The whole truth about contextual advertising. Earning money from contextual advertising What do you pay for in contextual advertising?

Detailed answer on how to earn money contextual advertising and what services allow you to earn money.

Some get the opportunity to create a source of permanent income on the Internet, while others get a specific target audience.

After all, as statistics say, unlike bright and provocative banners of teaser advertising, contextual advertising inspires trust in more than 40% of people.

That is, people click on ads purposefully.

This article will tell you what exactly needs to be done so that users notice the placed blocks and the income from them grows.

What is the essence of the method of making money on contextual advertising?

If you have been an Internet user for several days, then you have definitely seen contextual advertising, because it is everywhere.

Ads designed in blocks with the inscription “Runner” or “Yandex.Direct” - that’s what it is.

Part of these funds goes to the intermediary site as a reward for its services.

That is, a properly configured unit, for example, with frying pans will not end up in the middle of a car forum.

It is located at the very top, side or bottom of the results when the user is looking for something purposefully.

Thanks to numerous precise settings and algorithms, the “context” is displayed only in accordance with the content of the page.

This scheme is aimed at ensuring that a visitor to a resource on a certain topic is more likely to be interested in the proposed thematic product than someone random.

The system of operation of such programs is known in detail, perhaps, only to developers.

How much can you earn from contextual advertising?

It is impossible to name the exact amount of how much you can earn from contextual advertising. But we can clarify that on Russian intermediary platforms a click is estimated at 0.1-100 rubles.

And your total monthly earnings can range from an insignificant 500 rubles to tens of thousands!

This variation is influenced by the topic of the resource on which the advertisement is located, which user clicked on it, and so on.

Making money from contextual advertising: where to start?

After all of the above, you should have been left with the main question: how to start making money from contextual advertising?

1. Of course, the first and main step is choosing a topic and creating.
   There are some areas that are more in demand than others.
   This includes women's sites, business topics, finance, and seasonal offers.
2. For hosting, choose only paid hosting.
   With the free one, you can also try your hand at some resources.
   But only a paid one will pass any test and allow you to generate more income.
3. Select one or several systems for advertising.
   Experienced webmasters recommend starting with Runner (discussed below) as the simplest system.
   After it, you can switch to Yandex.Direct.
4. Track statistics and experiment with the type and placement of contextual advertising to get better results and more earnings.

What services allow you to make money on contextual advertising?

There are three main ones:

• A popular platform among beginners.
  A special advantage for them is the absence of restrictions on the number of visitors to the resource.
  Literally anyone can start making money.
  And the system for withdrawing your earnings is simple and familiar - to a WebMoney wallet.
  But there are also limitations, of course.
  Users do not have as many options for designing ad units at their disposal.
  And the cost per click is somewhat lower, although using the site is much simpler and more convenient.
• Yandex.Direct is more picky when choosing platforms.
  And it is worth noting that it only serves the Russian-language category of sites.
  In addition, they must be located on paid hosting.
  Before you submit your partnership application here, you will need to do a lot of promotion.
  At a minimum, the number of your daily visitors should exceed 300.
• also, or even more attentive to the choice of sites for placing blocks.
  It puts forward certain requirements for the life of the resource, its content, quality and safety.

Different sites have different prices.

So YAN offers you 50%.

But if you pass Google’s strict selection process, you can count on 68% (of each person’s click).

How to earn more from contextual advertising?

After this, your efforts should be aimed at developing the site and attracting new visitors.

Experienced users say that nothing leads to a resource better than raising its position in search engines.

This can be done using various website optimization techniques.

Oddly enough, in addition to generally accepted topics that gather a large audience, the method of concentration works well.

For this purpose, websites are created on a specific narrow topic. They usually have fewer visitors.

But at the same time, the percentage of those who click on contextual advertising is higher. In total this gives best earnings on contextual advertising.

A good example such a site are fan clubs of certain car brands etc.

But in addition to choosing such a narrowly focused topic, do not forget about filling the site with quality content.

In general, for stable and growing earnings from contextual advertising, it is important that you pay due attention to the site itself. Create it not for profit, but for people.

Then your business will go up.

Earning money from contextual advertising: how to place it?

But of those who came to the site by accident, 50% will already devote time to studying the blocks posted.

In any case, your goal is to ensure that the attention of both is not distracted by anything. Then the indicators will remain at the specified level, and earnings will increase.

