Contextual advertising for beginners. We debunk myths. Contextual advertising for beginners Contextual advertising for beginners

03.05.2020

Hello dear reader! The topic of this article is Yandex Direct contextual advertising for beginners. I will talk about my personal experience passing course on contextual advertising in the online school "Netology". Perhaps this material will give you the opportunity to decide if you are thinking where to go to study Yandex Direct, or if you are trying to figure out how much it takes to learn contextual advertising.

Also, this material will be useful if you are looking for feedback on Netology's courses on contextual advertising in Direct and Adwords.

I think it will be a series of articles, a kind of reality show, in which I will talk about my successes and failures .. I plan to write articles while I am studying - and the course is designed for three months. I will also record videos for YouTube. The first video is below.

Course on contextual advertising in Netology: my video blog on YouTube

A week and a half has passed since the start of training and this article will be more like a review, I will share my first impression (what I like, what I don’t like), tell a few interesting points that I managed to learn during the training and tell you what skills and knowledge you need to have, to be a successful director.

Beginner Internet Marketing Specialist

Let me tell you a little about myself first.

My name is Denis Shabalin and I am an internet marketer. I've been doing this for about three years, maybe more. I have been practicing setting up advertising campaigns in Yandex Direct and Google Adwords for about a year. Therefore, I can’t call myself a complete beginner in the field of contextual advertising. But the fact that I don’t know much, I don’t know how, or I’m doing it wrong, didn’t give me rest.

So I decided to go to a specialized course in order, so to speak, to upgrade my skills. Moreover, the contextual advertising market is now simply gigantic, it is not difficult to get customers in this area. But you can really make money on this only if you are an expert. There were a lot of pseudo-directologists, I did not want to be among them.

Why I went to study in Netology

In this training company, I have already taken several training courses, both free and paid. The training is of high quality and gives its result. At least for the money they ask for their courses - generally fly away. If you have a head on your shoulders, then any training can be recaptured in a maximum of a month (as I had with the program “Internet Marketer: From Beginner to Pro”).

Actually, that's why the choice fell on this company: cheap and cheerful =)

First look at the course in context

The launch of the program was so-so… despite the fact that the first webinar was purely technical, where we were explained the format of the course, how to use your personal account, where to get useful materials how to download the DZ, and what it takes to get a Diploma in Netology to complete the course.

By the way, if you step aside a little, I want to pay special attention to the diploma itself. I hope that it will not come as a revelation to you that such papers are highly valued in our (and not only) country. And a certified specialist with great enthusiasm and confidence will be allowed to work, rather than someone who does not have this diploma. Plus, Netology has a state license, so it can issue official certificates of advanced training - also a very valuable thing.

How to use all this, I will tell you already in.

Back to topic

There was no first webinar. There were some problems with the Internet in the Netology office, because of which the broadcast was constantly hanging, interrupted and caused a lot of negative emotions. All the participants, of course, well done, kept all this to themselves and it is clear that there are always and everywhere problems.

In general, I looked at the first lesson in the recording in personal account, it lasted less than 20 minutes, everything is clear and simple.

So, what was interesting there ...

First webinar on contextual advertising

The first lecture session was conducted by Konstantin Naichukov. If you are a little in the subject of contextual advertising and tried to somehow learn on your own, then you probably know this person. By the way, I understand that this is his author's course, but I'm not sure exactly, I won't say.

Well, if you are not at all in the subject, then there is such a Russian service for automating contextual advertising, it is called eLama and Konstantin is one of the first persons there, he constantly conducts training webinars as part of his project, and, of course, he has experience in this matter - mama don't worry...

His lesson was very interesting, quite short and informative!

For example, I found out that I am a humanist, although until that moment I thought the opposite =)

Here's a simple problem for you. Solve it without a calculator: 1000 / 10% = ? (Put your answers in the comments!)

When you decide, check. If correct, well done and you are one step closer to becoming a good directologist. If not, then go open your 7th grade math textbook and catch up. According to Konstantin, this skill will be needed in the work. How I can’t say yet, but as soon as I find out, I’ll write about it =)

Also, for the successful completion of the course and work in general, you need the skill of mastering Excel spreadsheets, because most of the work takes place with Excel.

