Profession: contextual advertising specialist. Contextual advertising specialist - who is he and what does he do? Forums are also useful
Contextual advertising specialist is engaged in the creation and implementation of advertising campaigns in Google AdWords and Yandex.Direct. The profession is suitable for those who are interested in economics, psychology and computer science (see choosing a profession based on interest in school subjects).
As a special case, a specialist in setting up and running an advertising campaign on the Yandex.Direct contextual network is called a directologist.
It has long been known that the success of any enterprise depends on the quality of its advertising. Especially, online advertising is the fastest growing type of advertising service. And for the correct and effective organization of an advertising campaign on the Internet to promote any goods and services, special knowledge is required. In conditions of fierce competition for the sales market, victory goes to those who masterfully wield the weapon of Internet technologies in an advertising campaign.
Contextual advertising is small ads in the form of a banner with text and graphics, a video or GIF with a link to the advertiser’s website. They are usually located to the right or above the search results. Ads appear as a result of user requests in any search engine (Yandex, Google, Rambler). If the user is interested in building materials, then as a result of his request, advertisements with links to websites of building materials stores will appear. This advertising method is considered one of the most effective, as it guarantees a quick return on investment. It has been verified that already in the first days after the launch of contextual advertising, the number of visits, calls, orders from users increases. For comparison: the results of search engine optimization are visible only after months.
- search engine, which is shown as a result of a request and search in search engines or vertical search on the site when the request matches the keywords of the contextual ad;
- thematic, which is shown as additional information on a website page from an affiliate network in the case when the topic of the advertisement coincides with the interests of users. In this case, the user does not have to enter a request.
Currently, the largest systems for placing contextual advertising are:
- Yandex.Direct http://direct.yandex.ru/
- Google Adwords http://adwords.google.com/
- Runner http://www.begun.ru/
Advertising in Google AdWords covers not only Russian-speaking, but also English-speaking Internet audiences. In addition, Google AdWords is based on a more advanced interface with effective tools for monitoring and evaluating an advertising campaign. The minimum cost per click is $0.01, the minimum order is 400 rubles.
For the analysis and effectiveness of an advertising campaign, there are free special web analytics systems, such as Google Analitics, Yandex.Metrica, OpenStat, with which you can determine whether an advertising campaign is profitable and how much the investment is worth.
Features of the profession
The responsibilities of a contextual advertising specialist include:
- planning an advertising campaign with the expectation of the most effective final result;
- development of strategies and hypotheses;
- discussion with the customer of possible alternative advertising directions;
- creation of contextual advertising;
- writing ad texts, adapting them to fills and correctly placing them in high positions;
- calculation and selection of the starting price for one impression;
- setting up advertisements taking into account all rules before moderation;
- setting up analytics;
- managing the progress of an advertising campaign and adjusting it if necessary - analyzing the effectiveness of each ad, changing texts, editing graphic materials;
- campaign testing;
- regular analysis and optimization of advertising campaigns;
- sales analysis and weekly reporting.
Pros and cons of the profession
pros
Demand in the present and future, as the contextual advertising market is rapidly developing.
Creative work that broadens one's horizons, teaches creative thinking and expressive analysis.
Possibility of remote work on a flexible schedule.
Minuses
Working under time pressure
Place of work
Internet companies, advertising organizations, large companies selling their own products and services, freelance work, training courses in advertising activities. It is possible to advertise your contextual advertising services yourself: create and promote your own website, and advertise your services as a contextual advertising specialist on its pages.
Important qualities
- Analytic mind
- Ability to navigate a large flow of information
- Excellent knowledge of Russian (written)
- When working in Google AdWords - knowledge of English
- Ability to correctly formulate thoughts and ideas
- Carefulness when checking data
- Perseverance
- Perseverance
- The ability to find non-standard solutions and defend one’s position with reasoning
- Ability to perform monotonous and routine work
- Responsibility
- Ability to effectively plan time and work
- Ability to multitask
- Broad outlook, as you have to work with a wide variety of goods and services
- Constant desire to learn new things
- Communication skills
- Agility to quickly respond to change
Professional skills:
- knowledge of the basic principles and features of contextual advertising and the advertising business in general;
- knowledge of ways to promote goods and services on the market;
- the ability to analyze the activities of competing companies and take this into account when creating an advertising campaign;
- development, planning, preparation and launch of advertising campaigns in Yandex. Direct (Search, YAN) and Google Adwords (Search, Display Network), manually through interfaces, using Excel and the management system Direct.Commander and AdWords Editor;
- ability to optimize advertising based on conversions and ROI;
- ability to work with remarketing, retargeting, networks;
- knowledge and ability to work with Google Analytics, Yandex Metrica, Google Tag Manager;
- knowledge of effective landing pages - sales and subscription pages that attract potential customers;
- A/B testing of ads and keywords.