1. It is believed that the user should not scroll the site page in order for the blocks to come into his field of view.
   Place them near the beginning.
2. Obviously, too much advertising is annoying and off-putting.
   But a lone block will attract fewer clicks.
   You need to choose the optimal number of blocks yourself, observing the “golden mean”.
3. Choose the size of your ad so that it doesn’t take up too much space, but also doesn’t get lost.
   Pay attention to which arrangement will look better on the page - horizontal or vertical.
4. You can use statistics that indicate the following: a person's gaze moves from left to right.
   Therefore, information placed on the right is perceived by the brain as more significant.
5. Please note that the placement of advertising blocks on the main page and the rest should be different.
   Just as the focus of users’ attention on them differs. Where the main place is occupied by content, the blocks will be better seen on the right. But on the main one, more glances are directed to the upper part.

also explained in the video:

Briefly answer the question, how to make money on contextual advertising, is as follows: fit blocks into the content of the page organically, follow the rules for using the selected advertising system and develop your site.

After all, the larger and better your audience is, the more transitions there will be. Accordingly, your level of earnings will increase.

We at Expecto are often asked: how much does contextual advertising cost?

We have prepared material on how the price for contextual advertising is formed and what budgets to use for contextual advertising.

I want to start using contextual advertising to increase online sales. How much does it cost?

It all depends on your business and the competition in the market. Different companies' budgets for contextual advertising can start from 10,000 rubles and reach several million.

For transitions of potential clients to your website. “Potential customers” - because contextual advertising is shown only to those who have already shown interest in your product or service. “For clicks” - because contextual advertising uses the CPC payment model. CPC stands for Cost Per Click, that is, cost per click.

How much will I end up paying per click?

Nobody knows the exact number. The cost of a click is the amount of money that will be debited from your advertising balance as a result of a user clicking through contextual advertising to your website. This value is not fixed and is in the interval between the minimum click price (30 kopecks in Yandex Direct and 1 kopeck in Google Adwords) and the maximum click price that you set yourself.

In everyday life, we are accustomed to fixed prices and we know for sure that the cost of a package of milk will not change as long as we carry it to the cash register. However, we are also accustomed to the fact that the price of air tickets changes depending on the number of available seats and other factors, and the price of a taxi ride depends on traffic jams and the number of drivers.

The same thing happens with the cost per click. The amount of money you pay per click depends on the quality of your ad and the results of the auction between advertisers.

What kind of auction is this?

In a real auction, with shouts like “Three hundred rubles - one, three hundred rubles - two, three hundred rubles - three, sold!” you don't have to participate. The auction takes place between advertisers in real time and lasts 100ms - that's faster than you can blink.

Your bid in the auction is the maximum click price that you are willing to pay and that you set yourself.

What will the auction winner receive?

How is the auction going?

We don't think that initial stage It is necessary to thoroughly understand how the auction works. However, here is an excerpt from the Yandex help so that you can make sure that the auction is fair and is not aimed at robbing you.

According to Yandex help:

The main purpose of the auction is to the most effective ads received maximum traffic.

I realized that the cost of a click is not fixed and depends on the auction. That is, the more I am willing to pay, the higher my ad will be?

Not really. Technically, the more, the higher. However, whether your ad appears or not depends not only on your bid (the maximum cost per click that you set yourself), but also on the quality factor and click-through rate (CTR) prediction of your ads and your competitors’ ads.

Quality factor takes into account many factors, for example, whether the ad matches the search query and the landing page. Therefore, it is so important to correctly compile a list of key phrases for which advertisements will be displayed and carefully check where the links from the advertisements lead.

CTR (click-through rate)- this is the click-through rate, the ratio of clicks to impressions. If 100 people saw your ad and 10 people clicked on it, then the CTR will be 10%.

Where your ad will appear depends not only on your bid, but also on the quality characteristics of the ad. Otherwise, contextual advertising would turn into a budget war, rather than an opportunity to show a relevant ad to an interested user.

So how can I understand how much money I should invest in contextual advertising if its cost changes all the time and depends on many factors?

Option 1. Approximate

Use the budget forecast from Yandex. Make a list of keywords for which your ads will be shown, and find out the budget forecast for the selected phrases.