I think that you already understood that this lesson was purely theoretical and its main goal was to convey to students what is required of us to successfully complete the course, what can generally be learned and convey the basic logic of contextual advertising.

Konstantin coped with it with a bang! Got it in an hour and a half. Everything was very lively and to the point. 5 out of 5 for the webinar.

Conclusions after the first webinar in Netology

1. To pass the course, you need your own project. if it is not there, then Netology, of course, will provide a project for training. But still, your own will be better. By mine, I mean that you have access to advertising campaigns, Metrics and Analytics, access to the site. Preferably not an online store (at least with a small assortment). For generally good learning outcomes, you need a small advertising budget in the region of 3,000 rubles.

2. There are several levels of contextual advertising, and they can all work. It was a kind of epiphany for me. Because personally, I always set up Direct for those key queries that made it clear that a person was directly very interested in buying. It's the right thing to do, but everything has its own glass ceiling. If advertising campaigns have reached it (the ceiling), then it is worth expanding the semantic core and working with less targeted ones, the main thing is to do it as clearly as possible. I will most likely talk about this in other articles.

3. The advertising platform does not sell clicks, but impressions. Yes, and I'm not talking about targeted advertising or banner ads. I'm talking specifically about contextual advertising in Yandex and Google, which is shown on Search or in YAN/KMS. I won't write too much here. If you are interested, write about it in the comments, if I see interest in this topic, I will reveal it in detail. The topic is actually very important and interesting =)

4. Don't be afraid to ask stupid questions in a webinar. At least some participants were not shy about asking complete nonsense, but in fairness, in the fourth lesson, I myself asked a primitive question, to which I received a completely normal answer, both from the trainer and from the participants. So the atmosphere during classes is very friendly.

Homework was for self-study, and consisted of answering a few questions. The questions are simple, and as I understand it, this DZ is purely for the purpose of comparing expectations and reality later.

Second webinar — Yandex Metrica

This fact saddens me a little, but what can you do.

The second lesson already lasted about three hours and was devoted to the basics of Yandex Metrics.

I own this instrument at some level and I had the most questions to the coach. In general, as it turned out, out of 14 participants who attended the online lesson, only two were familiar with Metrics - me and another guy. Therefore, I can imagine the load on the brain experienced by those people who saw the office for the first time, learned how to create and configure goals (even showed how to set them in the site code), explained to us how users of your site can be divided into segments and that it is very useful for the director's work. Well, and much more with regard to Metrics.

And then we were given our first homework.

For me, it turned out to be quite simple simply because I had already done all this. It took me less than an hour to complete. The only thing I’m waiting for now is when the layout designer writes down the goals on the site (the site is on WordPress, but I don’t know how to work with it ... if it were just an html version, then another matter).

For a completely newbie in this business, homework would take two hours ... three, if everything is completely difficult =)) And a week is given to complete this DZ!

In general, uploaded for verification. I'm waiting for the results.

Lesson 3 and 4: Yandex Direct setup and practice

Why did I combine them under one heading?

Because the lesson was conducted by one person and the first webinar was devoted to the theoretical part of setting up a search campaign in Yandex Direct, and the second was the practice.

About the trainer: it is clear that he is a specialist in contextual advertising, but damn it, the presentation of the material is bad. Everything is clear and accessible, but since a person of a technical mindset (almost 7 hours that he taught 2 classes, I managed to draw some conclusions) begins to go completely into unnecessary details, correct himself, etc.

I will neither praise nor scold him. He did his job - to tell and show all the settings for advertising in Yandex Direct. The fact that it was stretched and tedious in places is definitely a minus. But I will repeat once again about the cost of this program ... for this money this can be forgiven =)

Well, in fairness, it’s worth saying that during these 2 classes I personally almost didn’t learn anything new, perhaps that’s why I wasn’t particularly interested.

It was definitely nice to know that I set up search campaigns correctly =)

But there is still YAN ahead (here there are a lot of questions and misunderstandings - I will ask and I will describe the most interesting further in the articles), retargeting, setting up advertising in Google search and display networks, plus remarketing.

If now there were some incomprehensible wordings for you - write about it in the comments, I will answer and in the future I will try to write articles in more detail =)

Learning the art of contextual advertising: results

Despite the fact that I spoke negatively in places, so far I like the training. I understand that this is just the beginning and there are many interesting and new things ahead.

