Experienced marketers claim that properly configured contextual advertising can sell anything. With the help of the context, they increase the attendance of "young" projects, hold various promotions and sales, advertise goods and services of sites that are not included in the TOP of the search results, promote resources for additional key queries. But all these advantages can only be provided by a competent setting of contextual advertising. Mistakes here are fraught with the loss of a significant part or all of the advertising budget.

Major Consequences of Configuration Errors

• lack of clicks;
• high cost of one click;
• low in line;
• high cost of conversion;
• low traffic quality (few purchases, subscriptions, and other necessary actions);
• low CTR (click-through rate versus impressions).

Unfortunately, it is impossible to increase one of the indicators separately without influencing others. If any parameter changes, then the changes affect all the others, unfortunately, not always in better side... That is why it makes sense to talk about the complex of works on setting up Yandex and Google contextual advertising.

Preparatory stage: connecting analytics

Everything is dynamic on the Internet, and therefore it is impossible to simply set up contextual advertising and enjoy the results. New projects appear, some of which become your competitors in advertising campaigns. Other projects stop advertising or change strategy. User queries change, their popularity and, as a result, cost. And no one is immune from mistakes that can and should be corrected as they are identified.

To see the situation in dynamics and track all changes in a timely manner, it is necessary to connect special tools for each of the search engines:

• .Metrics;
• .Analytics.

Connecting a site is easy. Add url to the list "my sites", add a counter code to the site with a visible or invisible button at your discretion.

After that, you will have access to numerous tools that allow you to study site traffic and clicks on your contextual ads... Usually, there are no problems with connecting statistics tools. Both search engines provide a convenient Russian-language interface and detailed help sections. Let's go back to creating and setting up an advertising campaign.

Collecting search queries

We have already talked about how to produce and compose a SEO kernel in previous articles. Google has a similar tool for selecting keywords based on statistics. They use it a little less often, since the services give almost identical results, and Yandex.Wordstat is traditionally considered easier and more convenient.

But if you intend to work closely with Google or want to find additional queries that Wordstat does not show, it is worth looking into the AdWords Keyword Planner. Working with it follows the same principle as with Direct - you check the selected phrases for popularity, find additional ones, and make lists.

We create thematic groups (SEO core)

All selected by you must be divided into groups according to the type of key phrases. Each of them should contain phrases similar to each other in terms of word composition and meaning. So, the phrases "buy a product" and "sell a product" should refer to different groups, since their formulation requires a different approach to the text. And the keywords "to buy a product inexpensively" and "to buy a product profitably" can clearly be combined into a general group.

Most likely, you will end up with many groups of 3-5 phrases each. If you have achieved this result, then you have done a good job.

And these numerous lists will help you fine-tune your PPC advertising.

How to write ads

For each "pack" of queries, its own ad is written, which you will subsequently modify a little using different key phrases from the group.

What you need to know when writing:

• The text should be as informative as possible. The user must understand what you are offering.
• It is desirable to show. Do you have a week of discounts? Is there an additional guarantee from the store? Do you offer gifts? Write about it!
• A formalized headline is better. Setting up contextual advertising Yandex Direct and Google AdWords will be more accurate if the title contains a key request.
• The name of the brand and company should only be mentioned if they are well known in the market. Otherwise, pay more attention to the product itself.

At the same time, remember about the restrictions from search engines - how many characters can be in the title, how many - in the text. Learn brevity!

Landing Pages

Under different types advertisements it is recommended to create (adapt) your own landing pages. The easiest way is to fulfill this recommendation for an online store, where links lead directly to the pages of product cards. And if you sell services or work with a business card site, you will have to be puzzled by the creation of new pages and their text content. The only exception here is the one-page created for it.

Why separate pages are needed:

• The user should immediately receive answers to their questions during the transition. If the transition took place according to the phrase "buy a backpack", he should immediately see the very desired backpack, its price, purchase options. If you need 2-3 more transitions to get information, most likely you will lose a buyer.
• Often the pages of small sites are optimized for only a few key phrases. For example, the content fits perfectly with the phrase “buy a product”, but no one thought about the phrase “selling a product” when creating a website. Search engine bots, when analyzing the correspondence of a page and an ad, pay attention precisely to the correspondence of key phrases. If they don't match, your offer will be at the bottom of the display queue.