The cost per click shown by Yandex in the Budget Forecast is overestimated and allows only an approximate estimate of the budget. This is due to the fact that the data on which the forecast is based is taken over the previous 28 days, and the results of advertising campaigns are averaged. This “average hospital temperature” does not take into account either seasonality or differences in advertiser performance.

The Yandex budget forecast will not give an exact answer to the question “how much money to invest in contextual advertising monthly,” but it will help you figure out the order of the amounts.

Option 2. Accurate

Take as much money as you like and conduct a test campaign. By how applications appear and money is withdrawn from the advertising balance, you will understand both the optimal amount of investment and your own capabilities for processing incoming applications.

A test advertising campaign is a more accurate way to determine what context budget you need. Don’t let the word “test” scare you - first of all, you invest money in attracting clients, and only then determine the optimal budget.

In our experience, 10-25 thousand rubles per month will be enough for a small business to conduct a test advertising campaign.

Contextual advertising on the Internet is rightfully considered one of the best and effective ways attract targeted interested visitors to the site. Why? First of all, due to the fact that it is relevant in the context of search in Yandex and Google.

Placing contextual advertising in Yandex or Google looks natural and is shown only to those who have shown their interest in a product or service with a specific search query. Therefore, it is clicked on more often than other types of advertising.

On this page you will find answers to the questions:

Contextual advertising in search engines is a type of Internet advertising that is displayed depending on the user's search request to a search engine (for example, in Yandex or Google) or depending on the meaning of a specific web page in the Yandex or Google advertising network that the user is viewing At the moment. Contextual advertising by placement can be search and online.

Where are search contextual advertising shown?

For example, you want to search Yandex for information about refrigerators and enter the query “new refrigerator.” Along with the search results, you will see small text ads (they are located above and below the search results) that match your request and invite you to visit a site where you can find information about these refrigerators and buy them. In this case, the text in quotation marks “new refrigerator” is called the keyword for which the advertisement is shown.

Google and Yandex strive to ensure that contextual advertising does not irritate the Internet user, does not “get into the eye” like bright graphic banners, but carries truly useful information that is relevant to the visitor’s request and is as similar as possible to regular organic search results. This type of advertising is often called search engine advertising (from the English SEM - Search Engine Marketing).

Russia is in a rather unique and advantageous position compared to many global regions, since search demand is answered by both a local player in the form of Yandex and a global player in the person of Google. This creates competition between search engines for traffic and advertisers, which reduces the cost of online search advertising for the end client.

Contextual advertising can also be placed in the Yandex and Google advertising networks, which contain hundreds of thousands of high-quality sites on various topics. Many sites on the Internet are not commercial and do not sell directly online. They may contain qualitative information on a specific topic in the form information articles, reviews in blog posts, pages with video reviews and in other formats.

Such sites gather on their pages many users interested in this topic. The owners of such sites put a special code of an advertising network (for example, the Yandex Advertising Network or the Google Display Network) on the site pages and earn money by placing advertising, which the search engine automatically selects for them and which will be potentially interesting to their visitors.

In this case, a special software algorithm automatically determines the topic of each page of the site and selects an advertisement whose meaning corresponds to the information published on it. As a result, advertisements for the sale of cars are shown on pages about cars, advertisements for the sale or purchase of apartments are shown on pages about real estate, and so on by analogy.

To clarify the meaning, keywords are also used - along with an ad with text like “Buy our refrigerators at a discount”, you can specify the keywords “new refrigerator”, “Super-Holodilnik refrigerator” and the like, so that the contextual advertising placement system better understands where Pages need to show this ad.

Search retargeting in YAN and Display Network

In some cases, a contextual advertising campaign on the Yandex and Google networks is placed for an audience with some indication of a prior visit to a particular site. For example, a user visits a site selling baby strollers and then advertisements for those pages that he looked at on this site follow him on sites included in the Yandex RS and Google Display Network. This type of advertising is called search retargeting or remarketing. Moreover, types of remarketing can be much less straightforward, for example, you can show advertising not to all site visitors, but only to those who visited product cards or put products in the cart, but did not place an order. Yandex.Direct and Google AdWords have flexible settings for retargeting audiences, which are made using web analytics systems: Yandex.Metrics and Google Analytics.

We measure the effectiveness of a contextual advertising campaign

There are also frequent questions about which types of contextual advertising are better: ads from an advertising network of sites or those that are shown in search results in response to a visitor’s request? After all, both campaigns do the same thing - they bring targeted visitors to the site.

