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A long time ago, when Lenya Golubkov advertised vodka and "MMM" on my grandmother's black and white TV, my grandfather was real business, created capital and famously dealt with competitors by trading brooms on the market.
He did not know then either about the existence of the Internet, or, moreover, about contextual advertising in it. Therefore, he got tired of promoting his product on his own quickly, and with entrepreneurial activity it was over.
Now everything has changed dramatically: computers have stopped weighing since a teenager, competitors are no longer rolled into concrete, and ads on the Internet have turned into effective tool gaining customers and increasing sales.
Today we will talk about how to create engaging contextual advertising, in simple terms We will explain how to create ads, set up everything that is set up, and much more.
How to make contextual advertising, if before that you only made mistakes in your own life?
Unbelievable but we've come to an end
Ivan Tseluev
Instead of a conclusion, I will allow myself a few metaphors.
If we imagine that the creation and launch of contextual advertising is an iceberg, then today we have only seen the tip of it. If you don’t want to sink, facing it face to face, just like the Titanic, be able to estimate its size in time and correctly. This will help you decide what you can do yourself and what to entrust to specialists.
Hello, friends.
In this article, we will learn how to make Yandex Direct contextual advertising yourself. At what we will do it completely free of charge, and without the help of so-called "professionals".
Of course, if you wish, you can trust him to set 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 to begin with, let's deal with the basic concepts of contextual advertising.
Choosing an advertising strategy
The first thing you need to do is choose a strategy. Contextual advertising, in fact, there are two different types. The first type is the search contextual advertising, and the second is YAN (Yandex Advertising Network).
Both of these systems are configured in the Yandex Direct interface, but they differ completely - starting from the selection strategy keywords, and ending with the setting of rates 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 conversion. This means that people who come to you from a 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 offer in the search. 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 so the conversion numbers there will be much lower.
What to choose advertising if there is no money?
The Yandex Direct auction system gradually raises and raises rates. And for some particularly competitive queries, the cost per click has already reached the maximum allowed value of 2500 rubles.
Here, of course, there are options for how to pay less than competitors (see below). But in general, you can’t get away from the rate per click. If it says - you have to pay at least 30r. per click to show your ads on the search results page, then you will be forced to pay them.
In YAN, things are a little different. There, the price per click depends only on you and your budget. You can also bet 10. per click, and 3p. per click. This will only affect the speed of typing the required number of clicks. You can find more details in the article "How to set up YAN yourself".
If people hardly search for your product directly, and you first need to “make them want it”, or if you don’t have enough money yet to fight competitors in search advertising, see how best to use YAN.
Of course, there are more ways to use YAN for retargeting and boosting search ads. But that's for 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. At the same time, you get much more clicks than the same competitors. And besides, you get a higher percentage of sales from your clicks.
All this becomes possible thanks to the correct selection of keywords and the correct compilation of the ad. See how this happens in Yandex Direct search contextual advertising.
Yandex makes money the moment someone clicks on your ad (that's why it's called pay-per-click advertising).
That is, the very fact of showing your ad when a user enters a particular query does not bring any money to Yandex. Therefore, he is interested in your ad being clicked on as often as possible. This contextual advertising 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 show your ads in vain. It is believed that Yandex has a regular auction system for displaying ads - whoever sets the CPC higher will show them higher and more often. But in fact, everything depends not on the cost per click, but on the CTR. Let's get to specific numbers.
An example in numbers - how Direct works
Let's say your competitor has a price of 10 rubles per click, and his CTR is 1% (for every 100 impressions, his ad is clicked only 1 time). Therefore, for every hundred impressions of this ad, Yandex earns 10 rubles.
Your situation is different. You set a cost per click 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 is already earning 50 rubles from the same hundred ad impressions.
What ad 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 - exactly one hundred times to show the ad on the search results page.
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 that the user entered in the search bar.
If a user types in “buy a sports bike” and an ad with the heading “Buy bikes” is displayed, then this is one level of relevance. And if an ad with the heading “Buy a sports bike” is shown on the same request, then this is a completely different level of uniqueness, agree?
That is, we need to make sure that all our ads are as close as possible to what a 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 searches for "Olympic tracksuits", then it will much more readily respond to the headline "Olympic tracksuits" than to "Olympic tracksuits". Although in essence it is the same thing.
