How to advertise on Google. Contextual advertising Yandex-Direct and Google-Adwords
Also at the end there will be separate articles and cases related to Google advertising. This will be vocational training and detailed setup advertising campaigns. As well as ad optimization, cost calculation and much more useful things.
Contextual advertising Google Adwords
Let's talk about how Google Adwords contextual advertising works. I will say that this system allows you to completely control your advertising budget. Only you decide how much to spend on.
Costs are influenced by 3 factors:
- Daily budget
- Cost per click (CPC)
- Ad quality
Daily budget- this is the amount you are willing to spend daily on displaying advertising in Google Adwords. Ads will continue to run until the budget amount you set is exhausted.
To ensure that your ads are shown as often as possible, you can select a recommended budget, which is listed in the Settings tab in your Adwords account.
Cost per clicks(CPC) is the amount you are willing to pay for each time a potential customer clicks on your ad. You can set the same CPC for all keywords, or increase bids for the more effective ones.
For example, you can increase your bid for your best-performing keyword to ensure that ads for that keyword appear in a higher position. Traffic Estimator (one of the Adwords account tools) will help you determine optimal size rates.
Another factor that determines the position of an ad on a page is ad quality.
Why do people use search engines? And to quickly and easily find the information they need. Therefore, it is very important that your ads, keywords and landing page match the user's request as closely as possible.
To evaluate the quality of ads, the system uses a quality score.
It is presented in your account. To improve the quality of your ads, you need to change their text and keywords so that they are as relevant as possible to user queries.
The system places special emphasis on quality of ads. Therefore, highly targeted, relevant Adwords ads appear in higher positions at a lower cost per click. So, the more precisely you target your ads, the more effective they will be.
Regularly reviewing and adjusting your budget, bids, and ad quality will help improve your ROI on your ad spend.
Google advertising and its types
In general, like Yandex Direct, Google Adwords is divided into 2 main parts:
- Search advertising— ads in search results (analogous to Yandex Direct)
- Display Network(KMS) is an analogue of the Yandex advertising network (YAN). But the capabilities of the CMS are many times greater than those of the YAN.
Search advertising Google Adwords
When you type a query into a search engine, the home page Google can see ads above and below organic results. This is paid search advertising from Google Adwords.
Moreover, it can be broadcast not only in Google search. If, for example, you open the little-known search engine Aol and enter a query, you can also see advertisements from Adwords. That is, such ads can be broadcast on partner sites.
If a free widget is installed on the site to search for relevant pages specifically on this site, then advertising will also be shown to you in the search results.
Probably many people are asking questions like how to advertise on Google for free. I will say that there is a solution! However, his path can be long and not always bring results.
Google organic results The solution lies through organic search results. This is also a kind of advertising on the Internet. But getting to the top positions is not always easy.
Therefore, for such cases, our website has a separate section on. There you will find many useful manuals that will help you promote and optimize your sites.
Product Ads
You enter the name of a product in a search. For example, phone model. Further below, under the search bar, product advertisements for the product you need will be displayed. Here you can see the image of the product, its name, cost and the company that sells this product.
Google Product Advertising in Search Such advertisements indicate the name of the product, its photo, cost and other important information. That is, before going to the site itself, the user already receives information about the product. Therefore, all he has to do is place an order.
Contextual Media Network (KMN)
The second part of Adwords is the contextual display network or display network. First of all, these are text banner ads on partner sites. In this case, your ads will not appear in search results. They are broadcast only on the pages of partner sites.
Google Display Network Of course, not all sites will be relevant. Therefore, it is not worth showing your advertising on all platforms. We will also talk about this in this section.
The Google Display Network, like the Yandex advertising network, has a huge number of sites connected. These projects place advertising on their pages Google blocks Adsence. Thus, site owners have a source of income from the project.
In-stream— the video clip appears at the beginning, in the middle or at the end of the main video. It can be skipped after 5 seconds.
Advertising on YouTube in the form of In-Stream and In-Display Google in-app advertising
It is worth noting that every year Google in-app advertising is becoming more and more popular. Indeed, recently the volume of mobile traffic has increased very noticeably.
Google in-app advertising More and more people access the Internet from smartphones and tablets. Therefore, Google cannot miss this opportunity. For such people, he also advertises on mobile apps.
