often and higher? Of course yours, because 50 rubles of earnings is more than 10 rubles of earnings. And he has to do the same job and show the ad on the search results page exactly a hundred times.

Conclusion - we need to strive to ensure that the CTR of our ads is higher than that of competitors. And the main thing that affects the CTR is relevance your ad to the query entered by the user in the search bar.

If a user enters “buy sports bike” and is presented with an ad with the heading “Buy bicycles”, then this is one level of relevance. And if an ad with the title "Buy a sports bike" is shown for the same request, then this is a completely different level of uniqueness, will you agree?

That is, we need to make sure that all our ads fit as closely as possible to what the person is looking for. This, in fact, is called relevance.

In this case, we need to literally use the same words that the user uses to search (and preferably in the same order). This is how the human brain works - if it is looking for "Olympic sports suits", then it will react much more readily to the heading "Olympic sports suits" than to the "Olympic sports suits". Although in essence they are the same thing.

And all because human attention is very much scattered when working with the Internet. We grasp information only with a piece of our subconscious, peripheral vision. We have certain words in our minds with which we formulated the request - and these are the words we are eager to see.

Thus, we need to ensure that for every possible request and the wording of the request, we display an ad with the corresponding words, with the same wording.

By the way, this is why it is considered good form to do advertising campaigns in Yandex Direct for 2000 - 3000 keywords. We need to cover the maximum number of possible formulations, and make our own unique announcement for each formulation.

A few words about "professionals"

Often entrepreneurs believe that ordinary mortals will never cope with this task. Therefore, they hire "professionals", and they hope that they will do all the work simply because you paid them money (and sometimes a lot of money).

Unfortunately, no one can disfigure your advertising campaign like the professionals. There is a reason why they will never give you the result you want. I will not dwell on this in detail here.

The main thing that you must understand is that you can do this work yourself. Moreover, you will make it much better quality, and completely free. If you learn this, then at least you will be able to tightly control the directors, who are generally dismissed, as soon as they sense the incompetence of the customer.

And now let's actually figure out how to make an advertising campaign in contextual advertising for a couple of thousand keywords in one evening.

How to find 2000 keywords in one evening

Of course, we will not do this manually. There is a very good and free tool called Slovoyob (no kidding, that's what it's called). This is exactly what will allow you to quickly find a lot of key queries.

At its core, it is a parser program. That is, it parses a Yandex service called Wordstat. Of course, you can also manually select requests through the same Wordstat, but it will take you several months.

Before starting work - we need to download this very WordBOY (let me call it that here) from this link. And it is important to configure it correctly. The speed of the program will depend on the settings. I'll write in more detail later in a separate article.

Next, you need to list the top keywords in your niche. If you sell glasses, it will be: "buy glasses", "order glasses", "glasses of such and such a brand", "price glasses" and others. These are the largest keywords people use to search for your product.

Next, you insert this entire list into SlovoBOY and start parsing it. That is, the program automatically accesses the Wordstat service and collects smaller key queries based on those that you specified.

If necessary, set the region so that the program collects keys only for your city or region.

Depending on the niche, SlovoBoy can collect up to 2000 queries for each major keyword that you add. And after that, the most important part of the work begins - filtering out unnecessary keys.

Filtering keywords

Even at the stage of collecting keywords, you can immediately specify "negative keywords" in the search settings in SlovoBoy. This means that the program will immediately exclude those keys in which it eats certain words that do not suit you.

For example, you don't sell sunglasses at all. Then put "sunscreen" in your negative keyword list.

But still, this will not save you from manually filtering the collected keywords. You can do this directly in the program interface, or first export the list of words to Excel (as it is more convenient for anyone).

Next, you need to go through the entire list and remove those keywords that will definitely not bring you any customers. With the same glasses, you can have it “buy glasses case”, or “order for kids glasses”, or “WoW bloody troll glasses price”.

Here you need to concentrate as much as possible and try not to miss anything (although you still miss something). Therefore, it is better to do this work in the morning, when you are fresh and cheerful.

And in two to three hours you will have a ready-made list of clean keywords with which you can further make your contextual advertising.

Drafting announcements

For your search engine advertisement to be valid, it must meet three requirements:

Keyword in the title. There must be a direct entry of the key into the header. Yandex even somehow cited statistics on how this increases the click-through rate of an ad. It turned out that much. Don't forget that the keyword is bold, and this also grabs the user's attention.
Keyword in the ad body. It's the same principle - bold and 100% relevance of your ad to the user's request.
A call to action in the ad body. We need the person to click on the ad. Therefore, we write this way: click, see here, in more detail, click and so on. The main thing is not to write something like “Order” as a call to action. He cannot order anything yet - first he has to click. Therefore, this is a bad call-to-action.

Here it is important for you to understand that you should have exactly as many ads as you found keywords. If there are 2000 keys, then you should also have 2000 ads. One for each separate keyword.

Only in this way will we achieve 100% relevance of ads to requests, which means a higher CTR, which means that the cost of a click is less than competitors (even if we show higher than them and get more clicks than them).