And all because human attention is very 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 with which we formulated the request - and it is these words that we crave to see.
Thus, we need to ensure that for each possible request and 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 key queries. 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 be able to cope with this task. So they hire "professionals" and hope that they will do all the work simply because you paid them money (and sometimes a lot of money).
Unfortunately, no one will be able to spoil your advertising campaign like professionals. There is a reason why they will never give you the result you want. Here I will not dwell on this in detail.
The main thing that you must understand is that you can do this work yourself. At what you will make it much better, and completely free. If you learn this, then at least you will be able to tightly control the directors, who generally disband, as soon as they sense the incompetence of the customer.
And now let's actually analyze how to make an advertising campaign in contextual advertising for a couple of thousand key queries in one evening.
How to pick up 2000 keywords in one evening
We will do this, of course, not manually. There is a very good and free tool called SlovoYob (no kidding, that's what it's called). That's it, and it will allow you to quickly pick up a lot of key queries.
At its core, it is a parser program. That is, it parses the Yandex service, which is called Wordstat. Of course, you can also manually select queries through the same Wordstat, but this will take you several months.
Before starting work, we need to download this very SlovoBOY (let me call it that here) from this link. And it is important to set it up correctly. The speed of the program will depend on the settings. I will write more later in a separate article.
Next, you need to make a list of the main keywords in your niche. If you sell glasses, then these will be: “buy glasses”, “order glasses”, “glasses of such and such a brand”, “glasses price” and others. These are the biggest keywords people are looking for your product for.
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 get you up to 2,000 searches for every big keyword you add. And after that, the most important part of the work begins - weeding out unnecessary keys.
Keyword filtering
Even at the stage of collecting keywords, you can immediately specify "negative keywords" in the search settings in SlovoBoe. This means that the program will immediately exclude those keys in which it eats certain words that do not suit you.
For example, you are not in the business of selling sunglasses at all. Then put "sunscreen" in the list of negative keywords.
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 (whichever is more convenient for you).
Next, you need to go through the entire list and remove those keywords that definitely will not bring you any customers. With the same glasses, you can have it “buy a case glasses”, or “order children's glasses”, or “WoW blood 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 or three hours you will have a ready-made list of clean keywords, with which you can continue to do your contextual advertising.
Compiling ads
In order for your PPC ad to be eligible, it must meet three requirements:
- Keyword in title. There must be a direct occurrence of the key in the header. Yandex even somehow cited statistics on how much this increases the click-through rate of an ad. It turned out to be a lot. Don't forget that the keyword is in bold and this also grabs the user's attention.
- Keyword in the ad body. It's the same principle here - bold and 100% relevance of your ad to the user's query.
- Call to action in the body of the ad. We need a 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 can’t order anything yet—you have to click first. 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 have found keywords. If there are 2000 keywords, then you should have 2000 ads. One for each individual keyword.
Only in this way will we achieve 100% ad relevance to queries, which means a higher CTR, which means a lower cost per click than competitors (even if we show up higher than them and get more clicks than them).
I understand that manually compiling 2000 unique ads is very difficult. Therefore, I have prepared a special tool for you - an excel file that will make you hot ten thousand ads in just a few mouse clicks.
This tool, as well as instructions on how to use it, you get as a bonus to my video course. Highly recommend.
By the way, here is one video tutorial from the course. In it, I just show you how to properly 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 setting up contextual advertising. We will need to upload ads to direct, set bids, connect the program automatic regulation rates, learn how to do end-to-end analytics, and much more.
But I hope you have understood the main points, and this is enough to make contextual advertising yourself. I will be grateful for comments.
Don't forget to download my book. There I show you the fastest way from zero to the first million on the Internet (squeezed from personal experience for 10 years =)
Hello, dear readers of the online magazine "site"! Today we will talk about contextual advertising - what it is and how it works, how to set up contextual advertising yourself, make up a semantic core, and much more.
After all, in today's world you can not live without advertising. This was, is and will be the inexorable truth of human development. Something sell, suggest, on something earn, declare yourself (product, service)- all this requires advertising.
Contextual advertising is considered today the most popular , effective and cheap . Since users learn most of the information from the Web, it is quite reasonable to advertise your products or services on the Internet.