In general, if you are interested in how to set up contextual advertising yourself, you should adhere to the rule: give a person what he needs, when he needs it. The more your ad and landing page match this rule, the more effective your ad campaign will be.

Bidding and bidding

When setting up Google and Yandex, it is important to understand the basic principle of forming the cost per click. Both search engines work like auctions here. That is, when setting up an advertising campaign, you can see the estimated cost of each of the requests, which is generated based on the price of current impressions. By choosing suitable phrases, you become a participant in the auction. Whoever offers a higher cost per click will be the first in the queue for impressions.

This auction is automated, so you don't have to sit around all day and raise your bids. For each of the requests, you must indicate what the maximum price you think is acceptable. Further, the system will raise the rate on your behalf up to the maximum you specified.

Separately, it should be said that for the most important search queries, you can assign a "guaranteed display", that is, your ad will be shown if the user enters the desired phrase. But this pleasure is an order of magnitude higher, and the price is also formed on the basis of the auction. Usually this service is used by large companies, as this will require a solid advertising budget.

Geography and time of impressions

To understand how to properly set up contextual advertising, it is important to learn how to use display limits for various criteria.

1. If your company is ready to serve only certain regions, set up the display specifically for them. You will save money and also avoid customer dissatisfaction that you cannot serve.
2. If you work from 10 am to 10 pm, it also makes sense to limit your ad impressions to that time frame. Similar restrictions are imposed on ad display on weekends. It is best to advertise when you can give a quick response to user needs.

Stop words as an important delimiter

When configuring at one of the stages, you will be prompted to specify the stop words. In Google, this parameter can also be set if desired. What is it and why are they needed?

If you are selling new digital equipment, chances are you will not need any inquiries from fans of cheap ads for the sale of used equipment. Also, you will not be targeted by visitors who are interested in the characteristics of the device and instructions for repair. When creating a list of keywords, you most likely deleted clearly inappropriate phrases. But the important words included in them are always recommended to be written out in a separate list - these will be your stop words.

For the given example, the stop words will be: "buy used", "used", "repair", "instructions", "do it yourself", etc. Such a list will help not to show the offer to people who are not interested in it ... This will increase the effectiveness of your impressions and reduce the cost of the buyer.

Monitoring the effectiveness of the "context"

After the initial setup of Google Adwords or Yandex.Direct contextual advertising has been completed, you need to replenish your account in the system and start the start of impressions. But the work doesn't stop there. After 1-2 days (and sometimes even earlier), you can and should go to statistics services and analyze the performance.

• Have you noticed a non-target "", on which there were conversions? Check the lists of requests and stop words. You missed something.
• Study the behavior of users after they visit the site. Are there too many bounces (less than 30 seconds on the site)? What phrases and ads are most used by refuseniks? Disable unsuccessful options and add new ones instead.
• Segment your data when analyzing. Evaluate work with different requests separately. Feel free to experiment with woofers and low CRT keys. Search engines provide a clue, but not a solution. Check out different ideas.
• Study your competitors. How do they work with context? What keywords are chosen? Why are they shown more often than you? Learn from those who are successful.

Why do you need contextual advertising specialists

As you can see, setting up in Yandex and Google is not as difficult as it seems. But this work is extremely laborious, requiring a significant investment of time and attention. At the same time, to obtain an optimal result, it is not enough to adjust, you also need to constantly study the effectiveness and make adjustments.

Otherwise, you run the risk of being among those who spend an advertising budget with extremely low performance, become disappointed in the context and write angry reviews about the "incredible high cost of search engines for business."

If you do not have the time and desire to deal with the project every day, there is no experience in writing selling ads and skills in compiling competent lists of keywords, it is better to entrust this work to specialists. In addition to all the above skills, professionals in their work use specialized programs that automate part of the work, which also increases the efficiency of work. This is especially noticeable at the stage of monitoring and timely introduction of changes. Cooperation with specialists in setting up contextual advertising is a solution for those who strive to be among the leaders.