Training to become a Contextual Advertising Specialist
Beginners can take free lessons offered by GoogleAdwords and Yandex.Direct services.
Materials from Yandex:
- Online training from Yandex link;
- Certification of specialists in Yandex.Direct and Yandex.Metrica link;
- YouTube channel https://www.youtube.com/channel/UCwdO3sXFwivyug74BIPQIVg and Blog link of Yandex advertising technologies;
- Yandex Advertising Network Club link;
- Club Direct link;
- Yandex.Metrika Club https://yandex.ru/blog/metrika-club.
Materials from Google:
- Analytics Academy link (available in Russian);
- Google AdWords Certification link (for agency employees only);
- YouTube channel "Google for Business" link ;
- Google Advertiser Community https://ru.advertisercommunity.com/#.
Forums are also useful:
To become a successful specialist in contextual advertising, you need to constantly improve yourself in Internet technologies and the advertising business, find information, analyze and apply it correctly.
Salary
Salary as of 12/12/2019
Russia 20000—50000 ₽
Moscow 35000—150000 ₽
The salary of a contextual advertising specialist depends on the level of professionalism, work experience and the number of projects on which he can work simultaneously. A novice specialist, when working on one project, can count on an income of 30,000-40,000 rubles. With the growth of professionalism and the development of new tricks for promoting goods and services on the Internet, a specialist learns to minimize labor and time costs for a project, thereby increasing the number of projects in work. It is quite possible to conduct 5-6 projects simultaneously.
Career steps and prospects
The field of contextual advertising is developing rapidly, and accordingly, the demand for specialists in this field is growing. Anyone who strives for career growth can standardly grow vertically - to a senior specialist and project manager in the future, if we are talking about working in an Internet company. But in general, the profession of a contextual advertising specialist is an excellent start for growing into a profession.
A useful book for a contextual advertising specialist:
Features of contextual advertising
Contextual advertising uses auction pricing, which means advertisers indirectly bid on the keywords for which their ads appear. Ads with the highest bid per click are shown first. In other words, the more an advertiser pays for a visit to his site, the higher the position his ads will occupy.
While contextual advertising managers are not trained in universities, novice specialists will have to independently master the necessary skills. In this article I will tell you where to start studying the profession and where to then gain your first practice.
Minimum required knowledge for a beginner specialist
First of all, basic literacy and mathematics at the 7th grade level are required. And if there are usually no problems with the ability to write without errors, then novice specialists have problems with mathematics. At eLama's webinars and classes in Netology, someone will regularly ask why, dividing 30 rubles by 5%, I received 600 rubles, and not 6 (as it should have turned out in his opinion).
Now you can move on to more specific knowledge and skills:
1. Internet marketing terminology
You can check yourself whether you understand the terminology by asking the following questions:
- and how does it differ from a one-page site?
- What is conversion and why is it measured in percentages, and conversions in units?
2. Marketing communications
Contextual advertising is the same as advertising, and therefore you cannot do without knowing the basics. It is important to understand what exactly and to whom you are selling, what problems the product solves, why it is better than other ways to solve the same problem/task, what questions and doubts the consumer has during the selection process.
3. Basics of web analytics
It’s best to start getting acquainted with web analytics by mastering Google Analytics. After this, most likely there will be no problems with Yandex.Metrica. You need to be able to create and understand reports: compare periods, segments and different ones. After all, data by itself does not provide answers. Data must be analyzed in the context of its changes or in comparison with other data. Just learning how to set the counter and set up goals is not difficult. It's more important to understand which goals you need to set and know the difference between micro and macro conversions.