From this article, readers will learn:
- What is contextual advertising and what are its varieties;
- How and why advertisements are created;
- What is a semantic core and how to create it yourself;
- What contextual advertising services exist and how to work with them;
- What are the features of contextual advertising 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 operation using an example 💻
Newspapers, radio, TV, and now also Internet are under the control of advertising. Advertisements are placed literally everywhere on the Web. Search engines, forums, sites, social networks, chats- all this is an excellent basis for advertisements.
Contextual 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 are more effective 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 sell for the number of clicks. That is, the advertiser "pays" only for those users who visited his resource, and not for the number of people who were shown the ad.
To better understand what contextual advertising is, it is worth parsing it into step by step example:
1. User (potential client) in search
Let's say the user wants to buy hanging chair for living room. In the search bar, he enters a simple phrase " hanging chair and click 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 where information about hanging chairs is posted and to the resources of online stores.
30% This is contextual advertising. It can be either on the right side of the main search or above it.
Often, offers in contextual advertising are more interesting to users, so they follow 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 acquisition
Advertising on web pages works in a similar way. While the user is studying the topic of the site, contextual advertising brings to his attention ads that correspond to the information presented. And if he's interested promotional offer, it will go to the advertiser's website.
To summarize, we can get the following definition of the concept:
Therefore, contextual ads always correspond to the user's request or belong to the area of his interests. Most of them are created on the basis of key queries.
2. Why is contextual advertising needed and in what cases is it used? 📌
Contextual advertising pursues users for every mouse click. Therefore, it is quite reasonable to think that if these were simple clumps of text, they would not be present on the Web in such numbers. Means, contextual advertising is needed.
contextual advertising is a well-thought-out marketing ploy that guarantees “hot” transitions with a high level of conversion (completion of targeted actions). Only those who are unfamiliar with its possibilities 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 quick search necessary goods or services, unobtrusive provision of up-to-date information with subsequent profit, that's 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 seller and buyer. It brings profit to sellers, and saves customers a lot of time, which they could waste aimlessly searching for a store, product and a suitable price.
The main thing, what is needed for a good advertising 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 subject, masters of their craft recommend using services such as wordstat, Yandex.Metrica and Google Analytics, AdWords.
For increase popularity of a particular brand very often use contextual advertising. This presents the brand on several levels:
- Recognition. Due to the frequent “flickering” in search results or on websites, the brand becomes recognizable to the masses. Public consciousness is arranged in such a way that if there is a recognizable element, then most individuals position it on the positive side.
- Confidence. This point is quite controversial and depends only on how well the advertisement was made. If the advertisement worked and the customer was satisfied with the purchase, the likelihood that he will return increases significantly.
- Innovation. Promotion of new products or services to the market, permanent promotions, discounts and profitable offer always attracted customers. And what, if not contextual advertising of the site, will help the user to learn about a tempting offer.
There are two payment options for this service:
- Pay per click. The advertiser pays only for the number of visitors who click on the link.
- Pay for impressions. The advertiser pays for the display time that was spent on a specific target audience.
Depending on the product or service offered, you need to think carefully about what kind of advertising is better to pay for. But in any case, both the first and the second will give the 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 contextual is considered advanced, even it has its own varieties.
Type 1. Search ads
One of most popular PPC ads those that are shown to users along with search results are considered. it most effective customer acquisition tool .
Important! These ads are optimized with headline and text. When developing, popular keywords are used.
Each webmaster can create his own contextual ad, since access to resources with which you can find out about popular "keywords" is open to everyone.
With the right use of a keyword and a good sparkling table of contents, you can get high conversion rate.
View 2. Thematic advertising
For example, if a site is dedicated to growing mushrooms at home, then frequently encountered ads will relate to the sale of soil, fertilizers or mycelium.
- The customer selects the keywords to which his ad will respond.
- Advertising parameters are configured, the cost of the entire advertising campaign depends on them.
- Placing an advertisement on thematic pages and in search engines.
- The advertisement responds to the user's request.
Featured advertising allows the advertiser 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.
Type 3. Contextual media advertising
The media context is focused not only on attracting customers, but also on solving other problems:
- Image. A bright banner strengthens the image of a brand or company.
- Demand. This advertisement is able to attract more attention than regular text, so the demand for a product or service increases significantly.