While the majority of Russians are in a pre-suicidal state in honor of the first working day after long new year holidays, we are already reviewing an article for those who want to save money on Yandex Direct and Google Adwords contextual advertising, not wanting to pay directors for “running” advertising that has already been configured.

So, how to automatically change Yandex Direct and Google Adwords bids?

There are many services out there, but I chose Elama. To be honest, I can't say that it took a long time and dreary to choose. I stumbled upon them somehow in the vastness of another resource of Russian "startups", read several reviews (positive, bad, and there were none) and decided to try.

On this moment I worked with this service for 10-15 projects (from 2 to 15 advertising campaigns in each account), in general I am satisfied, but let's dwell on what Elama is and what it is eaten with.

Contextual advertising management from Elama: experience of use

Elama is a free service for automatic management of contextual advertising rates

As a matter of fact, I do not know anything about how this service works in detail, but I know that it is a partner of Yandex and Google (therefore it does not take a commission for automatic advertising management), a proven service that organizes rather interesting webinars on contextual advertising and analytics , a thing that for six months of use did not cause negativity and bad associations in me.

Of the pros:

• really works
• does not make the brain
• clear interface (relatively)
• adequate technical support
• does not take any commissions
• offers free and interesting webinars to improve your advertising campaigns
• seamlessly integrates with standard Yandex Direct and Google Adwords advertising accounts

Cons:

• one account - one budget: you cannot upload projects with different budgets to one account, you will have to create a bunch of accounts
• thresholds for replenishing the budget of the service itself (from 1,000 rubles) and each contextual advertising service.

How to use Elama - short and clear instructions

We register and receive data for the Yandex Direct account. To receive data to the Google Adwords account, you will have to make a request and wait a little, but the guys do everything quickly.

We go to the interface by login-password:

Here is the button to replenish the balance, it replenishes the general balance, from which you can spread it to Google and Yandex:

In order to distribute money to accounts, you need to drive in the amount in the appropriate field and click "transfer":

Google immediately withholds 18% VAT, Yandex puts this amount in every click.

For automatic control rates click here, there is such a button under each advertising campaign, which gives us the opportunity to configure everything very flexibly up to the fact that the “bold keys” will show impressions at night, when the rate for them is much lower, and during the day we show ads for low-frequency users:

A window opens for us to manage display rules.

1.select the days and time of day when the rule will be in effect
2.Choose what the program should do (where the ad will be placed)
3.maximum bet for this rule

If we show the ad only during the day, then we create one rule for daytime impressions, the second for disabling impressions at night (point 2). Many, many variations are possible. You can also turn off impressions at a particular time or days.

What is the best way to set up contextual advertising through Elama - my personal opinion

I always use the standard advertising rooms Yandex Direct and Google Adwords to work with the Elama service, although they have their own customizer. The fact is that standard advertising campaigns always provide a much more flexible and wider customization potential, all sorts of ad extensions, point targeting and other tricks are much more difficult to implement through third-party services.

Finalchka

The Elama service is good in the range of activities for which it is intended - managing the rates of contextual advertising in automatic mode... Using Yelama, you can save on running the advertising campaign itself, because the bids will move depending on the rules that you set, and not on how the person you were going to pay for running your advertising campaigns controls them. The main thing is to keep track of your budget and do not forget that any automated process it is worth controlling, we are not a business youth ...

Contextual advertising is everywhere. When we go into a search and type in a query, most often, ads are shown to us first and only then the search results come. When we go to a news site, banners with advertisements are displayed right in the articles or on advertising spaces.

In this article, we will take a closer look at what contextual advertising is, how it looks and works. What systems and services are most often used to launch contextual advertising on the Internet.

What is contextual advertising in simple words

Contextual advertising is a type of advertising on the Internet that represents a text or image ad and is shown depending on the request (context) of the user. The advertiser himself chooses for which requests and on which platforms the advertisement of his site will be displayed. There are two main types of contextual advertising: thematic and search.

Surely, you have already noticed that during the search, in addition to the main search results, advertisements appear above and below on the topic of your request and with a link to a site that contains the product or service you are looking for.

Also, contextual advertising ads are found on other sites that participate in Advertising network Yandex (YAN) or Google (KMS). These ads are shown based on the history of requests that we entered and the sites that we visited, as well as depending on the resource we are currently visiting. So, with a greater degree of probability, the site about health will show advertisements for contextual advertising on the topic of medical services.