4. Working with semantics
The success of an advertising campaign largely depends on the careful selection of key phrases. A specialist who understands semantics knows the differences between a search query and a key phrase, a negative word and a stop word, quotes in Direct and AdWords, knows how to automate the collection of phrases and understands that processing then still needs to be done manually.
5. Creating ads and banners
When composing text ads and drawing banners, knowledge of marketing communications will come in handy: you need to remember who you are addressing, what situation this person is in, what he is doing now, what worries him, what his needs are. We must not forget about what action you need from the user. Of course, a click is always implied, but it is not the final goal.
6. MS Excel or Google Spreadsheets
They are used to process semantics, write advertisements and analyze the results. Excel has become almost the industry standard. Google Spreadsheets is not only gradually catching up with its older brother in terms of functionality, but also allows you to integrate with various scripts and serve as a means of loading/uploading data. But all this awaits you only in the future. To begin with, it is enough to be able to work with formulas, filters, sorting, transposing, calculating the average, percentages, etc.
7. Working with advertising campaigns
Only when a good knowledge base from related fields has been formed does it make sense to study the systems themselves to set the context. You need to familiarize yourself with the functionality of the services: figure out how to create a campaign, where to add key phrases, negative words, what restrictions these systems have on the number of characters in an ad, phrases in a group, groups in a campaign. It is important to know about advertising bans, moderation features and possible reasons for account blocking. This will help avoid many problems. Thus, some novice advertisers send the same ad for moderation without making any significant changes to it. This will not only not lead to approval, but may also cause your account to be blocked.
A separate stage of learning the profession is working with the Direct Commander and AdWords Editor applications. Commander is great for making wholesale changes to ongoing campaigns. For example, if a product previously had a 3-year warranty, but now it has a 6-year warranty, and you need to change the information in all ads at once. AdWords Editor not only allows you to make bulk changes to campaigns, but also makes it easy to load new advertising campaigns from Excel spreadsheets (you can also do this without it, but it’s very inconvenient).
Where can you get knowledge for free?
Materials from Yandex:
- Online training from Yandex https://yandex.ru/adv/edu/;
- Certification of specialists in Yandex.Direct and Yandex.Metrica https://yandex.ru/adv/expert/exam/direct ;
- YouTube channel https://www.youtube.com/channel/UCwdO3sXFwivyug74BIPQIVg and Blog https://yandex.ru/blog/adv Yandex advertising technologies;
- Yandex Advertising Network Club https://yandex.ru/blog/partner;
- Club Direct https://yandex.ru/blog/direct;
- Yandex.Metrika Club https://yandex.ru/blog/metrika-club;
Where to start working
With all this base, you can either start looking for clients for freelancing, or get a job in an agency. I recommend choosing the second option.
Benefits of working for an agency:
- Access to the knowledge base and accumulated experience of colleagues.
- Experience working with large volumes of semantics and data.
- Understanding the full range of possible KPIs (this can be not only sales or profit, but also coverage of the Republic of Kazakhstan, market share, etc.), the ability to customize advertising in accordance with different goals.
- Quick development of various cases from which your future portfolio will be formed.
Where to go next
Having mastered the basic principles of working with contextual advertising, you can become a more specialized professional. Possible specializations in the field of contextual advertising:
1. Marketer-copywriter
It studies consumer intentions: what questions people ask the search engine, what need they are trying to solve. He is able to express the main idea in five words, since he has to compose advertisements within strict limits on the number of characters. To draw banners, a basic knowledge of graphics programs will be enough. The same person usually creates for different segments of the target audience. If math, data analysis and programming are difficult for you, then perhaps a marketing copywriter is the path for you.
2. Analyst-optimizer
Works with web analytics, analyzes and improves the efficiency of running campaigns, distributes the budget between them in order to optimize the specified KPIs. It will be useful for such a specialist to study, learn how to work with databases and write queries to them in SQL. Such specialists are especially in demand by large eCommerce companies.
3. Automator-programmer
According to my estimates, the entire process of growth from a beginner to a sought-after specialist takes from one to three years. It can take just as long to master a specialization or just a related topic: marketing, analytics, programming.