I understand that manually composing 2,000 unique ads is very difficult. Therefore, I have prepared a special tool for you - an excel file that will make you ten thousand ads in just a few mouse clicks.

This tool, as well as instructions on how to use it, you get a bonus to my video course. Highly recommend.

By the way, here's one video tutorial from the course. In it, I just show you how to correctly compose ads for Direct, and how to use this magical program.

Video - how to make 2000 unique ads in a couple of minutes

Conclusion

Of course, this is not the end of the contextual advertising customization. We will need to upload ads to direct, set bids, connect an automatic rate adjustment program, learn how to do end-to-end analytics, and much more.

But the main points, I hope, you have understood, and this is enough to make contextual advertising yourself. I would be grateful for your comments.

Don't forget to download my book. There I show you the fastest way from zero to the first million on the Internet (extract from personal experience for 10 years =)

The experiment began with work on one of the campaigns for the Mac family - laptops and all-in-ones iMac. Since time was short, we postponed the automation until later and started to improve it in manual mode.

We collected a new semantic core in automatic mode, then manually filtered it and split the advertising account into 9 directions:

Yandex.Direct

Search RK by model
Search RK by category
YAN by category
Retargeting with different conditions

Google Ads

Search RK by model
Search RK by category
CCM / DSK for categories
Remarketing
Dynamic remarketing

In retargeting, we identified several audiences (before that it was just "who was on the site"), including:

people who have visited the MacBook / iMac categories;
visited specific product cards;
put an item in the cart, but did not buy it.

Then we rewrote the ad texts for each direction - about 300 unique ad texts. The setup took a week, the test campaign took a month.

The result was an increase in the ROI of contextual advertising to 316%. The client was pleased with the first results and asked us to improve the entire campaign, including iPhone, iPad and other categories.

Second block: doing selective automation

Expanding the campaign across the range, we started again by revising the semantic core. Typically for electronics, the emphasis is on model-specific announcements ("apple macbook air", "macbook pro").

Without abandoning this tactic, we supplemented the kernel with a large number of requests that intersect with filtering on the site - color, internal memory, and the like ("apple macbook air core i5", "macbook pro 15 256gb", "iphone 6 16gb silver" ). This generated an additional 1,000 highly relevant ads.

Search demand for iPhone

Example of graphic and smart banners

The third block: improvements according to analytics data

We used the accumulated data to further optimize the campaign.

First, the client entrusted us with the development of the analytics system on the site. We started counting one-click purchases and installment purchases by assigning ruble values to these actions as they do not appear in e-commerce reports.

Secondly, having understood the specifics of the client's products, we were able to connect automated bid management. For a Yandex.Direct campaign, we chose the K50 Statistics + Rules solution, for Adwords - a combination of K50 Statistics, a built-in conversion optimizer and Adwords automatic rules.

Everyone who works with business processes knows that you cannot automate a mess - you first need to put things in order at the enterprise. Likewise, you cannot immediately automate your bidding strategy - you first need to understand which queries to fight for. The data from the previous stages allowed us to add several effective moves to the betting strategy, for example:

We increased the share of ad impressions in special placements, where ROI was more than 300%.
We've increased the bids for those ads that are involved in associated conversions (when looking only at the last click, such ads look useless, but in fact, they are potentially quite effective).
We are gradually reducing bids (in 10% increments per week) for ads that show low ROI and do not participate in associated conversions.

Device targeting has worked well - those looking for Apple products with an iPhone, etc. It's a simple yet powerful way to find loyal brand fans;
We made several audience segments based on the mailing list. For example, we have selected in a separate segment those email addresses whose owners have not opened the mailing list for a long time. For these "cooling" clients, we raised rates to reactivate them.

results

After three months of operation, the campaign showed the following ROI results while maintaining or increasing profitability:

Average ROI - 450%
Peak ROI for Yandex.Direct - 547%
Peak ROI for Google Ads - 776%

Monthly dynamics in Yandex.Direct

Monthly dynamics in Google Ads

Then it is probably important for you to get feedback from her in the form of orders from the site or calls. Therefore, a landing page for contextual advertising is of paramount importance, we can safely say that this is its main element. All landing pages are divided into 2 types:

Effective
Ineffective

A video of an author who presents his proposal to users increases loyalty and the degree of trust of subscribers
Video allows you to convey to the audience more information than just the text of the landing page

A word of caution: Only videos that exude confidence and charisma can be beneficial. Fuzzy, uncertain phrases, read in a boring voice, will only alienate people.

Feature six: audio

Feature Seven: Call to Action

A call to action is a required element of the capture page. Its purpose is to push a person to take certain actions, which, in fact, is the page's task: to provide the effectiveness of contextual advertising... It is better to place a call to action in front of the subscription form.

Feature eight: bulleted lists

Bulleted lists are very easy to read. They list the details of your proposals.

The higher the specificity and emphasis in the lists, the higher the response of users.
The information should be clear and concise. Nobody needs "water".

Feature nine: bonus

It is not enough for the reader to simply command "aport". We still need to give sugar. If each new subscriber can get a gift, albeit a small one, this will be the best incentive for further cooperation.