- Association. Businessmen who occupy a certain niche in the market often worry about their recognition. Contextual media are able to create an association between goods and the manufacturer (distributor).
The banner always has a call to action. User is encouraged buy, look, call or just go to website and learn more, and the image of the product contributes to this action.
View 4.
Choose 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 for compiling advertisements in contextual advertising services:
- do not place contact information (phone, e-mail, etc.) in the headings or text of ads;
- observe the allowed number of characters in the text and headings of ads;
- do not make mistakes in ad blocks;
- do not use third party brands, trademarks, abbreviations;
- comply with the laws of the country on advertising;
- do not compare your products and services with competitors;
- use standard symbols and punctuation.
Now we move on to the stage of compiling the title and text of the advertisement.
Stage 4. Drawing up and writing a title
Write the headline intriguing, eye-catching, encouraging the user to read. As needed, include the keyword/phrase in the title.
Stage 5. Drafting the ad text
- describe the benefits of the product (product) or service;
- write the text concisely and specifically;
- describe promotions, discounts, special offers with a limited 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;
- enter keywords and phrases in the ad text;
Stage 6. Selection of landing pages of the resource (landing pages)
It is very important that the potential client who clicked on the advertisement is not disappointed in the advertised offer. You need to set up contextual advertising so that it immediately hits the page of interest on the web resource, and not on the page with contact or other offers.
Stage 7. Setting up targeting
It is important to properly target your ad. You can set 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 features of each contextual advertising platform;
- Write effective advertising texts
- Analyze the progress of advertising and constantly optimize the process;
- Pages that land 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) providing 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 maintaining 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 specific way to place ads.
If many systems have an auction "policy" for 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 requests in the “portfolio”, some of them may be more relevant, others less. The arithmetic mean is calculated, which increases the chances of winning the auction, and increases the performance of the advertising campaign by 20% .
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 get training in contextual advertising and in the future independently provide such services.
2) Blonde.ru
Contextual advertising agency has developed and launched 2 (two) own advertising platforms. The contextual advertising company has existed since 2007 and specializes 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. It does not indicate the amount from which they begin cooperation. A client who has applied to this agency pays only for a click, that is, for the number of clicks.
Cost per click is determined by the method " auction ". That is, there is no fixed cost, it is determined as a result of bidding.
The auction is automatic, the winner pays the cost per click of the previous user and the minimum step. If the cost of advertising per click suits the winner, the agency begins to cooperate with them.
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. Present annually on marketing promotion online. They also offer SEO services for optimizing web resources.
8. Features of contextual advertising settings 📎
Automated resources, of course, make it easier to set up targeted advertising, but everyone should understand the basics - from beginners to professionals .
There are many tips on the Web that will help you set up profitable contextual advertising. Some of them are great help for beginners, others can only confuse the advertiser more.
8.1. Placement strategy
For example, in the Yandex search engine, you can see 3 (three) variations of advertising placement:
- "Special". The advertisement is placed immediately above the field of the main search results.
- "Guaranteed". Advertising is located on the right side of the search results.
- "Dynamic". Ads are placed under "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 it's all decided in an auction, in addition, the quality of the advertising text affects the results.
8.2. Targeting
There are several types of targeting options:
- Geographic. This position allows you to customize the advertisement so that it is shown to residents of a particular city.
- Hourly. The advertiser has the ability to set up an advertisement so that it is shown in a certain period of time.
- 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 particular product or service.
8.3. Advertising on thematic sites
When setting up an ad, you can choose which sites you want to place ads on, and which ones are better to refuse.
8.4. Number of ad clicks
However, it may be that the influx of customers in the first week will exceed the approximate calculations.
There may be several reasons why this does 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, 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 to get rid of such misunderstandings and make advertising much more effective.
8.5. "Negative words"
If the ad contains words with the sign «-» , then users who are not the target audience will not be able to see it.
For example, the store offers new laptops and accessories for them. Therefore, users who are looking for "used laptops", "used batteries" will be considered 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
Changes are constantly taking place on the Web, especially for contextual advertising systems. Every day there is a fierce struggle for high positions. Advertisers raise the stakes, improve their ads, change pricing per click.