Greetings to all readers and visitors of the blog! Today I will talk about who a contextual advertising specialist is, what is included in his competence, how to become one and what skills are needed for this profession. I would like to make a reservation right away that the specialty requires a fairly serious level of knowledge, so if you want to try your hand at making money in this area, then be prepared for the fact that you will have to sift through a lot of literature, watch videos and attend various trainings and courses.
A contextual advertising specialist is a person who is able to competently organize an advertising campaign on the Internet in order to promote certain services to the people or introduce the brand to the largest possible audience. His responsibilities include the following:
- development of an advertising campaign strategy;
- creation of the advertisement itself;
- setting up advertisements and placing them;
- further monitoring of the campaign, assessing its effectiveness, introducing
- additions and improvements.
A little history
This profession is considered relatively young, since it appeared with the development of the Internet and doing business on it. The ads created were directly related to the context of the page where they were placed, hence the name “contextual advertising.” Now this method of attracting customers has been abandoned, and now advertising is shown depending on what each specific user is interested in.
Surely you have noticed that while surfing the sites you saw an advertisement and thought: “Oh, I was just recently looking for this on the Internet!” So, friends, this is the result of the work of a contextual advertising specialist. Search engines track your queries and then show you ads that are closest in spirit to what you need.
What will you need?
What should a contextual advertising specialist be able to do? First, let's talk about personality traits. They play a decisive role, pushing into the background all the skills and knowledge acquired as a result of training.
1. Analytical mindset
It is necessary to be able to conduct an in-depth analysis of an incredibly large amount of information, confirm or refute theses, and put forward hypotheses in order to ultimately be able to create the right advertising campaign that will greatly increase the client’s profits.
2. Patience
How to become a specialist? You need to have patience. Not even patience, but the ability to adapt to monotonous work. The specialist will have to constantly group keywords, expand the database, monitor market fluctuations and user demand. Periodically, you need to monitor search campaign updates, select and exclude sites (where advertising is placed) from which there is no traffic, update banners, and much more.
3. Ability to experiment
If the client didn’t like your first option, you need to make a second one. If the second one doesn’t work either, then you can tune in to a different wavelength and safely carry out experiments, the meaning of which should still be subject to a certain logic. It is also important to be able to critically evaluate your own work. Think: “Would I fall for such advertising?”
4. Ability to express thoughts clearly
You need to be able to defend your position and competently use arguments. Communication skills will be useful for faster and clearer communication with colleagues - marketers, designers, programmers and others. The ability to multitask, in my opinion, is the most important quality.
To work, you will have to study in detail at least two services - Yandex.Direct and Google Adwords. These platforms help webmasters place advertisements and earn money from it, and advertisers effectively and profitably advertise their services and products.
How to master a profession?
You can become a contextual advertising specialist remotely by signing up for courses, or find relevant training in your city. The profession is rapidly gaining popularity, so the search will not be any problems. If you are just thinking and wondering whether this type of income is suitable for you, then, firstly, read below about possible earnings, and secondly, sign up for free courses, of which there are a huge number on the Internet. There, of course, they won’t really teach you anything (free cheese is only in a mousetrap, let’s remember that) and you will leave without work experience, but they will give you a rough idea of what you have to do.
It would also be a good idea to study the instructions provided by the sites themselves. Yandex.Direct and Google have them in the corresponding help and help sections.
How much can you earn?
There is no limit to the earnings of a qualified specialist. Seriously. You can organize several companies and ensure yourself a constant high income simply by maintaining advertising and updating it on time. This is, in principle, how advertisers live, promoting serious brands that are on everyone’s lips (Coca Cola, Adidas, Apple and others). And it’s not hard to imagine how much these people earn. In general, a specialist receives from 25 thousand rubles a month and more (depending on the success of the advertisement).
I hope that now you have an impression of what this profession is and how to master it. With this I want to say goodbye and remind you that there is still a lot of interesting and very useful things ahead of us, so subscribe to blog updates so you don’t miss anything!
PS: Interesting facts - how to become successful
Dear reader! You have watched the article to the end.
Have you received an answer to your question? Write a few words in the comments.
If you haven't found the answer, indicate what you were looking for.