Advertising an application on Google Play Elements of advertising in Google Adwords
Now we will go through the main elements of advertising in Google Adwords. I will list them below:
- Heading
- Text
- Display URL
- Additional links
- Telephone
- Address
- Application link
Essential elements
Top comes first title. If the ad is displayed not on the side, but above or below the search results, then either the site domain or the beginning of the ad text can be added to the title.
Heading Then there is one more mandatory element - this Announcement text.
Text The third required element is display URL. This is the URL that shows the user what page you are taking them to. There are 2 conditions here. Firstly, there should be no spaces in the link. Secondly, it must contain the site domain.
Display URL Additional items
Additional links 
Clarifications in Google Adwords Next comes telephone. It appears slightly differently on mobile devices. Unlike computers and tablets, there is also a “Call” button. When you click on the button, money is also debited.
Phone number in ad The phone display format is regulated by Google. If you are within the country, the long-distance number is displayed. If you search in another country, the number is displayed in international format.
Taken from the Google My Business service.
Displaying an address in Google contextual advertising Another interesting point.
Mobile ads may display more than one address. The Google My Business service has functionality not only for adding a company, but even its entire branches.
If someone searches for your company on a mobile device, they will be shown one branch address. Or multiple addresses may be displayed if they are equally distant from the user. When you click on the address extension, the person is taken to the map.
Let's move on to expansion reviews. What are they and where do they come from?
Reviews in contextual advertising Google Adwords If there is a review from some trusted resource, then you can provide a link to it and briefly quote the response itself in Google advertising.
Unfortunately, you won’t be able to post your own review on your website and provide a link to it. According to the system, your response will not be on a completely trusted resource. By trust project we mean sites like BBC, Natinal Geografic and so on.
Let's move on to expansion mobile applications. It is only displayed on mobile devices. It may look completely different.
Mobile app By clicking, you go to either Google Play or the App Store and download the application itself there.
The next extension is . It appears when your Google+ page gains more than 100 subscribers. Only then will this extension be displayed in .
Google+ in ad The latest extension is structured descriptions. It implies some kind of enumeration. That is, what brands do you work with, what types of services do you provide, what cities do you work in, and so on.
Structured descriptions in Google search advertising Types of Google Adwords Accounts
Now let's talk about the types of Google Adwords accounts. The first type is regular Edwards account. Suitable if you have your own business and that’s the only thing you’re going to advertise.
For example, you deal with windows and therefore want to advertise them. Then you can create a regular Adwords account. This will be quite enough.
If you have several directions or you advertising agency, then I recommend starting customer center. It is also called My Client Center, MCC or Agent Account.
What does a client account look like?
When you open MCC, all you can do there is create a regular account. The main function of MCC is to manage several regular Google Adwords accounts.
My Client Center In addition, My Client Center of a lower level can be linked to MCC. That is, you have employees and each of them conducts his own advertising campaign.
Each employee has a nested client center (marked in green in the figure). You can easily transfer new accounts to him for management or take them away.
At any time, you can go to its client center and see how your employee conducts his advertising campaigns.
Pros of My Client Center
What are the benefits of My Client Center? To begin with, in MCC you can view separate statistics for each account. This is especially convenient when there are a lot of accounts. After all, large flows of information are better processed in one place.
With MCC you can very easily control budgets and payment options for advertising in Google Adwords. It is also very convenient to manage access to your advertising accounts. Especially if you are an agency.
You can switch from a regular account type to the Client Center at any time. It's easy enough to start new center clients and link your existing Adwords account to it.
Google Adwords account structure
Now let's talk about the structure of a Google Adwords account. That is, what campaigns will be in the account. For now, let's talk about the search campaign.
When would you need to create multiple campaigns?
It will work if, for example, you have several services or areas of activity. Let's say you produce furniture. Then you will have one campaign for kitchens, another for wardrobes, a third for children's furniture, and so on.
Or if you have an online store, then there will be separate campaigns for different types product or brand.
If you advertise throughout Europe, then there are English-speaking countries. There are also countries where they want to see advertisements in German or French. Therefore, you also need to create different advertising campaigns for different regions.
If the site is well structured, then most likely its structure will be the same as the structure of your advertising campaign. Below is an example of an account structure for furniture production.
Google Adwords account structure for furniture manufacturing As you can see, we have an account. In it, we created different search campaigns for office furniture, kitchens, wardrobes, and so on.
Structure for outsource development Contextual advertising Google and Yandex - which is better
And answering the question of what is better to use, I will say that for maximum impact it is better to use two tools at once.