These processes should not be left to chance, it is worth a little delay, as good positions in advertisements can 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 SL in 5 easy 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 queries.
Semantic core is a set of keywords that best position a product or service and are most often used by users.
Creating a semantic core seems to many to be difficult, and for beginners, an almost impossible task, but, nevertheless, there are ways that will help in this matter. For the selection of a semantic core, there has long been a step-by-step instruction.
Step #1. Preparatory
At this stage, it is worth preparing for the creation of a semantic core. It is fundamentally wrong to assume that semantics is a matter of minutes and high-frequency queries that Wordstat issues will do.
Step 1. Compiling a table and distributing words by column
First what you need to do is to make 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 search engines.
In the second column it is necessary to write down all the words that describe an action that can be performed with a product or service - “buy”, “purchase”, “order”, “issue”, “send”, etc.
Third column intended to indicate geographical location. Its users also indicate differently.
For example, if we take the city of St. Petersburg, then the inhabitants of the Web can indicate it in the search line as follows:
- "St. Petersburg".
- "SPb".
- "Peter".
Users may intentionally abbreviate words for ease of use. Sometimes this is not global in nature, but in some cases such a moment should be taken into account.
Fourth column responsible for the characteristics of a product or service. Simply put, it answers the question, “what is it?”. All options that users can use in the search should be considered.
The variability of keywords 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 combinations of words.
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. We select keywords for contextual advertising using the Promotools.ru service
Use conditional " multiplication' to create all possible options key queries.
It takes a long time to do this manually, so it is customary to use a keyword generator. For example , Promotools.ru, a good generator with a user-friendly interface.
The 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. Remove unnecessary requests
After the system automatically generates key queries, there may be about a thousand of them. Most of them can be safely considered rubbish» and remove .
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 that helps to remove all irrelevant queries.
You need to load the list of the resulting "keywords" into the program and start the process of collecting statistics from Wordstat. The result is a list that consists of all similar queries, that is, from "minus words".
Step 3. Clean up all unnecessary requests
"Negative words" in the Key Collector service must be removed. To do this, you need to go to " Data» — « Group analysis". The program will automatically generate by groups the words that make up the queries. Groups of words that do not answer consumer interests, must be marked and kept in separate document- these will be the very ones, “minus words”.
Groups of marked words are removed from the program, and the remaining queries will be the semantic core.
Step number 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 "St. Petersburg". The second group can be requests with the word "inexpensive", etc.
Each group of keywords should be written on a separate sheet. When all key queries are sorted into their groups, the process of creating a semantic core can be considered completed.
Step number 5. Taking into account features 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 “negative words” in all possible word forms in the contextual ad.
To avoid errors that may arise due to human factor, you can use automatic services. (For example, service htraffic.com )
Second What you need to know when working with Google - it's the lack of prepositions. For example, if the request sounds like “buy a laptop in St. Petersburg”, it should be changed to “buy a laptop in St. Petersburg”. Otherwise, users who make requests without pretexts will simply not see ads. And most of these users.
It is not so 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 user's transition to his resource.
This figure is influenced by several factors.
Factor 1. Niche (topic) in which the advertisement will be placed
Cost per click in these categories often varies from 10 rubles to 25 dollars. Segments that are priced somewhat lower than this entertainment, hobby, inexpensive goods(products with a pricing policy from 100 to 1000 rubles).
Factor 2. Advertising setup
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 paid places in search results.
Each announcement will be broadcast in the place where the probability the clique is higher. As a result, the cost per click will be much higher. In some cases, this is not entirely justified. After all, if you set up the ad correctly, you can get a lot more clicks by spending the same amount of money.
To increase the effectiveness of advertising and reduce cost per click need to know how to customize ad. Only then, even in the most expensive segment, you can count on the maximum number of transitions with reasonable financial investments.
Also, the cost of advertising may depend on the so-called auction. Especially often this can be found in the Yandex. Direct. The principle of operation of this auction is quite simple. Each advertiser selects key queries and makes the minimum bid that he is willing to pay for 1 click.
Then, among all the key queries submitted by advertisers, the one that has the highest price is selected. This request gets the highest positions, and accordingly the advertising campaign will stand a lot more. That is, in fact, the advertiser himself sets the price.
Not worth it either ignore the level of competition when calculating pricing policy. There are special services on the Web that show the number of competitors in terms of specific request and average price for the transition.