Most people who are at least somewhat familiar with the concept of “contextual advertising” perceive earnings from it only as an addition to the functionality of their website, helping to attract new customers to the site and increase sales income. However, this method is available only to those who have already created a fairly high-quality website and promoted it, and is not the main source of income.
Despite the fact that Yandex.Direct is inherently a fairly simple marketing tool, 80% of users who want to set up an advertising campaign on their own simply waste their entire advertising budget or do not achieve any justifiable results. That’s why they all have to turn to specialists to set up contextual advertising. This means that behind the very concept of Yandex.Direct there is hidden a much larger, monetary and relevant market, in which you can effectively earn money with only some knowledge.
How to become an expert in contextual advertising?
For good specialists, a lot of roads open up on the path to a good monthly income. Just setting up an advertising campaign today costs from 5-10 thousand rubles. A specialist will take no less amount for the monthly running of this advertising campaign with the introduction of some changes, monitoring of effectiveness, and expansion. As a result, the income of qualified specialists, who are always in demand among business owners who want to reduce the number of useless clicks on advertising and increase conversion, can exceed 150-200 thousand rubles per month.
To become a sought-after Yandex.Direct specialist, you do not need to study at a university or receive special education. Can:
- Master the basics of setting up advertising yourself by studying reference materials from Yandex, which are directly available on the Internet, and practicing on your own website.
- Study free video material on Youtube, obtaining the necessary set of basic knowledge to get started.
- Take paid training courses in one of hundreds of web studios. This way you can gain highly specialized knowledge and within 1-2 months become a novice expert in the field.
Moreover, there are a huge number of earning options for people familiar with the functionality of Yandex.Direct.
Full time in the studio
This type of income is relevant for people who do not want to look for clients on their own and prefer to work alone in an office and a team. Moreover, some agencies are ready to take on any responsible and purposeful person and train him in his specialty independently. The salary level varies depending on the agency and the region in which the office is located, and starts at a minimum of 50 thousand rubles per month (in Moscow).
Having set up 3-7 projects and having encountered the first difficulties, you will already have mastered a greater level of knowledge and skills than 95% of webmasters and website owners. And after actively working in an agency for several months, you will be able to call yourself a real expert in this field and, if necessary, move to a higher-paying company or start working on your own.
Freelancing
Freelancers are often associated with carefree people working on their laptop on a beach somewhere in the south of France, while traveling in Thailand or sitting in a cozy chair in their penthouse. Of course, this is a stereotype, but freelancing actually gives you complete freedom of action and allows you to work anywhere on the globe where there is Internet, choose your own weekends and working hours, and set your own price tag for your services. However, you can achieve the above level only through active work and constant improvement of your knowledge and skills.
By freelancing, you will work exclusively for yourself, contact advertisers on your own, or fulfill one-time orders from web studios. Initially, before filling your portfolio with examples of quality work, you will have to take a job that is not the highest paying. But over time, the level of earnings will significantly exceed the monthly salary in the most prestigious studio.
Freelancing can be successfully combined with your main job, study, or your own business, devoting only 1-2 hours a day to running 1-2 advertising campaigns. Freelancing erases all territorial boundaries, allowing people living in a small town in some remote region or even in another country to receive wages at the level of Moscow.
Moreover, some web studios often hire a remote freelancer if the number of projects for setting up contextual advertising does not allow them to pay for a specialist on staff. And there are a lot of such small companies.
Lead generation for business
Lead generation is the most common, popular and effective way to increase sales of any business. The essence of the method is to attract leads - users who take active actions beneficial to the owner (register on the site, buy a product or service, write a review or comment). And one of the easiest ways to do this is to set up contextual advertising in Yandex.Direct.
Today, literally all representatives of the business sphere who have at least a little self-respect and want to develop are represented on the Internet. A contextual advertising specialist can benefit even the largest and most reputable companies by increasing the number of orders or, at a minimum, reducing the advertising budget by 30-50%.
In this regard, there are several more opportunities for earning money:
- Offer optimization of an advertising campaign to a project for substantial money, because you will be 100% confident in the result and cost recovery for the client (advertising setup can bring millions of rubles to companies in the first weeks, which is important for medium and large businesses).