Special automated system determines the content of the pages of the site and finds ads that match the information on this page. Thus, advertisements for sale household appliances appear on the pages of the site about repair and construction.

Types of contextual advertising

Search engine

Search contextual advertising will be shown to the user if his request matches those specified by the advertiser in the settings of his company. The main advantages of this type of advertising is that the user himself is interested in a certain product and writes about it in the search box, we can only say (with the help of advertising) what we offer given view product.

This ad works in all major search engines Yandex, Google, Rambler, Mail, Bing, Yahoo, Badoo and others. At the same time, the algorithm for displaying advertisements for each individual system may differ, as in the case of Yandex and Google. And such a search engine as Badoo (the Chinese analogue of Google) is partly closed at all, since it is possible to place ads there only when you are in China.

Thematic

Thematic contextual advertising will be shown to users on sites that participate in affiliate programs ( , ). The display of what kind of advertising will be carried out depends on the last queries entered by the user or the sites of which topics he visited (which is also the context).

Most likely, you yourself have noticed more than once that after searching [ buy boots], on the pages of other sites and in social networks ads are starting to appear offering the purchase of shoes. By the way, this is the main advantage of thematic contextual advertising, even if the ad was not viewed or clicked on in the search results, it still remains a chance to attract a user to your website and tell about the product.

But there are topics for which it is prohibited to display ads based on user behavior ( medicine, goods for adults), so they can use a different type of thematic contextual advertising - contextual targeting or display by sites... For example, on a forum about medicine, in the discussion thread about implantation of dentures, an advertisement for dentistry may be shown.

Could it then happen that your advertisement will be shown on a poor-quality website or on a website that violates the legislation of the Russian Federation? No, because only verified sites can participate in affiliate programs. However, advertisements can be shown on news sites, next to news of disasters or other disasters. You can turn off this ad serving on Google.

Retargeting and remarketing

We have moved retargeting and remarketing to a separate section, because they can be used without involving the first two types of context.

• Heading
• Promotional text
• Main link (address of the advertised site)
• Contact information (address, telephone)
• Quick links (main sections of the site)
• Refinements ( Additional Information), links (the landing page that the user will land on when they click on the ad), and additional elements.

For example, this is what a Google ad looks like. Depending on the company's settings, certain elements of ads may not be shown - in the picture below, the first ad does not have a block of quick links, but it has products and a cost.

Let's now take a look at the same query.

By clicking on the invisible "Show all" link, you can see all advertisers who participate in the auction for the entered query, which helps to evaluate competitors.

The first page of Yandex search results contains a maximum of 7 ads: 4 in the top block (special placement) and 4 in the bottom (guarantee). Google has 4 at the top and 3 at the bottom.

Traditionally, the formats that can be used for impressions on the Google Display Network are slightly larger: text, graphics and video.

Control

Contextual advertising can be managed manually using special services or through an agency (contractor). But in any of these cases, you must be able to control the process, and for this we will analyze all the advantages of contextual advertising, analysis tools, and also learn how to calculate an approximate budget.

How to work with Yandex.Direct and Google Ads in one account?

• automatic word selection,
• automatic generation of ads,
• Smart rate management,
• a unique technique for suggesting negative keywords.

The system is suitable for professionals and business owners. There is gnew industry solutions.

Real-time statistics are shown.For specialists - a lot of precise settings.

Advantages

Once again, we will say that the most important advantage of contextual advertising, which ensures a constant influx of new advertisers, is showing ads only to really interested users who are located in the region or city where the company operates.

The search engine is a huge hypermarket where the buyer, instead of walking with a cart between the product lines, simply types in the desired query. Your task, if you want to attract him to the site, think over what requests he will enter and how to interest him.

1. You pay only if the user has made a transition to the site by clicking on the ad.
2. You set the price you are willing to pay for the transfer of one person. At the same time, you can set different cost per click for different ads and companies.
3. For each keyword (search query), there is a separate auction for impressions - you can select only the most interested users. But the higher the bid, the higher the ad will be shown.
4. You can cut off unnecessary users and requests (minus), for example, free, download, video and others.
5. Transparency - you know what you are paying for, how many people visit the site and how many new customers appear. During the first week, it will already be noticeable how these indicators change.
6. You can launch an advertising campaign very quickly. The first ads can be set up in just a few hours.

