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It is a type of advertising on the Internet that allows you to attract users to the site by placing ads that match the content. Payment will be made for the "click" of users interested in your service.

The service is also known as PPC, context advertising, or contextual advertising. Its main goal is to attract targeted traffic to the site, which will be converted into customers.


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Contextual advertising is very effective because it allows you to single out your target audience and show them your product or service. Specialists use the following services to create and configure advertising campaigns: Google Ads (formerly Google Adwords) and Begun. Our specialists have Google Ads certificates, which confirm their knowledge and skills in working with PPC. We know how to set up and place contextual advertising on Google to make it most effective for your business.

How does it work?

To understand what contextual advertising (PPC) is and how it works, we suggest you consider the example of PPC in Google.

If you enter a query in the search bar and click on the "Find" button, you will see a page where the first few and last items of search results will be marked "Advertising" (usually four positions above the organic issue and three below). You've probably also seen videos on YouTube with banners over the timeline. They also include videos labeled "Ads", which are sometimes shown before the video.

How does a search engine or service determine what to show a concrete user? It is based on the analysis of human activities in the network, in particular based on his search queries (keywords). If you search for concrete products or services on the Internet, you will see ads that meet these queries for a while.

The principle of contextual advertising in search engines is encrypted in the abbreviation: PPC translates as pay per click (for conversions of the interested user on your link). The price depends on the position of the ad. Determining the position is the result of an auction. In addition, the average Сost Per Click on Google Ads will vary depending on your business (niche competition, prevalence, demand for a product or service).

Benefits of Contextual Advertising (PPC)

Automation

Systems like Google DoubleClick make it possible to make users' purchases automatic, taking into account their online behavior. The audience that is most likely to become customers is involved.
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Quickly launch ads

After setting up and replenishing your balance in Google Ads, your ads will be shown to users.

Efficiency

You will have the opportunity to tell your target audience about your brand, increase traffic, set up remarketing (re-contact users who have visited the website before).

Precise advertising settings

Thanks to a variety of methods and tools, you can set up advertising for the target audience that is most interested in your offer.
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Flexible settings

With Google Ads, you can quickly change your account settings, making offers more effective.

Suitable for your budget

The price for contextual advertising in Ukraine may be different. Google Ads lets you customize your campaign to suit your budget. Also, you can only pay for the conversion (this feature is available in the settings).

It is worth mentioning such an advantage as increasing brand awareness. Google Ads allows you to customize your campaign based on some branding features. For example, you may not pay per click but pay per 1000 impressions (CPM). The brand name should also be on the banner ad.

Thus, your site will receive such benefits as branding, increased sales, lead generation (user registers, leaves an application, fills out a form, etc.), increased traffic to your site, and converting it into customers.

Types of contextual advertising

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Text ads are ads that appear on your query list (the first and last few items). Such an ad will be labeled "Advertising." In essence, this is the text in which the contextual link is placed. It is worth noting that such a link can be open or in the form of a piece of text.
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Banner advertising is advertising in the form of a visual image (banner). Placement is possible on partner sites that use AdSense units. These include static (simple) images, dynamic images (mini-animation, gifs), and interactive banners (offer the user to interact: to click at some point on the banner, etc).
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Video advertising is a video that appears in other videos on YouTube and on partner sites.

Let's consider separately such a type of PPC advertising as remarketing. Remarketing in the Google Adwords contextual advertising service is an effective tool that allows you to interact with the audience that visited your site before. When the target audience sees the ad, the probability of following it to the site is high enough.

Remarketing helps to solve various problems:

  • increase the demand for goods and services offered by your site;
  • branding;
  • revisiting the site by users, which means increasing conversions.

Remarketing allows you to propose the user pages of interest to him.

Contextual advertising networks

Contextual media networks

reach the widest audience to target your queries. It is a list of partner resources that work with the Google Ads system under the contract and provide platforms for placement (integration) of PPC advertising.

Search network

On the search network, your ads will appear directly on Google search results. It works like this: the user enters a search query containing keywords, the search engine identifies the ad with the relevant text and shows it along with other search results.

You can also select ads tuned to the search and optimized content network,

which combines the characteristics of the two previous ones. The ads will be displayed to the user both on the search results list and on Google's partner sites. In this case, the system will not show ads to all users but only to those who are more inclined to purchase your offer (this parameter is determined by the system).

Types of contextual advertising

There are several types of PPC: search and thematic.

Search contextual advertising

is shown to users in search engine results and depends on the wording of the search query formulation.
 

Thematic advertising

is displayed on the pages of websites. It complements the information contained on the site page.

Stages of contextual advertising

Our specialists know how to set up contextual advertising that meets the needs of your business. The PPC setup process involves customer interaction with the contractor. A successful campaign requires:

identifying the target audience and analyzing its requests;
analyzing the sites of competing companies;
defining the goal of your advertising campaign;
analyzing the pages of your website that will be advertised;
selecting semantic core and keywords;
preparing texts for advertisements;
campaign settings in your Google Ads account;
making initial bets and passing moderation;
launch an ad campaign.

Strategies

If you are interested in setting up Google Ads in Kyiv and other cities in Ukraine, our specialists are ready to help you. When choosing a strategy, experts consider the goals, characteristics of the audience, and keywords/messages that meet users' requests.

For example, contextual media advertising campaigns are great for branding and targeting your audience. This strategy also includes remarketing.

If you're interested in promoting your online store, check out the Google Shopping product service. Users are shown banners with information about your products. In this case, the ad relevance is determined not by keywords but by the description in a specially appointed field.

Leave a request for an audit of contextual advertising

 
 

FAQ

1What is included in the contextual advertising setting service?
The Google advertising setup service includes SWOT analysis, competitor research, development of a promotion strategy, creation of a semantic core, selection of an extended list of keywords for which customers are searching for you, exclusion of non-target keywords, setting up analytics systems and advertising campaigns, structuring by categories and writing texts for ads.
2What is the budget per month for contextual advertising?
The average advertising budget depends on the business niche, seasonality, and the presence or absence of periodic spikes in sales and other factors. Therefore, it is difficult to calculate the budget, and at the beginning of the work, specialists can only predict it. Order an audit of contextual advertising to get recommendations and find out the approximate cost of the work.
3Do you create banners for the Google Display Network?
Yes, we offer a media advertising service. Placing ads on Google Display Network allows you to reach more than 90% of users around the world. The key advantage of banner advertising on GDN is the accuracy and flexibility of settings, thanks to which your ads will be displayed exactly to your target audience.
4Why do you need to constantly update your campaigns?
You cannot set up contextual advertising once and for all because later, after collecting statistics, the quality of advertising materials improves, new negative words appear, and lists of prohibited sites in networks are updated. In addition, promotions and special offers appear and disappear, the assortment is updated, demand changes depending on the season, and advertising services are improving. You also need to adapt to changes on the site and also react to the actions of competitors.
5What is the difference between contextual advertising and targeted advertising?
Contextual advertising is displayed to users in response to Google queries in search engine results. Targeting involves displaying ads to a specific target audience, segmented according to certain parameters. There is another format of advertisements – teaser ads, which attract users with intriguing content. It is recommended for the promotion of consumer goods or specific products.
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