How to create an ad in contextual advertising. Effective contextual advertising: examples, ways to use it. Purposes of information processing

Hello, dear readers of the site online magazine! Today we'll talk about contextual advertising - what it is and how it works, how to set it up yourself contextual advertising, make up semantic core and much more.

Indeed, in modern world do not live without advertising. This was, is and will be the inexorable truth of the development of mankind. Something sell, suggest, on something to earn, declare yourself (product, service)- all this requires advertising.

Contextual advertising is considered today the most popular , effective and cheap ... Since most of the information users learn from the Web, it is quite reasonable to advertise their products or services on the Internet.

From this article, readers will learn:

• What is contextual advertising and what are its types;
• How and why advertisements are created;
• What is a semantic core and how to create it yourself;
• What are the services of contextual advertising and how to work with them;
• What are the features of contextual advertising in in social networks;
• Where and how to order the creation of an advertising campaign from professionals, as well as how much it will cost.

You will learn about this and much more from this article if you read it to the end. So let's go!

1. What is contextual advertising and how it works - an overview of the concept + the principle of work by example 💻

Newspapers, radio, TV, and now also Internet are dominated by advertising. On the web, advertisements are placed literally everywhere. Search engines, forums, sites, social media, chat rooms- all this is an excellent basis for advertisements.

PPC advertising is different high efficiency , since it appears (is shown) only to those people who are purposefully looking for specific information about a specific request.

Ads that shown in search results, since visitors who are looking for information are easier to motivate to buy.

contextual advertising Is a tidbit for advertisers... Advertisements are sold for the number of clicks. That is, the advertiser "pays" only for those users who visited his resource, and not the number of people to whom the advertisement was shown.

To better understand what contextual advertising is, it is worth disassembling it into step by step example:

1. User (potential client) in search

Let's say the user wants to purchase hanging chair for living room... In the search bar, he enters the simple phrase “ hanging chair"And clicks on the search button.

2. Search result

After a few seconds, the "search engine" produces results that match the query. 70% links will lead to sites that contain information about hanging chairs and resources of online stores.

30% Is contextual advertising. It can be located either on the right side of the main search or above it.

Often, offers in contextual advertising are more interesting to users, so they click on the corresponding link. Moreover, it helps to save time, since the link leads not just to the Internet store, but directly to the product page.

4. Successful purchase

Advertising on web pages works in a similar way. While the user is studying the topic of the site, contextual advertising offers him ads that correspond to the information presented. And if he is interested in an advertising offer, he will go to the advertiser's website.

To summarize, you can get the following definition of the concept:

Therefore, contextual ads always correspond to the user's request or relate to his area of ​​interest. Most of them are created based on key queries.

2. Why do we need contextual advertising and in what cases is it used? 📌

Contextual advertising pursues users with every mouse click. Therefore, it is quite reasonable to think that if these were simple clots of text, they would not be present on the Web in such an amount. Means, contextual advertising is needed.

contextual advertising Is a well-thought-out marketing ploy that guarantees hot clicks with a high conversion rate (execution of targeted actions). Only those who are unfamiliar with its capabilities can doubt its necessity.

This type of advertising is the most powerful way which allows you to directly promote the interests of the client. Help in a quick search for the necessary product or service, unobtrusive provision of relevant information with the subsequent receipt of profit, this is what contextual advertising is for.

• Sale of goods;
• Advertising services;
• Increasing the level of sales;
• Presentation new products on the market;
• Advertising on the Web or an additional source of traffic to the site.

This ad is a great choice. unobtrusive interaction the seller and buyer... It makes a profit for sellers, and it saves customers a lot of time, which they could wastelessly spend looking for a store, product and a suitable price.

The main thing, what you need for a good ad campaign Is to choose the right keywords and anchors that will attract buyers to the site. These manipulations will save finances for the employer and attract really interested visitors.

To identify the main key queries of a certain topic, masters of their craft recommend using services such as Wordstat, Yandex.Metrica and Google Analytics, Adwords.