One of these services is Mutagen.ru ( Mutagen.ru). Here you can even find out how much a guaranteed screening and entrance to a special accommodation will cost.
You can only check for free 10 requests per day, but after registration it will be necessary to deposit about 15 rubles into the account, as a guarantee 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. The ad can be text or display. When clicked, it leads to the advertised page of the site with the proposed product.
"Cons" (- ) contextual advertising in social networks
1) Difficulty tracking
2) Features of creation
Since it is difficult to track the effectiveness of creating and setting up targeted advertising requires a subtle approach.
3) Cost
Most novice advertisers think that there is nothing easier than setting up contextual advertising. Well, really, what's difficult, I wrote several ads, picked up keywords and that's it, advertising works! But in reality, everything turns out to be much more complicated. If you already know what is, or do not want to waste advertising budget then this article is for you. In it, I will go through the main stages of developing an advertising campaign and tell you which of them are most important to control if you order contextual advertising setup from a specialist.
So, let's say you already realized that setting up contextual advertising is not as easy as it seemed to you at first. And you have decided to entrust the advertising campaign to a specialist. But this does not mean that you should step aside and be glad that a specialist will do everything for you. It is you, the entrepreneur who takes risks, who first of all needs to take part in setting up advertising campaigns and control every step of the advertising specialist.
Setting up contextual advertising: 12 stages of developing an advertising campaign
1. Analysis target audience. This is the main stage, without it it is impossible to conduct an effective advertising campaign that will bring the right visitors to your site. At this stage, a contextual advertising specialist should ask you a series of questions about your customers, your target audience. And based on the responses received, identify the core, those visitors who will be targeted by advertising activity.
2. Analysis of competitors. Here you can also help an advertising specialist. No one knows your competitors better than you, their strengths and weak sides. Tell him everything you know, give him competitors' websites. In addition, the specialist must check the competition in advertising issuance, highlight the most interesting ad texts. In the future, this will help write such ads that will attract the attention of your target audience and put your competitors in the belt.
3. Determining the goals of the advertising campaign. At this stage, you need to understand what exactly you want from the advertising campaign. For example, it can be an increase in website traffic, an increase in sales, an increase in brand awareness. But all these goals are long-term and too general.
First of all, goals need to be specified. The simplest and effective method to do this - use the method of setting goals for technology. The decoding of this abbreviation sounds like this Specific(specificity) —Measurable(measurability) —Attainable(reachability) —Relevant(relevance) —time based(certainty in time). Those. if we form the goal of “increasing website traffic” according to the technology, then it can sound like this: By February 20, increase the number of visits to the site by 2 times . Or by February 20, get 2000 clicks to the site . As you can see, the goal of the advertising campaign is clearly measurable, and it will be easy for you to see its achievement.
But there is one BUT. If you have never used contextual advertising to promote your business before, then the very first goal will be to determine how this traffic source is suitable for your website / product / service. Those. in the case of the example above, the target might sound something like this: Until February 20, find out how many visitors to the site we can receive from advertising with a budget of 1000 UAH per day . And if the cost of attracting 1 visitor suits you, then you can put an advertising specialist specific purpose to increase the number of visitors or reduce the cost of 1 visitor from advertising.
4. Landing page analysis. Generally speaking, at this stage, a specialist can, based on his experience, give recommendations on how to improve the pages that will receive advertising traffic. And then you can use the knowledge gained at the stage of competitor analysis.
5. Selection of the basis of the semantic core. What is the basis of the semantic core? These are the basic broad words that can describe your product. For example, if you sell water treatment systems, then such words as iron removal, softening, water treatment, etc. can serve as the basis for collecting the semantic core. Here you should help the specialist with the primary list of keywords. Perhaps your product / service has specific slang names that are known only in narrow circles. Tell the advertiser about it.
6. Collection of keywords and negative keywords. This stage can be conditionally divided into 2. First, the specialist, based on the basis of the semantic core, collects a list of keywords and negative words (those that are not targeted for your advertising campaign). Then you need to look through all the keywords to remove unnecessary ones from them, which may also be untargeted. The fact is that an advertising specialist should not understand the nuances of your product or service, and most likely does not know for sure whether this or that word will be targeted for your audience or not. Therefore, he must always send a list of selected keywords for approval.