- Offer free setup and maintenance of contextual advertising with payment to you of the saved advertising budget from the value that the company pays now.
- Agree to receive a certain percentage of the profit for each client attracted in this way. Some advertising specialists manage to earn interest from each attracted client for years, turning their earnings into passive income.
All these methods indicate that you can start earning very good money practically from scratch, regardless of your current level of knowledge.
If you liked this material, please click on the button from facebook, vkontakte, twitter or google+ so that other people know about it. Thank you!
Gone are the days when SEO specialists created contextual advertising “for rent” - the PPC market needs competent specialists. In this article we answer questions that concern many beginners. You will learn what personal qualities are needed to work with contextual advertising, and also find useful tips and links.
In the first part, Yulia Nakonechnaya, a teacher of the PPC: Contextual Advertising course, will help you get rid of illusions and understand whether such a job is right for you. In the second, I’ll tell you where to start learning about PPC and which sources you should trust.
Finding a real contextual advertising specialist is not so easy :)
To understand how a PPC specialist works, imagine a programmer who writes code and at the same time rhymes the lines in iambic. In contextual advertising, you need to adapt to the limitations of advertising systems and create original advertising that will appeal to potential customers and stand out among competitors. This is the complexity and beauty of our work.
PPC specialists not only influence what users see in searches, they help businesses attract new customers and bring back old ones. Good specialists help clients identify and fix problems, which means they make the world a little better.
Another advantage of working in the PPC industry is the dynamics. You'll see the results of your work fairly quickly, and in most cases you won't have to wait six months to see if your strategy is effective. And in terms of self-development, you simply cannot stand still: the sphere is constantly and rapidly developing.
First of all, you need to figure out what personal qualities you should have. After the test task and successful completion of several interviews, workdays will begin, so you need to be mentally prepared.
1. Analytical mindset
Creating and launching advertising campaigns is a third of the way. The main thing is that advertising brings results to the client, and for this it is necessary to regularly optimize campaigns. A specialist must put forward hypotheses and, by analyzing a large amount of data (from advertising accounts, analytics systems, from the client), look for their confirmation or refutation.
Based on the results of the analytics, the specialist creates a work plan for advertising accounts. Often this list consists of monotonous tasks: regrouping keywords, expanding the list of targets for the display network, excluding information links in dynamic search campaigns, and the like.
In addition, there is a pool of necessary monthly work: expand the list of negative keywords for search campaigns, exclude irrelevant negative sites in media campaigns, update banners.
3. Persistence
Sometimes in work there are situations where I have tried all possible options, but there is no result. And here the most difficult part begins: redoing, for example, a media campaign for the seventh time, looking for non-standard approaches, experimenting and at the same time trying to look critically at the work done.
4. The ability to clearly and competently express your thoughts
It is a misconception that a contextual advertising specialist does not need to communicate with people. Yes, there is less communication than Project or Sales Manager, but still a specialist needs to communicate with colleagues, technical support of advertising systems, programmers, designers, client marketers, and sometimes take part in Skype calls and meetings with clients. Therefore, you should learn to clearly formulate thoughts, write competently, and defend your position with reason.
5. Self-learning
The field of contextual advertising is developing very quickly. What seemed new two months ago is now considered commonplace. To work effectively and make the most of advertising opportunities, you need to monitor updates to advertising systems, new tools and market trends.
A specialist must quickly understand what he sees for the first time in his life: new advertising tools, analytics systems, client CRM. In this case, you will have to work with a variety of topics - solid fuel boilers, LED lamps, laser cosmetology.
6. Multitasking
There will be a lot of tasks and information. Contextual advertising brings quick results: today we launched advertising - tomorrow we already have the first statistics for analysis. Decisions need to be made quickly; the number of tasks per day grows exponentially.
If the above points are close to you or you persistently develop these qualities, feel free to move on to the next question.
An employer will be more willing to hire an applicant who, in addition to desire and sparkling eyes, has basic knowledge.
Study the theory. If you want to configure something for the first time, carefully read the help and publications on the topic. Don't trust your intuition and don't be fooled by the deceptive simplicity of the interface - one insidious checkmark in the settings can ruin the result of your work.