This way you can reach the greatest reach of your potential clients and customers. For example, for those regions that most often use Yandex, you can use its advertising formats. And for CIS countries you can install Google.
Or let’s say, if there is high competition and expensive clicks in one system, then you can try advertising in another system using the same keys, but with low cost and competition.
In this section, all articles will be about Google. But the site also has a separate section about. There are many good posts and manuals on this topic. They will be useful to you in mastering this system. Be sure to explore at your leisure!
Pros and cons of advertising in Google and Yandex
Let's touch on some of the pros and cons of advertising in Google and Yandex. Google has ads on the most popular video hosting site, YouTube. There are also many other services for posting ads. The coverage here will be very large.
Although it has many services with a large coverage, Yandex should not be missed either. In Russia, most of the population use it. In fact, Yandex is initially considered to be a Russian local search engine.
Mobile segment
At the same time, I would like to note that the psychology of mobile users is radically different from those who use desktop computers. As a rule, people are more willing to buy goods or order services from mobile devices.
Difficulty setting up
The only thing is that for beginners, setting up Google Advords contextual advertising may seem quite complicated at first. As a rule, this is expressed by the presence of a not entirely user-friendly interface with very extensive functionality.
In Yandex Direct everything is much simpler and clearer. Therefore, for beginners at the initial stage it may seem easier and friendlier to learn.
However, this does not mean that Google cannot be mastered!
If you work with it long enough, this system also becomes more understandable. In general, there are no problems with development here.
I also want to note that Google’s technology is noticeably ahead of Yandex. It has a lot more features. Therefore, what can be implemented in Google cannot always be done in Yandex.
For example, you can target an audience based on specific interests. You can even target one specific site. For example, to a women's forum where mothers who are suitable for our product sit.
But the fact is that Google’s capabilities and technologies are quite extensive than Yandex’s. The latter, as a rule, learns and follows in the footsteps of the former.
Website moderation
There are also differences in the moderation of partner sites in KMS and YAN. In the Yandex advertising network it is stricter. For example, resources with attendance of at least 500 people per day are allowed. Also, not all topics may be eligible for display.
It's much easier here on Google. Sites can also be accepted with zero traffic. Therefore, in YAN there are few quality platforms for display than in KMS.
Therefore, in CMS you need to monitor the settings very carefully. You need to weed out unnecessary sites and monitor the price. Otherwise, you can quickly drain your budget into emptiness. In YAN, you also need to monitor the campaign settings. But it's a little safer here.
Web analytics
From the point of view of web analytics, the most powerful tool will be Google Analytics, not Yandex Metrica. But despite this, I also recommend using these two analytics systems at once.
For example, Yandex has a web viewer. You can literally watch how a person used your site. Even foreign companies They specifically set up a Metric for additional assessment of behavioral factors.
In YAN you can use targeted queries. You can also do catch-up advertising. For example, if a person previously looked for something in a search, then it will then be periodically shown to him in the Yandex advertising network.
The logic of the work of the CMS is slightly different from the YAN.
On the Display Network, we target a specific audience. It has some characteristics. We need to select all this and combine targeting not only from keywords, but from all the characteristics combined.
In addition, the queries themselves in the Display Network work on a different principle.
There is no point in using low-frequency or mid-frequency queries. The system itself analyzes your set of high-frequency words. Based on their combination, she independently selects the audience to whom online advertising will be shown.
Let's say you've collected enough conversions and passed this information to Adwords. Then, using its complex algorithms, the system analyzed those people who converted you. Then she gathered other people very similar to them. For example, by interest, by age, and so on.
They may not be included in our targeting initially. However, the system determined that they should be close in interests. As a result, Google expands targeting in such a way that the final price still remains within the specified limits.
And that's all!
This was just an introductory part. But this is not all the information from this topic. Google advertising requires a more detailed study. Therefore, below you will see articles that fully disclose certain issues on the topic. Choose the article you need and study carefully.
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In this article we look at all the features of Google Adwords. I’ll also tell you why you shouldn’t give up such a tool and how you can use it to increase your profits. We will also analyze the similarities and differences between Google Adwords and Yandex Direct.
Google AdWords gives you the opportunity to attract targeted traffic through contextual advertising. Among search engines in Russia, Google ranks second, accounting for a little more than 40% of search queries (Yandex has about 50), and in terms of the number of sites on which AdSense is installed, Google is ahead of Yandex with its YAN.