Even more than 15 years after the advent of contextual advertising, many advertisers measure its effectiveness by click-through ratio (CTR) or cost per click (CPC). It is more accurate to evaluate it from the point of view of the effectiveness of the target action of the site visitor. How to do it?

Visitors who completed a targeted action on the site (for example, made a purchase or left their contact information for feedback) are much more valuable than those who came through an advertisement, viewed one or several pages and closed the site. To understand which visitors are more useful, you need to use web analytics systems that monitor user behavior on the site and track targeted visitor actions and even offline events, such as phone calls on the site.

At iConText we mainly use Google Analytics and Yandex.Metrica, which can track any advertising campaigns for both websites and mobile applications. These are the most popular systems for analyzing Internet traffic, site performance and any advertising leading to the site. With their help, you can get very valuable information - for example, how many users who clicked on an advertisement performed some useful action on the site (placed an order, filled out a form, downloaded a file, watched a video or called a phone number).

Thus, we not only help our clients increase the number of visitors to the site, but also monitor the quality and level of interest of visitors who come to it. Actually, this is the process of managing contextual advertising - we adjust bids for those keywords that bring us more targeted actions at a lower cost. On modern stage In the development of contextual advertising, this is done not only by people, but also by predictive mathematical algorithms that are able to predict the likelihood of a target action based on “big data”.

How are contextual ads placed?

The most popular in Russia for 2019 are:

• Yandex.Direct- Russian system that allows you to place advertisements in the Yandex search engine and in the Yandex Advertising Network (YAN) - on sites where ads are displayed using automatic determination of the meaning of the pages.
• Google AdWords(since July 24, 2018, called Google Ads) - a system for displaying contextual ads on the Google search engine, the second most popular in Russia, and in the contextual media network of sites (Google Display Network), where ads are also shown using automatic detection of page topics .

There is simply no clear answer as to what the cost of contextual advertising on the Internet is. The main feature of contextual advertising in Yandex and Google is the absence of a fixed price for placement, since each advertiser is guided by his own principles when selecting keywords of interest to him, regional parameters, and bid adjustments for types mobile devices, age and gender potential audience. In this type of online advertising, a payment model is adopted for the user clicking (going to the site) on the ad. The price of each purchased click is determined by a real-time auction between advertisers, which takes into account the bid they set - the maximum price that the advertiser is willing to pay for a transition to their website.

As a result, the price of contextual advertising may constantly change depending on competitors' bids, geographic and socio-demographic targeting parameters, and other factors, such as usage automatic systems by adjusting the cost per click. Using automation tools like this, you can keep your cost per click within specified limits and manage your campaign more accurately than using standard management interfaces. You can find out how iConText calculates the cost of contextual advertising campaigns in a special article - “How much does contextual advertising cost?” .

How are contextual advertising campaigns launched and managed after launch?

Selection of keywords. We select keywords for which advertising will be displayed in search engines and on advertising network sites. This is done using special tools available in contextual advertising systems, for example. Yandex.WordStat or Google Keyword Planner. With their help, the approximate projected cost per click is also determined and the total cost of the advertising campaign is calculated (as a rule, the calculation is made for one month for a certain amount of ad visibility). Keyword selection in iConText is also done using our own keyword database in the internal DMP platform (data management platform), which stores information about all campaigns conducted in the agency for more than 15 years. In addition to the composition of keywords, this database stores indicators of their historical performance, which helps us predict campaigns with the greatest return on the advertiser's investment.




Creation of advertisements (creatives). The creative part of launching a contextual advertising campaign is writing the most clickable ad texts. Since they are quite short in the number of characters, you need to fit in them as much information as possible, which should interest the user so that he pays attention to the ad text and clicks. iConText has a long-term practice of writing ad texts, during which we have created best practices that make ads on any topic the most effective.

We use all available parts of a contextual ad in order to increase its CTR: an attractive and capacious title, quick links to key sections of the client’s website, text with unique communication to the consumer trade offer and a call to action, clarifications with key differentiators of the offer in the market, client contact details, display URL, company hours, illustration for the web and other elements. The standard is to tag all ads and individual parts of them with UTM tags, which allows us to analyze which elements of the ad are most attractive to consumers and adjust them based on the data.