For increase popularity of a particular brand contextual advertising is used very often. This presents the brand on several levels:

• Recognition. Due to the frequent "flashing" in search results or on sites, the brand becomes recognizable among the masses. Public consciousness is arranged in such a way that if there is a recognizable element, then most individuals position it from the positive side.
• The trust. This point is quite controversial and depends only on how competently the advertisement was made. If the advertisement worked and the client was satisfied with the purchase, the likelihood that he will return is significantly increased.
• Innovation. Promotion of new products or services to the market, constant promotions, discounts and profitable offer have always attracted customers. And what, if not contextual advertising of the site, will help the user to find out about a tempting offer.

There are two options for paying for such a service:

• Pay per clicks. The advertiser only pays for the number of visitors who follow the link.
• Pay for impressions. The advertiser pays for the display time spent on a specific target audience.

Depending on the offered product or service, you need to think carefully about which advertising is better to pay. But in any case, both the first and the second will give long-awaited results.

3. Types of contextual advertising - TOP-4 main types 💎

Although there are a large number of varieties on the Web, among which the contextual one is considered advanced, even it has its own varieties.

Type 1. Search advertising

One of the most popular contextual advertising ads are those that are shown to users along with search results. This is the most effective tool for attracting clients .

Important! These ads are optimized with headline and text. Popular keywords are used during development.

Each publisher can create his own contextual ad, since access to the resources with which you can find out about the popular "keywords" is open to everyone.

At correct use key query and a good sparkling table of contents, you can get high level conversions.

View 2. Thematic advertising

For example, if the site is dedicated to the cultivation of mushrooms at home, then frequently encountered ads will concern the sale of soil, fertilizers or mycelium.

1. The customer chooses the key queries to which his ad will respond.
2. The advertising parameters are configured, the cost of the entire advertising campaign depends on them.
3. Placement of advertisements on thematic pages and in search engines.
4. The ad responds to a user's request.

Topic advertising allows advertisers to target their work exclusively for the target audience... That is, take into account the interests of people with the same needs, requests, hobbies and social status.

View 3. Contextual media advertising

The media context is focused not only on attracting customers, but also on solving other problems:

1. Image. Bright banner strengthens the brand or company image.
2. Demand. This ad is able to attract more attention than plain text, so the demand for a product or service increases significantly.
3. Association. Businessmen who occupy a certain niche in the market often worry about their recognition. Contextual media are capable of creating an association between products and the manufacturer (distributor).

There is always a call to action in the banner. The user is encouraged buy, look, to call or just go to the site and find out more, and the product image contributes to this action.

View 4.

Pick up different words and phrases on the subject of your advertised resource.

Stage 2. Analysis and monitoring of competitors

Stage 3. Compliance with the rules for compiling contextual advertising

Consider the main and general rules to compose advertisements in contextual advertising services:

1. do not place contact information (tel., e-mail, etc.) in the headlines or text of ads;
2. observe the allowed number of characters in the text and headings of ads;
3. do not make mistakes in ad blocks;
4. do not use third-party brands, trademarks, abbreviations;
5. comply with the country's advertising laws;
6. do not compare your products and services with competitors;
7. use standard symbols and punctuation marks.

Now let's move on to the stage of composing the title and ad text.

Stage 4. Compilation and writing of the title

Write your headline intriguing, eye-catching, prompting the user to read. Include a keyword / phrase in the title as needed.

Stage 5. Drafting the ad text

• describe the advantages of the product (product) or service;
• write the text concisely and specifically;
• describe promotions, discounts, special offers with a limitation period for your goods / services;
• use words - discount, inexpensive, sale, incredible, easy, simple, free, etc .;
• ask questions in the headings, and in the texts, give answers to them;
• include keywords and phrases in the ad text;

Stage 6. Selection of resource landing pages (landing pages)

It is very important that a potential client who has clicked on an advertisement is not disappointed in the advertised offer. You need to set up contextual advertising so that it immediately goes to the page of interest of a web resource, and not to a page with contact or other offers.

Step 7. Setting up targeting

It's important to properly target your ad. You can customize the display of ads in certain time (setting by hours and days of the week) or for users from the desired cities / regions (For example, set up ads only for Muscovites from Moscow and the Moscow region).

• Consider the specifics of each contextual advertising platform;
• Write effective ad copy
• Analyze advertising progress and constantly optimize the process;
• Pages that fall on potential clients should be understandable and convenient.

Sometimes it is easier to turn to professionals (directors, agencies and companies) who will quickly and efficiently place contextual advertising on your product or service.