AdWords ads can appear in search:
On partner sites:
- Despite the seemingly complex interface, managing campaigns and ad groups is very simple;
- The ability to flexibly configure many parameters, create experiments and reports in two clicks;
- The quality of ads affects the cost per click, good ads(with a high CTR), Google will show more often and in better positions;
- The cost per click is lower than in Yandex, since in AdWords there is less competition among advertisers (in many areas, but not everywhere).
Creating a campaign
To use Google AdWords, you will need a Gmail account.
Google will suggest you use AdWords Express. This is a lightweight version that is suitable for those who do not want to set up ad displays themselves. Here you can create an advertising campaign in just a few minutes, for example, Google immediately indicated geographic targeting to me only based on the url of the site http://mediasimple.ru. I don't recommend using AdWords Express, so switch to traditional AdWords, which gives you much more options.
To create a campaign, you need to specify its type; as you can see, there are several options.
Search network – your ads will only be shown in Google search results, as well as on partners who use the company’s search;
- Display Network– banners on sites that host AdSense blocks;
- Display and Search Network– combined method;
- Google Shopping– a good option for the sale of specific goods;
- Video– for those who have a promotional video, it will be shown on YouTube and other sites;
- App campaign– application advertising.
The optimal solution is to create separate campaigns for the Display Network and the Search Network. Advertising on partner sites has its own specifics, so it is better to create ads separately. For example, there you can enable payment for impressions, not for clicks.
You will be asked to select the type of ad, here it is better to put it right away "All functions" which allows the use of video and graphics. "Standard" will allow you to create and display only text ads.
The type of devices on which your ads will be displayed cannot be specified at this stage, so please enter your location. As you can see, you can not only add a specific region, but also exclude it. Below Google offers me to show ads, including on English-language sites, I will not take advantage of this offer, I only need the Russian language.
Now you need to choose a betting strategy.
You can see that there are six automatic strategies that will set the price themselves, and you can only specify a daily budget. It is also possible to set a price per click manually; it is better to select this option, which is what I will do in my example. The fact is that automatic strategies will not allow you to optimize your advertising campaign, manual setting almost always much more profitable. I'll tell you more about the betting strategy below.
And last but not least, you can specify additional information for all advertisements at once:
- Location– display of address and phone number;
- Additional links– the ability to add quick links to individual pages of the site to the ad;
- Call– when displayed on mobile devices, the user can immediately call you by clicking on the phone number.
Now we need to create an ad group. The initial settings should not raise any special questions; the screenshot shows the filled-in fields; also note that a preview of your ad is available on the right.
- The title should contain a key phrase, this increases the effectiveness of the ad;
- The text must have a call to action;
- If you put a period at the end of the first line of the description, the text will be displayed in the first line:
- If you have discounts, promotions and other offers beneficial to the client, indicate this in the ad text.
Now you need to specify keywords, you can see that Google itself offers you categories of words from which you can choose those that are right for you. Keywords must be relevant to your ad. You have two options: add keywords right away, or skip this step and use the keyword planner, which I’ll talk about below.
You need to know a very important nuance of selecting keywords in Google. By default, all keywords are set to broad match, which means that your ad will be shown using different word forms, which is not always acceptable. You can change this in the settings:
Either write the words in quotes or surrounded by . If you write key phrase in quotation marks, then this will allow phrasal matching, for example, “buy a cow” can be shown for the queries “buy and sell a cow”, “buy a cow”. If you enter [buy a cow], then the ad will be shown only for this request; if the request is entered with an error (buy a cow), then your ad will still be shown.
Below you need to indicate your bid per click, then click "Save" and you will be taken to the campaign page.
Google Keyword Planner
From correct selection A lot depends on keywords, it’s better to immediately use a keyword planner. There is the ability to automatically select keywords by site url or by specified keys, as well as by goods or services. I entered it like this:
The good thing about Keyword Planner is that it shows you the number of searches per month and the recommended bid. I got this result:
It is clearly seen that in queries with the word “Kazan” there are very few impressions, but the rate is much lower. However, I will add keywords only with the word “Kazan”, if I had an ad with the text “Site Promotion”, without geographic reference, then I could choose other options. But the keywords must match the text of the ad, otherwise its effectiveness drops greatly, and click-through conversion will be low.
Add suitable words to the plan, then click “View Plan”.
