How contextual advertising works
Today, if we have any question or need for any product, service, what do we do? That’s right, go to the Internet, enter your query in the search engine and get a sufficient number of answers in the form of links to specific sites.
It is visitors who have gone to the site through search engines, looking forward to the owners of these sites, as it is their target audience. But remember, how many sites or search engine pages do you browse? Yeah, not that much. And not all sites manage to gather a good audience, as not all can take a high position in search engines.
The purpose of creating a website for most companies is to increase profits. So, the higher the position in the search engines, the more visitors and more likely to increase this very profit.
Here comes to the aid of one of the most convenient tools to attract users to the site – contextual advertising.
Contextual advertising is a type of advertising on the Internet, when Your ad appears on the page of a search engine or other resource only when the user’s request includes certain keywords or phrases, which will help you choose the right company that conducts contextual advertising.
Contextual advertising, like any other advertising, is paid. But it is characterized by a fairly high efficiency at a relatively low cost.
Let’s name a number of advantages of contextual advertising:
attraction of Your target audience – potential customers, as the principle of mutual interest;
You pay for the result, namely-for the number of transitions (clicks), ie real visitors;
You can influence the cost of contextual advertising, namely-to set any price for the transition, but here we recommend to consult with the partner company;
You have the opportunity to limit, expand or strictly select the regions of your ad;
You get a detailed report on spending on contextual advertising (statistics of transitions).
The main disadvantage of contextual advertising is that today the face of high competition in the fight for a potential client, ie, for the target audience. After all, in addition to Your ad, the user will see a few more similar, and which of them he passes a mouse click-it is difficult to guess.
To increase the probability that the mouse click will be on Your ad, will help its competent compilation. The partner company that conducts your contextual advertising knows the basic requirements for the preparation of the advertisement. So, an ad for contextual advertising should contain a thematic popular search query and be different from the ads placed next to it.
There are the following main types of contextual advertising:
search contextual advertising-ads corresponding to the request are displayed on the page of the search engine through which it was made;
thematic contextual advertising – advertisements are displayed on the relevant thematic Internet resources;
behavioral contextual advertising-when the user’s area of interest is determined based on his previous search queries, statistics of clicks on advertising messages, links and other both authorized and anonymous data about the user’s browser. All this is used to place on the pages of sites that are part of the affiliate network, advertisements with the information that has recently been interesting to the user.
It is necessary to understand that the main task of contextual advertising is not the sale of the product or service, but the sale of the opportunity to purchase this product or order a service on Your website.