Be sure to want to know about how much you can earn on contextual advertising, and what the cost of work follows from. Until the opportunity arose. I promise that I will write about it soon.

In short, I think that you have understood that here you can find a lot of usefulness and generally understand how training in Netology goes. So subscribe to the reality show newsletter and stay up to date with the latest events, we will send an email when a new article comes out.

Also, by the way, I have a nice bonus for my readers - if you are going to study at Netology, then keep the promo code with a discount of 3000 rubles - SHABALINCOURSE.

It must be inserted when registering any course and you will automatically receive your discount. You can read more about this in the article on how to use .

Something like that. I hope that you found it useful and interesting with me, ask questions in the comments and share your impressions there.

Well, throw off the link to the article to your friends, who are also interested in the topic, Internet marketing and contextual advertising, in particular. I hope our idea to stir up a reality show on such a delicate issue as Yandex direct contextual advertising for beginners will be useful.

If you want to take a course on contextual advertising in Netology - click here and register

Thank you for your attention and see you soon! Text - Denis Shabalin(specially for

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Review

We'll tell you everything about Yandex.Direct, from planning to evaluating results. You will learn how to write selling ads, understand how the auction works, learn all the subtleties of uploading ads to your account, and much more.

We will also answer the main questions that interest any advertiser: what actions will help to correctly distribute the budget and how to evaluate the effectiveness of advertising placement.

Introduction

Yandex. Direct has firmly broken into the field of online advertising

We'll tell you everything about Yandex.Direct, from planning a campaign to evaluating results. Along the way, we will introduce tools such as Yandex. Wordstat and Yandex. Metrica, we will tell you about the auction and strategies. You will learn how to write selling ads, work with match types, learn all the options when uploading ads to your account.

Understand how important it is to work on optimization advertising campaign and what indicators to pay attention to when testing. We will also answer the main questions that interest any advertiser: what actions will help to correctly distribute the budget, how to evaluate the effect of advertising.

A pleasant surprise at the end of the book will be our cases and a cheat sheet that will remind you what you need to do to optimize your campaign. And the presented material will be clear to any beginner.

Contextual advertising acts selectively: an advertising message is shown only to those who want to see it. Users show interest in certain goods and services, and you offer them help by talking about your offers. In fact, the user himself makes an effort to find your advertising message.

Special accommodation- these are 3 ads above the search results:

Guaranteed Impressions– 4 ads under the search results:

Yandex. Direct - this is one of the ways to place search and thematic contextual advertising. Other types of contextual advertising are also available on Yandex, such as a contextual media banner or Yandex. Market that can be used simultaneously with Yandex.Direct.

Fast response. Clients come immediately after the launch of advertising. Your product or service is searched and ordered.

Target users only. Your ad will be seen by people who are already looking for similar products or services online.

Full control. The ability to influence your sales. View statistics and reports.

Maximum coverage. Attracting a huge audience to your products or services.

User fees. Pay only for user transitions to the site and decide how much to pay.

Check if the theme of your site contradicts the requirements of Yandex

1.1. uses swear words, obscene and offensive images, comparisons and expressions in relation to gender, race, nationality, profession, social categories, age, religious symbols, official state symbols;

1.2. is unfair, unreliable, misleads the consumer, including:

contains false information about the product/service;

contains standard graphical user interface elements that do not have the appropriate functionality directly in the advertising material, and/or design elements of Yandex pages;

does not give a clear idea of who is the source of the information contained in the advertising message.

1.3. encourages to commit illegal acts and/or calls for violence and cruelty;

3.2. in the event that the site to which the link included in the advertisement leads ("advertising link") is compiled in a language that differs from the language of the advertisement, it is necessary to have information about this in the text of the advertisement.

4. Cost indicators must be indicated in rubles, and, if necessary, additionally in foreign currency.

5. Advertising must correspond to the content of the page of the site to which the advertising link leads. For example, if an advertisement contains information about a discount, then the advertising link should lead to the page of the advertiser's site where this discount is explicitly indicated.