Indicators in contextual advertising

CTR (click-through rate)- the percentage of click-through rates of advertisements and one of the key indicators for contextual advertising. A measure of how well an ad is engaging users. This indicator is calculated automatically by ad systems as a percentage, as a ratio of clicks to impressions.

Conversion- in order to track conversions (an application left on the site, a lead), you need to install and configure analytics systems (Yandex.Metrica, Google Analytics), and set goals in them. To track calls, you will need to set up the Call Tracking system, and to track offline conversions, you will need to manually enter data into the analytics systems.

Analysis tools

In order for contextual advertising to be even more effective, you need to track statistics and make changes based on the analysis. Let's take a look at what basic PPC analysis tools should be in the arsenal of every internet marketer.

• , Rush-Analitycs.ru, Serpstat - help in collecting keywords for advertising companies.
• Reports Yandex.Direct and Google Ads are built-in reports in which you can look at which specific keywords or on which platforms the advertisement is displayed.
• , - free analytics tools to help track conversions and user behavior on the site. I require synchronization with advertising systems.

Price

Do you want to calculate the cost of contextual advertising for your company correctly or "like everyone else"? “Like everyone else” is when an owner or a marketer says that we can spend 1000 rubles a day on advertising and based on this, the budget is set. The correct approach would be to do decomposition. For example, you need to sell 200 units of products per month, this will allow you to use all the production facilities of the company and all employees. On our site, the conversion is approximately 4-5%. At the same time, the conversion from lead to client is 40%. It turns out that in order to attract 200 new customers, we need 500 applications, i.e. about 15 applications every day, for which, based on the conversion of our site, we need 300-350 unique visitors per day. The average cost per click is 10 rubles. It turns out that our monthly budget for contextual advertising should be at least 90,000 rubles.

Contextual advertising systems

Yandex.Direct

In recent years, Google has selected a significant portion of Yandex's audience thanks to mobile traffic, but nevertheless, more than 2,000,000 people use Yandex search every day! It is the largest Russian search engine. Therefore, advertising in Yandex Direct is very popular. In addition, Direct is simpler to configure.

• on Yandex search results pages;
• on the sites of the Yandex partner network ().

The choice of which ad will be shown for a specific request and for a specific user is automatically determined by Yandex algorithms based on relevance to the topic, rate per click, CTR, city and other indicators.

Google Ads

More advanced interface to which in recent times Yandex Direct moves, offers. In addition to a variety of tools for setting up and analyzing the effectiveness of advertising, which implies more painstaking customization, Google allows you to advertise your site not only in Russia, but also around the world (except China and North Korea).

By analogy with Yandex, advertising is divided into search and thematic. (CCM), and in addition to the pages of the search engine and partner sites (including Bing and Mail), it assumes display on the pages of Google services (Maps, Gmail, Merchant, YouTube, Pictures, etc.).

Wherein for YouTube and Gmail, you can set up ads separately, in the form of a letter or your own video, which significantly expands the advertiser's ability to reach out to their target audience.

Also, you can separately set up advertising campaigns for mobile devices (tablets and smartphones), which, depending on the target audience, allows you to make targeting more accurate. And in advertisements, in addition to standard clarifications and quick links, you can customize the display of goods and services with their cost.

Geographic targeting can be set not only to a region, country or city, but to a separate area by setting a point in the right place on the map and specifying the coverage radius.

Contextual advertising in 2019-2020

If a couple of years ago, you could simply collect a database of relevant keywords, write ad texts and track bids, now, with the rapidly growing cost of a click and competition, you need to be able to work with all possible formats and targeting. Find exactly those visitors who will make a profit, and not just go to the site. Find your way by testing different approaches and formats. Because there is no longer a single correct approach to setting up ads.

In addition, if earlier there was a significant difference between Yandex Direct and Google AdWords, today it is becoming less obvious, and in the future it will cease to exist at all. This is because Yandex is introducing more and more new tools in order to catch up with its foreign competitor in terms of a set of tools.