You can find a lot of information about PPC, the main thing is not to get lost in this stream and understand what you need. Key areas to focus on:
You can master basic knowledge on your own or in specialized courses. Let's consider both options.
1. Seminars and courses in contextual advertising
Don’t go to courses that will teach you “how to set up advertising in 5 minutes and make a million.” In contextual advertising there are no ready-made universal recipes; you always need to take into account many factors: what project you need to work with, seasonality, competitors’ offers, and so on. If you want to get a job and become a good specialist, do not chase big promises, but take a serious approach to studying the basics.
- Netology - distance video courses;
- WebPromoExperts - distance courses and groups in Kyiv;
- EMPO - distance courses;
- I-Marketing.ua - conduct courses in Kyiv, more focused on targeted advertising on social networks.
Free courses on contextual advertising are regularly conducted by the Netpeak agency in Odessa and Kharkov. In the near future we can expect courses in Kyiv. Only newcomers who are interested in working in the company can pass the selection. In order not to miss the opportunity, follow our social networks and updates on the Education Center page.
Free online courses are most often created by teams of advertising platforms:
It is also worth paying attention to free lectures for beginners from the eLama.ru service. They have well-structured basics of contextual advertising, have questions for self-testing and answers to them.
Some useful tips:
1.2. that you will receive in the courses. You must be able to apply your knowledge, understand what is used and why.
1.3. Feel free to ask questions to the teacher: showing that you didn’t understand something is not as embarrassing as then wasting your advertising budget.
1.4. Don’t expect that you will get absolutely everything you know from the courses., necessary for work, is only the basis on the basis of which you can develop further.
2. Official certificate is your best friend
Always look for information in the official reference first. If you can’t find it in the help or it’s complicated, turn to other sources.
It's easy for a newbie to get lost in the background explanations: the information is not always presented clearly, and important nuances can be hidden in notes within notes. One of the most convenient ways to learn is through videos.
If you are looking for an answer to a specific question, just enter it in the YouTube search, but always pay attention to the publication date and the authority of the lecturer.
3.1. Google has many official YouTube channels, segmented by tool and different countries. The content varies, so it's worth subscribing to them all:
- English channel Google Ads ;
- English channel Google Analytics ;
- Russian Google Advertising channel - " Google for Business »;
- Ukrainian - " Google Ads Academy ».
3.2. Official YouTube channel from Yandex.Direct - “ Advertising technology training ».
3.3. You will find many videos on contextual advertising on the SeoPult.TV website and their YouTube channel. For beginners, the section “Simply about the complex” will be useful.
3.4. Regularly conducts free webinars on contextual advertising WebPromoExperts. You can register for new webinars on the website or watch recordings on YouTube channel. I especially recommend paying attention to the PPC Day online conferences.
3.5. In the blog video sections #ON FINGERS watch short videos with answers to specific questions.
4.1. Books are a traditional source of knowledge, but they are rarely suitable for studying contextual advertising, because during the preparation of the text for printing, the interface and tools of advertising systems may change. If you are used to learning everything new to the sound of rustling paper, I recommend paying attention to the book “Contextual Advertising That Works” by Perry Marshall and Brian Todd. Google Advertising Bible" - helps to formulate a common vision of working with contextual advertising.
You may also find Ingate eBooks helpful. In most cases, they contain well-structured information and provide expert comments.
4.2. Look for up-to-date information in specialized blogs and information sites. You can find useful resources about Internet marketing in the collection “120 Blogs on Internet Marketing
- The most influential PPC experts according to PPC Hero.
5. Use checklists
All experienced specialists have a set of checklists in their arsenal to eliminate the human factor and not miss important details. Moreover, lists of mandatory items when setting up and optimizing advertising will be useful for beginners. A few links:
6. Where will you get help?
Look for professional communities or ask questions in the comments under thematic publications; the Netpeak blog will definitely answer you.
- In the Google Advertising Community, you can ask questions about working with Google Ads or Analytics. Google uses various incentives to motivate community members, so you are more likely to receive a high-quality answer.
- in the PPC-Club group they also answer questions about contextual advertising, and all answers are collected in the knowledge base.
- on Facebook it's worth paying attention to the community "