Now you will understand why we did not immediately enter keywords in the campaign settings. You have the opportunity to transfer the selected plan to your ad group, to do this, click "Save to account" and choose "Add to existing ad group".
You have the opportunity to use Google Keyword Planner and create new group advertisements, in the future it is better to do it this way right away, as it is much more convenient. Well, now we return to the campaign we created and there we see that all the keywords have already been added:
Please note that the AdWords Keyword Planner adds phrases without quotes, they are broad match, so highlight all (or desired) keywords and select a match type:
Working with ads in Google AdWords
In my example, I have created one ad, although, in fact, I need at least two for these keywords. Separately for “development” and separately for “promotion”, since these are different services that require different ads and groups of keywords.
In this interface it is possible to create any other types of advertisements, let's try to create a graphic one. Keep in mind that for display ads (which includes image ads), you need to create a separate campaign. Simply because the specifics of ads are different, the settings for text ads are not always suitable for display ones.
If you forgot to select a type in the campaign settings "All functions", then this menu will not be available to you, you will have to change the settings (this can be done at any time). For creating graphic ad you will have two options:
- Upload yours;
- Let Google create it itself by specifying the site url.
I chose the second option, the result was like this:
If one of the options suits you, then you will only need to specify the title and text by clicking “Edit”. As you can see, several options are quite acceptable and can be used. When all options fail, it is better to create your own. You will also have the opportunity to change the background and button colors of Google's suggested options.
By selecting the item "Gallery of ad formats" You can create other types of declarations:
There you can upload both your own options and use the proposed templates that can be customized. Of course, this feature is not available for video ads and lightboxes, where you will need to upload your own content.
The Google AdWords interface seems very complicated to beginners, there are many menu items, a huge number of settings, but in fact, you can master it quite quickly. Above, I looked at the basic settings that are needed to create ads, the rest allow you to customize them more finely, and also provide opportunities for analytics. Next, I'll talk about other useful AdWords features.
Experiments
As you know, in contextual advertising it is necessary to conduct split tests (A/B testing), which will optimize costs, increase CTR and conversion. Google AdWords gives us a convenient built-in tool for such testing. To do this, in the campaign settings you need to mark "Advanced settings"(if they are disabled), then select "Set up an experiment".
You must immediately indicate the beginning and end of the experiment, as well as the ratio of auctions between the experimental and control groups. Right here are links to the ability to change your campaign parameters, your ad, or your keyword list.
Create an experimental ad. To do this, copy an existing one, and then make changes to it. After this, the modified ad needs to be connected to the experiment; you can do this like this:
After this, you can run the experiment on the settings page. Clicking "Segment" you can select the parameter by which you want to evaluate the results of the experiment. You can compare:
- Various header options;
- Ad text, presence and absence of words like “discount”, “promotion”, “free”;
- Color and design of graphic advertisements;
- Dimensions and location;
- Different keyword options.
You can come up with a lot of options if you have interesting idea, it’s worth testing; it’s good that AdWords has this feature built in by default and you don’t need to use third-party services.
We track efficiency
Efficiency is assessed according to various parameters, which depend on your tasks. Most often these are economic and financial indicators or other targeted actions (registration, etc.) that is, conversion.
Goals and targeted actions can be tracked using Google Analytics, for this you need to link it to AdWords. Analytics provides very broad opportunities for tracking goals; you can read more in the article “Google Analytics”, where I paid special attention to this point.
You can track calls manually by keeping your own records, or you can use the built-in capabilities of Google AdWords. Look for them in the “Tools” menu, “Conversions” section. We will be offered to track calls in one of three ways.
For Russia, only the last option is available, which tracks clicks on a phone number in mobile version. Of course, the data will be incomplete, but in any case, connecting this function will be useful.
Google also makes it possible to add tags to a site to track specific visitor actions, add code to an application to monitor its downloads or how users interact with it. It is possible to import data from other systems.
Betting strategy
As I wrote above, automatic strategies can of course be used, but setting prices manually usually allows you to achieve best results. AdWords works on the principle of an auction; the higher the bids, the higher the likelihood that your ad will be shown.
If the recommended CPC bid is too high for you, you may want to try changing your keywords and audience settings as this may affect your price. True, we should not forget that in this case the potential audience will become smaller, which is why they create several ad groups rather than adding all the keywords into one and for a wide audience.
That is, you can create one ad to show a conditional audience of a thousand people and pay 100 rubles per click, or you can create ten ads, show each to an audience of one hundred people, and pay 50 per click, since there is less competition. The result will be even better, since the ads will be more precisely tailored to their target group.