7. Where to order contextual advertising and what is its cost - an overview of the TOP-3 companies (agencies) for the provision of services 💰

Each agency that offers contextual advertising services has its own characteristics. Let's take a closer look at the prices for creating an advertising campaign and conducting contextual advertising (what is the cost of contextual advertising services) for each of these companies.

1) iConText

The company is distinguished by the presence of exclusive competence on the platform Adobe media optimizer... Also works with Facebook, Direct and Google AdWords... The Adobe Media Optimizer platform is a special way of serving ads.

If in many systems there is a "policy" of the auction on a key request. Then, in this system, the main key queries can be placed in a separate "portfolio", which will take part in the auction.

Due to the fact that there are more queries in the "portfolio", some of them may be more relevant, others less. The arithmetic mean is calculated, which increases the chances of winning in the auction, and increases the performance of the advertising campaign by 20% .

The minimum cost of contextual advertising, which the agency begins to cooperate with customers, is 50,000 rubles ... The price of contextual advertising services is quite justified, especially considering that for some queries the price of a bid on Yandex is several times higher.

There you can also undergo training in contextual advertising and in the future independently provide such services.

2) Blondinka.ru

The contextual advertising agency has developed and launched 2 (two) of its own advertising platforms. The contextual advertising company has existed since 2007, specializing in contextual advertising. Collaborate with systems Yandex and Google on which advertisements are placed.

Contextual advertising costs this agency directly depends on the needs of the client. The amount from which they start cooperation is not indicated here. A client who turns to this agency pays exclusively for a click, that is, for the number of clicks.

CPC is determined using the “ auction ". That is, there is no fixed cost, it is determined as a result of trading.

The auction is automatic, the winner pays the cost per click of the previous user and the minimum step. If the winner is satisfied with the cost of advertising per click, the agency begins to cooperate with him.

3) Registratura.ru

This company works with many advertising services. In addition to the three main ones, it cooperates with K * 50, CoMagic, MyTarget, CallTouch... Every year they give reports on marketing promotion in the network. They also offer SEO services to optimize web resources.

8. Features of setting up contextual advertising 📎

Automated resources, of course, make it easier to set up targeted ads, but everyone should understand the basics - from beginners to professionals .

There are many tips on the web to help you set up profitable PPC advertising. Some of them are great for newbies, others can only confuse the advertiser more.

8.1. Placement strategy

For example, in the Yandex search engine, you can see 3 (three) ad placement variations:

• "Special". The ad is placed immediately above the main search results field.
• "Guaranteed". Ads are located to the right of the search results.
• "Dynamic". Ads are placed under the "guaranteed", while occupying positions from the first to the eighth lines.

Depending on which position the advertiser chooses, the cost of the advertising campaign will vary. Naturally, every advertiser wants to get into the positions of "special placement" or "guaranteed impressions", but not everyone can be lucky, because everything is decided at the bid auction, besides, the results are influenced by the quality of the advertising text.

8.2. Targeting

There are several types of targeting settings:

• Geographic. This position allows you to customize your ad to be shown to residents of a specific city.
• Hourly. The advertiser has the option to customize the ad to be shown at a specific time interval.
• Behavioral factors. This type of targeted advertising allows you to track the interests of users. By analyzing the browser history, the system receives data according to which it offers a certain product or service.

8.3. Advertising on thematic sites

When setting up an ad, you can choose on which sites to place ads, and which ones are better to refuse.

8.4. Number of ad clicks

However, it may be such that the influx of customers in the first week will exceed the estimated calculations.

There may be several reasons why this will not suit a businessman:

• Limited quantity of goods.
• Inability to cope with the influx of buyers.

If you do not control such a process, then the entire amount that was intended for 10 weeks can be spent much faster. And besides this, if you do not provide such a large number of customers with proper service, then you can lose a good reputation.

Automatic budget allocation will help eliminate such misunderstandings and make advertising much more effective.

8.5. "Minus words"

If the ad contains words with a sign «-» then users who are not target audience will not be able to see it.

For example, the store offers new laptops and accessories for them. Therefore, users looking for "used laptops", "used batteries" will be considered a non-target audience.