Selecting a KPI (key performance indicator or key performance indicator)– preliminary determination of advertising campaign performance indicators. To do this, we study the specifics of the client’s business and its website or landing pages (landing pages) to which visitors who click on contextual advertising will land. To correctly determine the KPI system and its future constant calculation, it is important that the web analysis system Google Analytics or Yandex.Metrica is installed on the site and has a history of visits. KPI systems are based on various indicators, but the most common are the following:

1. Cost per target action (cost of conversion or CPA, cost per action);
2. Return on advertising spend (ROAS);
3. Proportion of advertising expenses (ARC);

Of course, the contextual agency is based not only on these metrics, but also uses its own internal metrics that are not directly related to business metrics, such as bounce rate, average time on site, session depth, and more. We try to show our clients only what actually affects the business, and leave technical indicators for internal use.

Targeting. Contextual advertising campaigns have flexible settings not only in terms of keywords, but also in other areas. For example, with the development mobile internet There was a need to separately lower or increase bids for this segment of visitors, which became possible in the Yandex.Direct and Google Ads interface. The same options for adjusting bids are available by gender and age of users when advertisers want to prioritize or, conversely, exclude groups of a certain gender and age. It is also worth mentioning the geography of impressions, since contextual advertising already has the ability to hyperlocally target not only cities, but also their individual districts, which is becoming relevant for local businesses.




Setting up hyperlocal targeting in Yandex contextual advertising is done through the Yandex.Audience service, in which you can direct advertising to three audience segments: being at a specific point at the moment, regularly staying at a point, or staying for a certain time in the past.

Loading into the interface and launching an advertising campaign. After the campaign is prepared, it needs to be loaded into contextual advertising management systems: Yandex Direct, Google AdWords, or other automation systems that themselves load campaigns into the platform interfaces. Of course, you can manually transfer words, targeting and ads to advertising systems, but at iConText we deal with advertising campaigns with hundreds of thousands of keywords and ads, so we only do these manipulations automatically using special files or our own technical developments, allowing you to quickly create campaigns of any size. Our tools also include solutions for managing product feeds for advertising campaigns of the largest Internet services (for example, we manage eBay advertising campaigns), which allows us to effectively and quickly manage contextual advertising for hundreds of thousands of products.

Analysis and adjustment. After the launch of contextual advertising, the process of its daily regular management begins. The monthly contextual advertising management procedures include such best practices as:

• View the search queries that visitors used and cut off non-target ones using the negative keywords mechanism;
• Cutting off sites with a low CTR/CR level for network campaigns in Yandex RS and Google Display Network;
• Management of daily budgets and bids at the campaign level or individual keywords, when adjustments towards increasing bids are made for keywords with the highest target KPI (and vice versa, in the case of underperforming words);
• Ad management, cutting off text and image ads with low CTR and their subsequent improvement based on data;
• Increasing the core of search queries, if individual cases of high conversion have appeared among the search phrases.

We track the performance of each ad for individual keywords and, based on this information, make decisions - add or remove keywords, raise or lower bids, change or leave the ad text. With the help of Google Analytics and Yandex Metrics, we can literally see everything that the user does not only on the advertiser’s website, but also analyze offline actions, such as calls and subsequent transaction conversions in CRM or ERP systems. If the client has the opportunity to open this data for the agency, we will organize an end-to-end analytics system based on Microsoft Power BI or Google Data Studio, in which we connect data from various business systems, web analytics systems and contextual advertising systems, which allows us to make the advertising management process significantly more transparent and efficient.

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Containing specific target information. These blocks make money from contextual advertising. There are many such systems, but the most common are Google Adsense, Yandex Direct and Begun.

To start making money this way, you need to place contextual advertising blocks of the selected system on your website (code generated specifically for you). This needs to be done in good places. If a site visitor clicks on a block, you will be paid a certain amount for this. The cost per click determines. Advertisers pay more for displaying ads in the most competitive topics, which means you will earn good money.

Thus, the sites of contextual advertising systems are an intermediary between the advertiser and the one who places it. These services are responsible for searching for customers, generating the necessary code, changing the provision of an ad block, monitoring payments and clicking contextual advertising, which is very convenient and excellent on the Internet. You are required to register in the system, place the ad block code, and comply with the system rules.

Contextual what to choose?

Now let’s try to figure out which contextual advertising systems are more convenient for making money. This question cannot be answered unambiguously, since everywhere has its own advantages and disadvantages.

