And it is true! Each method of advertising can (and should) be dealt with.
But contextual advertising in Yandex and Google has undeniable advantages:

• It is enough to make just one landing page, understandable to the audience, instead of the whole site
  + it is more profitable to create such a page (from 40 thousand rubles and from 1 month) in comparison with a large site
• When a person enters a commercial request in the search, he is already warm, he does not need to be persuaded to buy
  + costs for identifying the needs of warm customers are lower than for warming up a cold audience
• Ads can be shown for all necessary keywords
  + all potential customers will see your ad
• Improved the landing page, added new ads — the result is visible immediately.
  + minimum feedback period from changes increases profits in any business
• The presence of a site in contextual advertising improves its position in search results and maps
  + advertising gives additional clients from search, google and yandex maps

What you, as a client, need to know about PPC advertising

Before ordering contextual advertising services, you need to understand this topic at least a little: this will allow you to speak the same language with the agency representatives; understand what, in fact, you are offered, and avoid deception.

Contextual advertising is of two main types: Google Adwords and Yandex.Direct.

Google adwords

Showcase ads on Google Search, Google Maps, GMail, YouTube, mobile apps, and the Display Network (over 2 million sites).

Yandex.Direct

Creation and display of ads in the Yandex search engine itself and its partners (the so-called external networks). Among them are such large sites as Mail.ru, Bing, Rambler, Avito, Opera and Viber mobile applications, video platforms (STS, NTV, Komsomolskaya Pravda).

Which advertising system is more effective?

It is impossible to answer this question unequivocally. In most cases, it is advisable to order contextual advertising services in both Google Adwords and Yandex.Direct. In the process of testing campaigns, we compare the number of conversions, the cost of leads, the size of the average check and ROI (return on investment from advertising). Based on this information, we draw conclusions where it is cheaper to advertise, and inform the customer about it.

What tasks does contextual advertising solve?

With the help of well-tuned contextual advertising, it is possible to:

• increase product recognition;
• ensure sales growth;
• inform potential customers about great offers, discounts and promotions;
• increase the flow of users coming from search engines.

The main plus of the context is the ability to give sales «here and now», regardless of which price category the product belongs to. In addition, this method of attracting traffic allows you to monitor the performance and, if necessary, quickly change the settings.

Contextual advertising is most often used in conjunction with targeting and search engine optimization, but in some cases this method of getting traffic is more effective than alternatives. For example, if:

• the target audience of the business almost does not use social networks, then the target is ineffective: you cannot do without context;
• you need to promote high-frequency queries: in SEO it is long and expensive, in contextual advertising it is faster and cheaper.

What is included in setting up contextual advertising

In the process of providing services, we perform the following works:

1. Determination of the target audience (CA). Who, in fact, will the advertising campaign be directed to? Further, we divide the target audience into several groups: by interests, by intentions, by demographic characteristics.
2. Collecting semantics for the selected area of ​​work. We create the basis using services; then we manually work through the most relevant keywords and negative keywords. In ads for advertising, be sure to take into account possible specific, even jargon phrases.
3. Grouping of requests. We sort the keywords into three groups: «hot», «warm», near-target.
4. Writing ads. We write a few and during testing we determine which of them are the most interesting for users and «make» a click.
5. Setting up Google Adwords and Yandex.Direct advertising accounts: choosing regions, time of displaying ads, setting bids, adding images and other properties.

Work on contextual advertising is difficult and really painstaking. After all, the client’s advertising budget is at stake! To avoid a drain, we perform customization only for an agreed (!) Target audience. As a result, we achieve the maximum number of clicks at the lowest cost.