Important! Requests that do not correspond to the main focus should be written with a minus sign, then they will not be shown to users that are not interested in this.

8.6. Control

The web is constantly changing, especially in contextual advertising systems. Every day there is a fierce struggle for high positions here. Advertisers raise the stakes, improve their ads, change pricing policy per click.

These processes should not be left to chance, it is worth lingering a little, as good positions in advertisements may be lost.

Step-by-step instructions for compiling a semantic core for contextual advertising for beginners

9. How to compose a semantic core for contextual advertising - collecting YA in 5 simple steps 📊

The semantics of an advertisement is its most important component. It is at this level that the advertiser begins to fight for the client. After all, the number of impressions and the level of competition directly depend on the selected requests.

Semantic core Is a set of keywords that best position a product or service, and are most often used by users.

To create a semantic core seems difficult for many, and for beginners it is an almost impossible task, but, nevertheless, there are ways that will help in this matter. There have long been step-by-step instructions for the selection of a semantic core.

Step # 1. Preparatory

At this stage, it is worth preparing to create a semantic core. It is fundamentally wrong to assume that semantics is a matter of minutes and that the high-frequency queries that Wordstat issues will come down.

Step 1. Compiling a table and distributing words across a column

First what needs to be done is to create a table with key queries.

In the first column write down a product or service, that is, what the entrepreneur offers. It is worth writing down all the verbal variations that users are looking for in the search engines.

In the second column it is necessary to write down all the words that describe the action that can be performed with the product or service - "buy", "purchase", "order", "issue", "send", etc.

Third column is intended to indicate a geographic location. Its users also indicate differently.

For example, if you take the city of St. Petersburg, then the inhabitants of the Web can indicate it in the search bar as follows:

• "St. Petersburg".
• "SPb".
• "Peter".

Users can deliberately shorten words for ease of use. Sometimes this is not global in nature, but in some cases, this point should be taken into account.

Fourth column is responsible for the characteristics of a product or service. Simply put, it answers the question - "what is he?". All the options that users can use in search are worth considering.

Keyword variability should be taken out of your head. You need to think about what criteria and queries users are looking for information. If you run out of thoughts, you can go to services that help in the selection of key word combinations.

Yandex Metrica and Wordstat, Google AdWords and Analytics, - these services should not be bypassed, because it is here that you can find not only relevant key queries for "semantics", but also absolutely incredible search phrases that can be used profitably.

Step # 2. List of keywords

When the table is ready, you can start creating the list " keywords».

How to choose keywords for contextual advertising?

Step 2. Select keywords for contextual advertising using the Promotools.ru service

Use conditional " multiplication»To create all possible keyword variations.

It takes a long time to do this manually, so it is customary to use a key query generator. For instance , Promotools.ru , good generator with a user-friendly interface.

The automatic generator is easy to use. The user only needs to enter the keys from the table into the appropriate cells, and the system itself will give out all possible combinations.

Step # 3. Delete unnecessary queries

After the system automatically generates key queries, there can be about a thousand of them. Most of them can be safely considered “ rubbish»And delete.

It is difficult for a beginner to figure out which request can be considered good, Which one then bad... Therefore, experts recommend using the Key Collector service, or any other service that helps to remove all irrelevant requests.

You need to load the list of the resulting "keywords" into the program and start the process of collecting statistics from Wordstat. The result will be a list that consists of all similar queries, that is, from the "minus words".

Step 3. Clean up all unnecessary queries

The "minus word" in the Key Collector service must be removed. To do this you need to go to " Data» — « Group analysis". The program will automatically generate words by group, from which the queries are composed. Word groups that do not answer consumer interests, it is necessary to mark and save in a separate document - these will be the same "minus words".

Groups of marked words are removed from the program, and the remaining queries will be the semantic core.

Step # 4. Grouping and segmentation of keywords

Step 4. Sort keywords into groups

To do this, the list of keywords will need to be divided into several segments. All "keywords" can be divided into groups to which they will be suitable.

For example, the first group may be keywords that contain the phrase "SPb". The second group can be queries with the word "inexpensive", etc.

Each group of "keywords" should be recorded on a separate sheet. When all key queries are sorted into their groups, the process of creating a semantic core can be considered complete.

Step # 5. Taking into account the peculiarities of Google AdWords!