It should be noted that contextual advertising in 2019 becomes more personalized, the possibilities of targeting to various audiences are expanding. The importance of proper customization for those users who search from mobile devices is growing in importance. More ad formats are coming. Analytics capabilities are increasing.

All this serves as the basis that the contextual advertising market in 2020 will only continue to grow. More and more new advertisers will come, who will be more aware of advertising on the Internet and will be more demanding on contractors. Nevertheless, this direction, one of the most promising on the market for at least another 5-10 years.

Sergey Arsentiev

Services for setting up advertising companies in Yandex Direct and Google Adwords

And deservedly so: after all, this is one of the fastest and most inexpensive ways to get real customers to the site.

You can set up advertising campaigns yourself in the Yandex.Direct and Google.Adwords interface, including using mine, or you can entrust this work to me, then you will save your time and get a guaranteed result.

How search ads work

Every day, millions of people search for information on the Internet using search engines, for example, Yandex.ru, Google.com, Mail.ru, Tut.by, etc.

These search queries are used to display advertisements.
For example, a user entered a search query: "setting up Yandex direct is cheap" and he was shown an advertisement, including with my services

The same applies to any type of activity: whether it is advertising construction services, online stores, furniture, cars, various courses, etc. - for any search queries you can customize advertising campaign and get customers who are interested in your products or services.

What you need to launch an advertising campaign:

1. Find words to show.
2. Create and set up a dedicated advertising account.
3. Enable website ads for the selected words.

Everything is simple and effective!

In this case, you can select the region and time of impressions, for example, you can show ads only in Minsk or only in Moscow on weekdays from 8.00 to 18.00, or you can spin the advertising campaign around the clock in all regions.

I specialize in the most popular contextual advertising systems - Yandex.Direct and Google.AdWords, which together cover almost 100% advertising market runet and I can offer a competent setting of your advertising campaigns in these services.

What i guarantee

Cost of services for setting up Yandex.Direct and Google.Adwords

I offer the creation of turnkey advertising accounts in search and networks, the client just needs to fill out a simple advertising questionnaire, then I will select requests, compose ad texts and upload the campaign to Yandex or Google. Next, I will make the basic settings in order to avoid cost overruns and try to attract the maximum target audience.

To date, the cost of customization services for 1 group of goods or services in one campaign:

Yandex search

5,000 Russian rub.

for 1 campaign

Google search

6,000 Russian rub.

for 1 campaign

Yandex networks

5,000 Russian rub.

for 1 campaign

6,000 Russian rub.

for 1 campaign

Discount!

One campaign "Renovation and finishing services" in the search and in the Yandex networks:
Within the campaign Group 1 = "Apartment renovation" = 200 words
Within the campaign Group 2 = "Office renovation" = 100 words
Within the campaign Group 3 = "Repair of cottages and summer cottages" = 150 words
Within the campaign Group 4 = "Bath Repair" = 50 words
Within the campaign Group 5 = "Repair of garages" = 100 words

Total: 5000r (Yandex search) + 5000r (Yandex network) = 10000r for a turnkey setup.

If you need to set up a separate campaign in Google, then use Google's rates.

Pay to create a campaign only once.
No monthly fees or hidden fees.
Full access to your account.
I do not receive% of your budget, so I try to save it, and not spend too much

You can then replenish balances yourself (for example, using Yandex.Money, WebMoney, Visa / Mastercard) and do not depend on intermediaries or agencies. However, you always have the opportunity to start working with an already configured account through any agency and replenish the balance from your current account.

Important information!

If you have many diverse areas (courses foreign languages, programming courses, summer camps for children, etc.), then you will have to in each direction do your ad campaign, with their own queries, negative keywords, settings, quick links, etc. Multiply the cost of setting up one campaign by the quantity to get the final price. If there are many campaigns, additional discounts are possible.

I accept electronic payments all over the world (Visa / Mastercard, WebMoney, Yandex.Money, Priorbank, Belswissbank, Sberbank, Alfabank, payment terminals, etc.).

Automatically after payment Yandex will send a check by e-mail.

Promo code!

You can get a promo code that gives 5% discount from the cost of setting up advertising in Yandex and Google.

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