Payment for impressions is available only on the Display Network (on Google partner sites); this option is not available in search. If you want to use pay-per-impression, you will need to create a separate campaign. There you will be offered the following goals:
The effectiveness of paying for impressions depends very much on your ad; if it is not very successful, then this option can be much more expensive than clicks.
What else is useful in Google AdWords?
To section "Optimization" It’s worth checking out sometimes, they show recommendations for your campaign. Google may suggest new keywords, change your budget, change your bids, and give you other advice. Of course, you shouldn’t follow them thoughtlessly, but you can read them, sometimes it really happens helpful information, which you missed when creating ads.
Remarketing– a useful function for some companies; you can read more about it in this article.
"Mass Operations" make it possible to automate many processes in AdWords, this functionality will be useful for those who work with very big amount advertisements The possibilities there are wide, you can even create your own scripts to suit your needs.
"Shared Library" stores elements that can be used across different campaigns or ads. If you know for sure that you have a lot of data that can be used repeatedly, then it is recommended to add it to the library; this will simplify and speed up your work in the future.
It’s worth adding negative keywords to your shared library. Usually, one common list of negative keywords is suitable for different ads of the same company, so it is better to work it out right away and then add it to any ad group.
Google AdWords seems more complex than Yandex Direct, but in fact, it just gives you much more options. Which is better from an advertising point of view? There is no answer to this question; it all depends on how you set up your advertising campaign.
Greetings, dear friends, to the blog site. Today I wanted to talk to you about this type of income as contextual advertising. Many will probably say that there is nothing special about this, and this is just replenishing the pockets of search engine owners. Yes, this is partly true, but site owners also earn very good money from this, I’ll tell you.
contextual advertising, as the name suggests, is located in the site content itself and is designed to analyze the material (content) that is located around the ad and produce a generated block of advertising on a similar topic, leading to a particular site where more information is given about it detailed information. The owner of a website or blog, having placed these advertising modules in his text or other free blocks, will receive his percentage from user transitions, everything is very simple.
Questions may arise such as what criteria are used to display advertising and why should users click on it? Search engines keep track of user transitions throughout the entire time and try to help him find this or that product or service based on his preferences and, based on the data received, form results both in search and in advertising units. You've probably already watched it more than once, if not, pay attention, let's say you were looking for "cabinet furniture" in Yandex and went to several sites, looked at something and went about their business, for example, in the mail and look at the Yandex contextual ads that began to show exactly the topic in which you were recently interested. That's how it works.
Therefore, if you decide to place on your website contextual advertising then this must be done where the user will be interested in what he is looking for. I advise placing advertising in the text of the article itself, since it will be surrounded by thematic content and the advertising will be similar in meaning and will not distract the user from clicking on the advertising block.
Cost of contextual advertising
The cost of advertising is not so small and can reach companies for different topics up to 5000 rub. in Week
. Many advertisers lay out a budget that amounts to from 15,000 to 20,000 rubles.
To calculate your budget cost yourself advertising company you don’t need to be a mathematician or have any specific knowledge, everything is quite simple, let’s say the cost of one click, we chose 1 dollar, we had 300 transitions, therefore we multiply the number of transitions by the cost and get a budget for contextual advertising 300 x 1=300 dollars
, from where we can predict it in the future by choosing the strategy we need for independently conducting contextual advertising. Read the article where I wrote how to reduce the cost per click and did a review about.
Effective contextual advertising and its goals
- Earnings of the site owner from advertising;
- Attracting potential clients to the site.
In order to start making money from contextual advertising, you need to have good traffic to your site and proper placement of advertising blocks that will not be too intrusive and irritate users. Of course, you can place advertising that is not too demanding on the quality of the site and its traffic, but your profit will be very low. If you still decide create a website And make money from it using contextual advertising, then at the initial level you will have to work hard to increase traffic, since systems such as Yandex and Google will not accept your resource with low levels of user activity and low traffic.
Before you start creating your own, so to speak, effective contextual advertising to attract potential clients, you need to analyze your niche and calculate your future advertising budget. After all, with the same investments, you can get completely different returns from one or another advertising company, since everything depends on the basic settings of the advertisement and the quality of its presentation. By quality, I mean the design of the blocks and interesting, enticing text that users should fall for and click on the advertisement. One advertisement will bring you clients and convert traffic, while the other will simply waste your entire budget and have zero return.
