Search engines are registering more and more queries about contextual advertising.
Business owners strive to use this tool, not fully understanding what its features, advantages, and disadvantages are.
So what is contextual advertising?
This is a form of advertising on the Internet that shows users ads with context-specific content visited. Say, someone who is often interested in household appliances will see proposals for the purchase of washing machines, refrigerators, and similar equipment. A visitor to automotive-related sites – ads with recommendations for service stations, the purchase of spare parts, etc. Ad units are placed in different parts of the site, as well as next to the search results.
The context is great for quickly attracting new customers. The main advantage is the display of advertising exclusively to those users who may be interested in purchasing goods and ordering services. How does the system know what a person needs? It analyzes activity: in particular, search queries.
Types of contextual advertising
- Search engine. Appears in the search results window after entering a query into the search bar and pressing the “find” button. For example, if you ask Google how to “buy furniture in Minsk,” it will automatically select some suitable ads and publish them above the regular links and to the side of them. Search advertising exactly matches the user's request. The cost of the ads depends on the location. The more expensive, the higher the efficiency. The money paid for the service completely goes to the ad placement service.
- Thematic. It is hosted on different sites. Ad transition cost is divided into 2 parts. One part goes to the advertising network, the second to the webmaster (publisher of the website) on which the ads are published. The thematic variety has its own specifics. The subject matter of ads may be similar to the context of the page itself, but it differs in a number of ways. It all depends on the setting of behavioral targeting when managing the campaign. If you disable it, then only the blocks corresponding to the subject of the resource will be demonstrated. When targeting is enabled, the user will see an ad that matches his recent requests. For example, on a site selling fittings, he may be advised to buy an apartment, and so on.
Now that you know what contextual advertising is, you can consider its advantages and disadvantages. Different types of contextual advertising have different efficiencies. Does this promotion method outperform the “classic” SEO promotion? In many ways, yes, but there are times in which promotion works better.
Here is a list of factors that make context better than SEO
- You can effectively take into account the region of residence of potential customers. When setting up contextual advertising, you can choose which residents of the area will display an ad. This is useful if you are focusing on specific locations.
- Quick effect. All types of contextual advertising lead to an operational effect: resource attendance grows almost immediately. SEO promotion needs to be done for quite some time.
- Ability to work with non-optimized sites. It is not necessary to carry out complex SEO optimization procedures – the context affects almost any resources, including non-indexed ones.
- Minimum budget. The success of the campaign depends primarily on the effectiveness of the setup, and not on the money invested. Theoretically, you can get the result by investing, for example, Rs.100.
- Ability to track performance. You know exactly where and when potential customers came to your resource.
- Many customization options. You decide what the announcement says. You can select a description and specify the landing page, which the user will be taken to upon transition.
- The campaign can always be stopped and started again.
Alas, there are disadvantages. For some indicators, SEO works better.
- Users have more confidence in the results of search results than in links that are located in separate blocks. The location of the resource on the top lines of the issuance indicates that it has been properly worked on, while anyone can order advertising.
- A constant increase in value. Some types of contextual advertising cost a lot of money (it all depends on competition). If the competition in the selected field is high, then the cost per click can reach tens of dollars! It so happens that the price, still low yesterday, suddenly increases several times.
- Reduced traffic at the end of the advertising campaign. As soon as the budget is over, transitions to the resource will be sharply reduced. Here the advantage is SEO-promotion, which demonstrates a long-lasting result.