Google Adsense

Very democratic service. Good cost per click. Accepts almost all projects designed for people. Simple registration, efficiency, powerful income tracking tools. But there is also a significant disadvantage - it is inconvenient to withdraw the money earned. The money is sent in the form of a check, which can be cashed at a commercial bank.

Yandex Direct

The cost per click is the highest, just register and withdraw money. Disadvantages - resources with a traffic of 300 people per day are accepted, sites undergo strict moderation, so making money on contextual advertising on Yadex Direct is not possible for everyone.

Runner

Good cost per click, easy to withdraw money, easy to register. The contents of the website are subject to high requirements, and therefore not everyone is allowed. If the site has not passed moderation, the reason for the discrepancy is not explained.

Now let’s figure out what it depends on to get a decent income from displaying the context:

a) Traffic (number of visitors in a limited period of time). According to statistics, out of 100% of visitors, only 2-3% click on ads, thereby generating income for the site owner. This indicator is called click-ratio. Thus, the first principle of optimization says: the more traffic, the more clicks and money.

b) It is important where exactly you place the advertising unit. Best results gives placement in the center of the post and at the top of the page. You can place a horizontal block at the end of the text. For greater efficiency, place several different blocks on one page, if contextual advertising systems allow this. It is best to integrate advertising units into the menu. Maybe this is not very good for the site user, but it is quite profitable. This leads to the following principle - place the context in a good place on the site page.

c) Similarity of topics. Google Adsense first analyzes the topic of the site and subsequently tries to place the type of advertisements that correspond to it. Principle Three: Thematic relevance helps increase impressions.

Let's summarize. Making money from contextual advertising is a fairly reliable, proven, and therefore real and profitable way to earn income on the Internet.

And rumors about its effectiveness, both intentional in the form of PR and unintentional, have accumulated.

Today we want to dispel some of them.

“Payment from 30 kopecks,” or what budget do you need to start?

You can calculate the approximate budget in the advertising campaign interface. You can look at the competition using the budget assessment tool by selecting several thematic queries in your opinion.
Although we recommend paying more attention to this point, because the issue of targeted queries remains relevant even among business sharks who have been working on the Internet for several years.

Issues of optimization of advertising campaigns primarily concern selection/testing of target queries. In practice, creating an effective keyword core requires 4 to 12 weeks of keyword testing. And the average budget for these purposes is 10,000 rubles.

“Pay per click”, or “pay only for potential customers”.

The offer really sounds tempting. We pay only per click, which means only for targeted visitors and clients. After all, once a person clicked on your ad, it means he was interested in the offer, which means he is yours potential client.
And to hell with the selection of key phrases, because if the ad was not of interest, then no one clicked anything, which means the money was not debited from the account.

This is where the main mistake of many advertisers lies. In fact, you pay money for impressions, not for clicks.

If you look deeper, after reading and working, you will understand that there is such an important parameter that affects the cost of a click as CTR.CTR is the ratio of the number of clicks to the number of impressions. The less often people click on your ad, the lower the CTR. The lower the CTR, the higher the cost per click. No matter how you twist it, You pay for impressions!

And it is in your interests to think through each ad and compose it so that it is targeted to your audience and exactly matches the requests.

Penalties for your advertising campaign.

Advertisers often encounter a problem when Contextual Advertising does not work. The budget is large, but there were no clients. 95% of inexperienced advertisers, having played enough with their advertising campaign, fall under the so-called invisible penalties. A situation occurs when your cost per click becomes 2-10 times higher than that of your competitors.
Remember, there are times when you consider profitability and don’t understand how competitors can pay so much money per click? Where do these prices come from, it’s not commercially viable! Sound familiar? Then read on.

If the effectiveness of the average CTR for your company was low, Yandex will want its money back.

And this is logical. Yandex showed your ad the same number of times as your competitor's ad, while you had fewer clicks than your competitor, that is, you paid Yandex less than your competitor paid. It is not profitable for Yandex to show your ad for less money. Just imagine how much money Yandex invests in all the various free services to attract more and more search network visitors, and it is not at all profitable for Yandex to give away impressions to its visitors left and right.

Therefore, Yandex adds an additional cost to the cost of a click, which will compensate for the “losses” from an ineffective advertising campaign in the past.
And this added value will last no less than 28 days.