In order to choose the right strategy and place contextual advertising to your benefit, you need to analyze what keywords you want your service or product to be found for. Before drawing up an advertising campaign, I advise you to start selecting keywords and drawing up a semantic core for the future advertising campaign.
To keep detailed records and subsequent analysis of the effectiveness of a particular advertising company, you need to create landing page, which can be either on your website or created specifically for these purposes, the so-called Landing Page and (landing page), which is usually made one-page in the form of a small information article with subscription forms, and the ability to redirect the user to a specific product or service that we advertised. I will tell you more about creating landing pages in the following articles.
Having created a landing page, our task is to ensure that the client is sent to landing page to make a purchase, call or order our service. If you don’t have such pages, then you shouldn’t contact such advertising to promote services in search, since you won’t be able to determine its effectiveness and will simply lose your money. You need to configure settings for achieving goals in Yandex-Metrica, which is the main tool for analyzing site traffic and many other indicators. I advise you to definitely set it up for your projects.
As you can see, contextual advertising is a set of rules. It is necessary to approach its settings wisely, select a variety of keywords, write hundreds or even thousands of selling ads, determine landing pages, calculate the optimal budget, such that it can withstand competition, but also not throw money away. Having launched advertising, you should monitor it, adjust rates, and respond to the actions of competitors.
For everything to work effectively, you will need a good specialist director, and if you work independently, you will need auxiliary software with templates and automatic settings. Among the well-known and proven ones is a robotic service with free functionality, understandable and accessible even to beginners.
Let's look at the main advantages of contextual advertising compared to conventional website promotion:
- Advertising companies operate completely on autopilot, using their algorithms in accordance with the company settings you set;
- With proper setup, you can, independently or by a specialist, get a flow of visitors and future clients (conversion) in the shortest possible time without plunging headlong into SEO;
- Clear tracking of budget expenditures for a particular advertising campaign;
- Possibility of budget savings depending on the tasks being solved and the goals set;
- Receiving traffic by placing it in the main visible blocks of the search engines themselves, and their partner services with constant high traffic.
Secrets of contextual advertising and its main types
We all understand that advertising is this is the main engine of trade. And every enterprise, be it small shop or big company, have used advertising at least once, but unlike advertising on TV or radio, contextual advertising is beneficial in that it adapts to the user’s needs and directs him to the desired site with the product or service he is looking for, and if he clicks on your advertisement , then this is already 50% success and confidence that this user will become your client, and thereby you will earn money.
Contextual ads are formed based on the competition of one or another search query to which users give their preference, hence the demand from advertisers is formed. Contextual advertising systems are configured in such a way that when advertising blocks are displayed, a small auction is held to select the highest-priority and highest-paid advertiser, and after that the remaining ads with a lower budget will be shown. Therefore, the higher your bid on advertising, the more likely it is that your ad unit will be the first.
The main providers of contextual advertising are the following services:
- Yandex.Direct- this advertising network places its ads in the mail.ru search engine, as well as in Yandex search advertising blocks and its services;
- Google AdWords- Google contextual advertising, places ads in the search engine itself and the Google Adsense service;
- Runner- Places its advertising in Rambler and affiliated services.
Here is a percentage graph based on the popularity of posting ads:
Advertising in Begun
Runner- a contextual advertising system that was originally created for the search engine Rambler. Considering that the search engine has completely abandoned its search component and uses Yandex technologies, advertising in Rambler began to be used both from Yandex and from Begun. Recently, Rambler's position has fallen sharply, as has activity on it, due to the fact that the search engine itself has become simply a media news portal covering news and advertising. Begun advertising is placed on Rambler, Mail.ru and their other partners and services.
Considering what has just happened with Rambler, I don’t recommend placing contextual advertising there, but you can try buying links in a news portal. In general terms, the Begun advertising network personally does not suit me and it is unlikely that you will get large sums of profit from it.
Contextual advertising Yandex Direct
In my opinion, this is the most promising and popular system sales of contextual advertising today on the Runet (Russian Internet). First, let's look at why Yandex-Direct is more profitable than other advertising placement systems.
Secondly, the placement of Direct advertising blocks is striking and located very conveniently; these are positions below the search bar, but above the sites that are displayed in the results when a user requests a keyword. There is also an ad block on the right and at the bottom, which makes it possible for many ads to be seen, rather than waiting for the user to navigate or refresh the search page.