7. Sort keywords. Here the specialist sorts the keywords into hot, warm and near-target. Roughly speaking, the most targeted, targeted and least targeted. Here, too, I recommend to look at least with one eye, whether everything is correct in your opinion.
8. Writing ads. Have an advertiser show you some ad copy options. Your task is to check that the ad is understandable to the target audience. But remember that an advertiser usually knows how to write a clickable ad that will grab the attention of users, so listen to his recommendations if he insists on something.
10. Placing primary rates. This work is based on studying the rates of competitors and your sales funnel. Usually it is enough to name the amount that you are willing to spend on the commission targeted action on the site. And starting from the conversion of your site, the specialist can calculate what maximum bid he can allow to set in his account.
11. Passage of moderation. Your participation may consist of providing copies required documents if requested by moderators.
Saving the budget is not about cutting clicks and reducing sales and profits. You can reduce the cost of contextual advertising and at the same time increase its effectiveness. We tell you how this can be done.
Ways to save your advertising budget in Ads and Direct
1. Find and activate various promotional codes.
2. Optimize ads.
Testing titles, descriptions, and images, using extensions, creating individual mobile ads, and removing underperforming ones - all of this - along with landing page optimization - can reduce the cost per click.
3. Improve the semantic core.
Collecting new relevant keywords and phrases, keeping track of non-thematic ones and adding them to negative keywords means paying less for inappropriate traffic to the site. The easiest manual way to collect keys is to use Yandex.Wordstat.
However, all of the above ways to save money are unpredictable. You can accidentally make a mistake: for example, add an irrelevant key or add a relevant one to the list of negative keywords. And in some topics - real estate, loans, drug addiction - it is unlikely that it will be possible to reduce the cost of a click, since there is huge competition there.
Top 20 most expensive keywords and phrases in Yandex according to Origami:
Top 20 most expensive keywords and phrases in Google Ads according to Origami:
Nevertheless, there is a guaranteed option to save the budget, or rather, to return part advertising expenses spent on Yandex.Direct and Google Ads. Provides such an opportunity.
How much you can get when launching contextual advertising through Click.ru:
- 1% - if the monthly advertising budget is less than 20,000 rubles.
- 4% - with expenses for Direct and Ads from 20 to 50,000 rubles.
- 8% - the maximum percentage - for monthly expenses over 50,000 rubles.
Important: unlike other systems that offer this, click.ru does not charge an additional commission when replenishing the balance and withdrawing funds. And you can transfer the saved money to an electronic wallet - WebMoney, QIWI or Yandex.Money - from one thousand rubles.
Automation tools - to increase the effectiveness of advertising
We have already mentioned that optimizing ads - and advertising campaigns in general - leads to an increase in click-through rate and, consequently, a decrease in the cost per click. However, there is a risk of making mistakes and vice versa - to reduce CTR and increase CPC.
To prevent the influence of the human factor, as well as save time on optimization, it is good to use automation systems.
When choosing a platform for managing contextual advertising, you should pay attention to the following characteristics:
- List of automation tools and their availability (how much access costs, what terms of use - paid / free, period, etc.).
- List advertising systems, with which you can work (some systems are paid, although they can only work with Direct).
- Ease of use (as a rule, you can understand after activating the free trial period). Including ease of transferring advertising campaigns, settings, etc.
- The presence of bonuses for users and commissions for replenishment or withdrawal (some systems seem to charge a reward, but if you withdraw it, it turns out to be more expensive).
The optimal solution is the Click.ru service, a contextual advertising automation and management platform. Register and transfer advertising campaigns - you get unlimited and absolutely free access to tools such as:
- Autobidder.
- UTM markup.
- Media planner / key picker.
- Ad constructor from YML.
- Report Wizard.
If you have any difficulties with any tool, you can see F.A.Q. or contact technical support.
Click.ru - for automation and savings
— Link your Yandex.Direct and Google Ads accounts, and then transfer campaigns under the control of the system.
— Top up your account from a card, e-wallet or the balance of your mobile phone. Or transfer money by bank transfer.
We remind you that replenishment is without commission.
- Withdraw income as needed. The minimum withdrawal amount is 1,000 rubles.