By the way, this is easy to check if you get a new one advertising campaign and compare prices per click. Please note that the advertising campaign is tied to a domain name, so to check you will need to specify another Domain name, to get new initial CPCs without additional cost. Compare the prices in the new campaign and in yours, and you will understand the difference.

Tender competition for ad positions, or how not to spoil the CTR.

Regular day, morning 9:00.
Vasily Ivanovich, director of the dairy plant, looks into Yandex to check if the Agency is fooling him and if their advertisements are really hanging in the same positions.
And what does he see?
Yesterday their ad was in 1st place in the search results, but today it dropped to 5th.
Calls the Agency and expresses everything he thinks about the quality of the Agency’s work.
In response he hears:

- “You see, competitors changed rates and pushed you out of positions, but if you want, we could also increase rates and return to our previous places if the budget allows.”
- “Allows, change.”
The positions are back.

And at this time...

Regular day, morning 9:45.
Irina Petrovna, CEO dairy plant No. 37, Yandex opens, looks and doesn’t understand. But yesterday the ads were at the top, but today they have already fallen down.
He calls his Agency and expresses...
In response he hears:
- “You see, your competitor raised the cost of the bid and forced you out of the special placement...”

This is roughly how the competition for positions occurs.

What to do about it and how to close the circle?

The horror of your ads changing positions is that a potential client often clicks on your ads several times. Do you remember where you saw this red stroller for 12,750 rubles with a 30% discount?

It turns out that for an effective advertising campaign you need to monitor/adjust query positions every hour?
That’s right, otherwise some visitors will waste your clicks without ever buying your stroller, because just yesterday your ad was in 2nd place for the request “stroller sale,” but today it’s not there. And the client had the idea of ​​buying, was waiting for a salary/bonus or for a neighbor to repay the debt, and now he has matured, and you are no longer in the same place. Your store has moved!

How to choose the position where your ad will appear?

“If we place the ad higher, we will get more clicks, but the price will be higher. If we are lower, we will get less audience, but the click will be lower. ”

This is what every ordinary novice advertiser thinks. And he is deeply mistaken. Actually this is not true.
Remember about CTR, because if the top ads are more clickable, and the lower the ads, the lower the price for placement! It often happens that certain positions above are cheaper than those below, but not always!
There are a number of positions that are doomed to failure. Their CTR, no matter how hard the advertiser tries, will tend to go down, and the price of the advertising campaign will rapidly grow upward until the advertiser shouts “STOOOP!” and will say that this is all an ineffective method of advertising and we are stopping the advertising campaign.

“Is it better to be higher, but more expensive, or lower, but still more expensive?”

This is not a mistake in the title, it is a fact that is visible only to professionals in their field, and now we will tell you another secret of contextual advertising.

Choose the right advertising places, test them, change them, strive to be in the chosen positions, do not change places more than once a week, please note that in some inertial businesses it is undesirable to change positions more than once a month.

Let's earn more money this season!

The sales season is coming in your business, and you, like any normal businessman, are thinking that you need to make every effort to collect the maximum amount of cream this year during the sales season. So what are you going to do? Of course, you need to increase your advertising budget by 2-3 times, because the money you earn during the season will feed you all year.
What does your competitor think?

In business, the successful businessman is the one who thinks one step ahead.

Model the situation. Almost always during the business season you spend 2-3 times on advertising more money, than you usually pay for the same audience that you bought yesterday, since your competitor increases the bid by about as much as you are going to increase it, which means you will pay much more for the same position. In this case, it is necessary to use advertising tools that are not subject to low inertia and cannot provoke a tender war, for example, search engine promotion.

3 pillars of advertising campaign effectiveness:

1. Relevance of the request to the ad
2. Relevance of the request - the title of the input page
3. Relevance of the request to the content of the page

• Monitor your ad positions every hour and adjust your bids.
• Work out the algorithm “plan B” and “plan C”, “if the bet becomes > 9999, then...”, etc.
• Monitor the relevance of your advertisements monthly. The deadline has passed, the page has disappeared, etc.
• Monitor CTR, monitor positions, monitor visitors by region, by phrase groups, ad groups.
• Track ad performance. It is best to put tags on ads to control sales, then you will see what phrases they use to buy, what groups they call, etc.
• Measure and compare effectiveness weekly, make adjustments, and so on in a circle...

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