5.1. advertising of news resources containing information about a news article published on the advertiser's website must lead to the page of the website where this article is published. At the same time, the text of the advertisement must correspond in meaning to the title and content of the news article. In cases where the text of the advertisement contains provocative statements, has an ambiguous interpretation, or may mislead the user, Yandex has the right to demand that the heading of the article fully comply with the text of the advertisement;

5.3. if the headlines of news (articles) are used in media banner, then an indication of the source should be placed on the same slide as the title itself, while the font size of this text should not be smaller than the font size of the title itself.

6. The use of superlative adjectives and / or information about the advantages of the advertised product over the goods in circulation in advertising is allowed if the specified information is confirmed by relevant studies (conclusions, etc.) of third parties.

7. Advertising materials must comply technical requirements, imposed, depending on the type of advertising, to [broken link] banner (including [broken link] flash banners) and [broken link] text advertising.

Make a forecast of the popularity of the site's goods/services in the region of interest.

Hello, dear readers of the blog site. If you are a business owner and you have a website (an online store, a service website, etc.), then you will most likely have to attract visitors to it, either with the help of SEO or contextual advertising. And most often, using both of these channels.

We will talk about SEO a lot and in detail within this section (in relation to a commercial site), but general issues we will consider work with a context right now.

Well, in future articles, perhaps, we will touch on the details of creating and setting up campaigns in Yandex Direct and Google Adwords.

Contextual advertising opportunities and secrets of success

Contextual advertising in Google AdWords

Let's start with the possible placements for your ads when using this contextual advertising system:

There are several ad formats available on Google Adwords:

Yandex Direct

First of all, Direct is chosen for its huge reach. target audience(this will be true for most commercial sites). If you need to get real large influx of targeted visitors, then often there is simply no alternative to this contextual advertising system (in Adwords, there may simply not be such a number of users interested in buying something).

The ability to fine-tune a campaign in Direct is somewhat poorer than that of a competitor from Google, and the cost of attracting a client is somewhat higher, but this has to be put up with. Let's see where your ads placed through Yandex contextual advertising can appear:

Runner

To be honest, I didn’t even keep track of where their ads are shown lately (probably still in Rambler mixed with Direct and in the affiliate network). A contextual advertising market share of 1.5 percent does not motivate such research. You can try it yourself and draw your own conclusions.

Hello dear friends. Today we will talk about contextual advertising in the form of a review.

From the article you will learn what is contextual advertising, its types, advantages and disadvantages, what is its cost and effectiveness - let's look at real examples.

The material below will help you understand the features of contextual advertising and visually see how it is placed on the Internet.

1. What is contextual advertising and what is its peculiarity

If you are an active Internet user, then most likely you have seen such ads in search results and on different sites. Increasingly, marketers and entrepreneurs are using it to promote products and services.

2. Types of contextual advertising

2.1. Search advertising

Appears after a person clicks the “search” button by entering their query in the search bar.

For example, « plastic windows in Moscow":

2.2. Thematic advertising

These ads can be either similar in subject matter (close to the context of the page) or different from it.

If it is disabled, then only ads corresponding to its content will be shown on the site.

(The figure shows the correspondence between the content of the site and the advertisement)

If behavioral targeting is enabled, then the site visitor will see those ads, the topics of which he requested earlier in the search engine.

For example, a site about culinary recipes will broadcast ads for cameras if a person recently searched the network where to buy a camera.

3. Dynamics of the contextual advertising market

Over the past 5 years, this market has been growing at a gigantic pace and ranges from 10% to 60% per year. AT monetary terms the account goes to tens of billions of rubles.

Companies that used to spend their advertising budgets on TV are moving to the Internet. Banners, SEO articles, teaser ads have become popular tools for attracting customers online.

But here, too, the alignment of forces has changed towards the use of contextual advertising, and this is due to its obvious advantages, which I will discuss later.

I am index- Yandex.Direct system
G o o g l e- system Google Adwords
Rambler- Begun system

Google and Yandex are now noticeably ahead of Begun due to their popularity and efficiency.

Possessing a number of features and advantages, contextual advertising today allows thousands of people to conduct their business from anywhere in the world, working in those markets that are geographically distant from the entrepreneur himself.

For example, you can be located in Novosibirsk and at the same time sell cement in Moscow, while earning money based on Moscow prices.

5. What are the advantages and disadvantages of contextual advertising

The benefits of its use are obvious both for advertisers and for ordinary Internet users who are looking for goods and services here.

Let's analyze them in more detail.