As practice shows, Yandex has less stringent requirements, both for resources and for advertising. Here "minus words" can be in one word form (and sometimes not at all). The Google AdWords system works a little differently.

Firstly, the system wants to see in the contextual ad "minus words" in all possible word forms.

To avoid errors that may arise due to the human factor, you can use automated services. (For example, service htraffic.ru )

Second What you need to know when working with Google - this lack of prepositions... For example, if the request sounds like "buy a laptop in St. Petersburg", it should be changed to "buy a laptop Peter". Otherwise, users who make requests without pretexts will simply not see the ad. And these users are the majority.

It is not that difficult to compose a semantic core. It is much more difficult to please your advertisements with contextual advertising services.

10. What determines the cost of contextual advertising - 2 main factors 💸📋

Cost per click – this is the amount that the advertiser is obliged to pay for the transition of a user to his resource.

This indicator is influenced by several factors.

Factor 1. Niche (topic) in which the ad will be placed

CPC in these categories often varies. from 10 rubles to 25 dollars... Segments that are ranked slightly lower are entertainment, hobby, inexpensive goods(products with a pricing policy from 100 to 1000 rubles).

Factor 2. Setting up ads

Often, services that offer contextual advertising services provide their customers with the opportunity to use ads with “ maximum efficiency ". That is, advertising will appear on the highest paying places in the search results.

Each ad will be broadcast in a location where the likelihood click higher... As a result, the CPC will be much higher. In some cases, this is not entirely justified. After all, if you set up your ad correctly, you can get a lot more clicks by spending the same amount of money.

To improve advertising efficiency and reduce cost per click you need to know how to do it right set up ad... Only then, even in the most expensive segment, you can count on the maximum number of transitions with a reasonable financial investment.

Also, the cost of advertising may depend on the so-called auction. This is especially common in the Yandex. Direct. The principle of operation of this auction is quite simple. Each advertiser selects key queries and makes the minimum rate he is willing to pay in 1 click.

Then, among all the keywords submitted by advertisers, the one with the highest price is selected. This request gets the highest positions, and accordingly the advertising campaign will be stand much more... That is, in fact, the advertiser himself sets the price for himself.

Not worth it either ignore the level of competition when calculating the pricing policy. There are special services, which show the number of competitors specific request and average cost per transition.

One of these services is Mutagen.ru ( Mutagen.ru). Here you can even find out how much the guaranteed screening and entrance to the special placement will cost.

Free can only check 10 requests per day, but after registration it will be necessary to deposit about 15 rubles into the account, as a guarantor that the user is not a robot.

11. Contextual advertising in social networks - advantages and disadvantages 📄

Targeted advertising is not much different from contextual advertising , which can be seen in search engines or on web resources. An ad can be text or media. When clicked, it leads to the advertised page of the site with the proposed product.

"Cons" (-) of contextual advertising in social networks

1) Difficulty of tracking

2) Features of creation

Since it is difficult to track performance, creating and setting up targeted advertising requires a subtle approach.

3) Cost

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 receive a gift, albeit a small one, this will be the best incentive for further cooperation.

Hello, friends.

In this article, we will teach you 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 deal with basic concepts contextual advertising.

Choosing an advertising strategy

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

Both of these systems are configured in the Yandex Direct interface, but they differ completely - from the keyword selection strategy to the bidding 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 very 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 clicked 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 a conventional 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 gets 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, don't 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 head that we used to formulate 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, that 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 wordings, and make our own unique announcement for each wording.

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 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 - three hours you will have ready list pure keywords with which you can further do your contextual advertising.

Drafting announcements

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

1. Keyword in the title. There must be a direct entry of the key into the header. Yandex even somehow cited statistics on how much this increases the click-through rate of an ad. It turned out that very much. Don't forget that the keyword is bold, and this also grabs the user's attention.
2. Keyword in the ad body. It's the same principle - bold and 100% relevance of your ad to the user's request.
3. A call to action in the ad body. We want the person to click on the ad. Therefore, we write like this: 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 =)

We have released a new book, Content Marketing on Social Media: How to Get Into the Heads of Subscribers and Fall in Love with Your Brand.

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 with entrepreneurial activity it was over.

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'll explain how to compose ads, customize 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.