Thirdly, to get into advertising network Yandex-Direct must have at least 300 unique visitors per day to your website, this is one of the main requirements of this system. From here you can understand for yourself that the requirements for the sites themselves, which will host contextual advertising and earn good money from this, must work on their sites. And here you can expect one very interesting bonus due to the fact that when working with the Yandex contextual system, your resource will be assigned a category and subject and possibly added to the hidden Yandex Catalog, with all the accompanying bonus “goodies”. So draw conclusions about which advertising is most profitable to choose.
Contextual advertising Google Adwords
Like the search engine Yandex, Google has its own system for serving contextual ads, Google Edsense mainly in its search results, as well as on partner sites, and those resources that have been moderated. Getting into this contextual system is much easier than in Yandex-Direct. General principle creating ads is very similar and will not be difficult. And this is what advertising looks like on Google.
As you may have already noticed, the principle is the same, only in Google products with prices are displayed on the right, as in the screenshot, and these are direct links to sites with products, and in Yandex, at the location of the advertisement itself or before the search results, this is a link to the Yandex Catalog or Yandex Market section.
In both contextual advertising systems, you can customize and select the design and type of your ads that interest you. There are several types of advertising: banner advertising, text ad, videos. And here, at your own discretion, you choose those display methods that will be attractive on your site and will give the most positive effect.
You can simultaneously work in Yandex.Direct and Google AdWords using the promotion automation service. It is used not only by direct advertisers, but also by independent optimizers and agencies. This is due to the fact that the interface here is much more convenient than in Direct or AdWords, and you can launch campaigns in two advertising systems from a “single window”. SeoPult also has useful options - automatic selection of words and landing pages, ready-made settings packages for different areas of activity, automatic creation ads and “smart” bid management based on specified campaign parameters. As a result, a campaign can be launched from scratch in just 15-20 minutes. A transparent reporting system will allow you to monitor the results online and make adjustments.
Well, that’s all I wanted to tell you in general terms about the principle of contextual advertising on the Internet and the methods of its formation. Next, we will take a closer look at setting up an advertising campaign for each system separately. Try it yourself and draw conclusions where it will be more profitable for you to buy advertising to promote your projects and sell goods and services. Well, placing advertising on your website is important point future monetization of your resource. Earning money from contextual advertising is a very effective passive income online.
I hope the material will be useful to my dear readers. Subscribe to blog updates and stay updated.
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The cost of a click in Yandex Direct has become prohibitively high, and the number of applications has fallen? There is nothing surprising, configure Direct correctly, today it’s not so difficult; setting up Google AdWords advertising looks much more complicated. In view of this, with the right approach, advertising in Google Adwords can give very good results with a very modest budget.
That is why, especially for you, we have prepared step by step instructions on setting up Google AdWords advertising, relevant for 2019-2020. After reading it you will learn:
- how to set up a Google account;
- how to run ads in Google AdWords Express;
- how to create and set up an advertising campaign;
- what types of ads are there and which one to choose;
- how to structure a campaign using ad groups;
- how to create high-quality advertisements.
So let's get started.
Benefits of Google AdWords
Let's start by talking about the main advantages.
- More low price click regarding Yandex Direct. As I said at the beginning of the article, high competition and a heated auction make Direct an unaffordable luxury. True, this is in to a greater extent concerns the most competitive niches, but will soon affect all areas.
- Selecting platforms on which advertisements are displayed.
- Display in the results of Google search partners (mail.ru, begun, etc.).
- Ability to upload parameters of one campaign for new ones (you don’t have to fill out the same fields several times).
- The impact of ad quality on positions and cost per click. Thanks to a more informative and clickable ad, you can show in 1st place and pay less per click than when shown in 3rd place.
- Allocation of budget by time when you can get the most conversions.
- The ability to set up payment for conversions on the site, rather than per click.
Additional settings
Now go below and open additional settings by clicking on it. This is where we will set up ad extensions.
Structured descriptions
In structured snippets, you can add many additional extensions (by title type) to your ads:
- brands;
- neighborhoods;
- courses;
- places;
- models;
- studying programs;
- recommended hotels;
- styles;
- insurance protection;
- types;
- facilities;
- services;
Depending on the advertised business, you can select the necessary items and add a short description or name (no more than 25 characters) for each. First of all, you should pay attention to the types of headings: brands, places, amenities and services.
Adding structured descriptions