Benefits of contextual advertising:

Accurate hit on the target visitor. The user himself searches for those goods and services that are shown in ads (this is beneficial for both advertisers and visitors to search engines);
Quick return on ads. You launch an advertising campaign and within a few hours you receive the first applications (sales);
Minimum advertising budget. You can start advertising with a budget of 300 rubles. Contextual advertising can be used both separately, by increasing the amount of funds for it, and in combination with other tools (banners, seo-articles, teaser advertising);
Flexibility in setting up an advertising campaign. The big advantage here is the flexibility to customize ads based on your budget, geography, time of day and other parameters to achieve maximum effect;
Powerful analytics. After conducting an advertising campaign, you will have all the necessary data on its effectiveness and will be able to “tweak” any settings in order to get better results in the future;
Relevance (correspondence) to the interests of the user. As they say, you wanted to party - here you go! :) We were looking for an iPhone, you will only see ads with iPhones. Thinking of building a house and want to compare brick prices? No problem! Contextual advertising will help you navigate the huge number of proposals on this topic;
Convenient format of perception. No pop-ups, annoying sounds and flashing pictures in full screen! Neat, easy to read, concise advertisements- all this makes this type of advertising both effective and unobtrusive;
Informativeness. Despite their compact size, contextual ads have all the necessary components to convey the necessary information: a picture (pictogram), a main semantic heading, an explanation, and a link leading to the advertiser's website.

However, they are not so significant compared to the benefits of its use.

Disadvantages of contextual advertising:

Short duration of action. The quick effect of such advertising does not last long, all the time it is required to replenish the advertising budget and adjust the settings of the advertising campaign. This is especially noticeable in comparison with SEO promotion, which allows you to provide a stable flow of traffic over time;
Danger of budget overruns if configured incorrectly. If you set up your advertising campaign incorrectly, then the probability of losing money will be very high. For example, if you are selling Cell Phones through the Internet and it takes you 500 rubles to attract one client, and the profit is 2,000 - 3,000 rubles, then this type of advertising is a good investment. But if the cost of a click is unreasonably high due to incorrect advertising campaign settings, one client can cost you 3,000 thousand rubles or more, which will eat up all your profits;
Uselessness of use in some areas of business. Contextual advertising is a good marketing tool on the Internet, but sometimes even it turns out to be useless. There are niches in business where such advertising will not work. These are large grocery chains, oil and gas monopolies, as well as all other business areas where customers buy goods or services based on recommendations or look for them exclusively offline.

How to use the advantages and deal with the disadvantages of contextual advertising

When you have little experience in launching contextual advertising, you do not feel confident or just want to try running a campaign on your own, we suggest using contextual advertising automation services without fail.

They will help you avoid mistakes in setting up campaigns, eliminate cost overruns, and allow you to use the maximum potential of this type of attraction. Such services can practically replace a professional contextual advertising agency, and for free.

6. What determines the cost of contextual advertising

One of key indicators when using contextual advertising is the cost per click.

Cost per click is directly affected by:

A niche in which contextual advertising is placed. For example, traditionally expensive and competitive niches are: business, finance, medicine, construction. In these topics, the cost per click can be from 10 to 1,500 rubles ( 25 $ ). Niches with lower competition are: hobbies, entertainment, cheap goods (consumer goods) with average price per unit of goods from 100 to 1,000 rubles. Please note that contextual ads in a particular niche are shown according to auction principle. That is, whoever paid more for their ad will be promoted by the search engine to the most clickable (effective places). The cost of contextual advertising in this case is the sum of the total price for all clicks of your advertising budget;
How to set up an advertising campaign. Usually contextual advertising systems, when creating an advertising campaign, by default offer you to use the strategy “maximum efficiency”. This means that your ads will appear in the most expensive places in the SERPs and appear where they are most likely to be clicked on. Accordingly, the cost of a click will be at the same time maximum. This is not always justified, since for the same money you can get more clicks by simply optimizing the advertising campaign settings when creating it. To reduce the cost of a click, you need to know how to properly set up contextual advertising. Then in any, even the most expensive niche, you will be able to receive clicks to your site at the lowest possible price. At the same time, the quality and volume of traffic will be preserved.

In order to find out the cost per click for various key queries for Yandex, I recommend using the service