contextual advertising

contextual advertising - a very common type of online advertising in which the advert is shown according to the content, the context of the customer's web page.

Contextual advertising acts selectively and is displayed to the visitors of the customer's web-page, whose sphere of interests potentially coincides/overlaps with the subject of the advertised product or service, target audience, which increases the probability of their response to the advert.

The principle of keywords is usually used to determine the relevance of the advertising material to the website page. Search engines are also guided by keywords. Therefore, contextual advertising is more likely to be shown to a consumer who uses the Internet to search for information about specific products or services.

Contextual advertising systems allow you to place adverts both on pages with search results for certain keywords and on sites that have installed contextual advertising blocks on their pages.

   Cost of contextual advertising: budgeting, forecasting the price of the advertising campaign.

The first question becomes: how much are you prepared to spend on advertising in the reporting period? Most contextual advertising is paid per click. The budget of an advertising campaign is spent on clicks. And to estimate the budget, it is necessary to predict how many clicks on the advertiser's ads for a certain period, and how much will cost on average one click. Forecast, in most cases, it is advisable to make a month, but, in principle, you can calculate the budget for almost any period. Here you need to understand that a month - the optimal period for contextual advertising campaigns in order to feel the impact and evaluate the result. If the period is shorter, there is a high probability that the evaluation of results will be done incorrectly - for example, if long holidays fall on the period of the advertising campaign, when advertising and user activity fall heavily.

Also the budget will depend on the Type of advertising campaign and Geo-targeting (geographically where the ad should be shown).

Contextual adverts are adverts whose content depends on the user's interests.

Contextual advertising is selective: an advertising message is shown only to those who want to see it. Users show interest in certain goods and services, and you offer them help by telling them about your offers. In essence, the user makes the effort to find your advert.

The task of traditional print, radio, television and online media advertising is usually to divert attention, to distract the user from what they were about to watch or read.

Any advertiser can register with search engine advertising services and place contextual adverts themselves. When first getting acquainted with these systems (Google Adwords, Yandex Direct, etc.) it all seems pretty simple. - pick the words, compose the adverts, list the payment and that's it - the "golden key" is in our pocket!? However, after a while, the advertiser realises that the money is being spent, and the the expected result is still not there.! So passes a month or two waiting that about to go calls and new clients, but .... alas. Time has passed, money has been spent, but no more clients....

Media adverts are graphic advertisements. They can be of different shapes:
- static. That is, regular photos, pictures, and so on.
- animated. They are usually in *gif format.
The pros of this kind of advertising are factors such as:
1- They are better at attracting attention, especially animated media adverts.
2. it shows what the advert is about and what the visitor is waiting for when he clicks on the advert.
3- It takes up more space and hence if you put it on your website, you will get paid more.
In order to place such adverts on your website you need to have a Google AdWords account.
Next, having filled in the necessary forms, it is necessary to specify that the advert will be in graphic form. Then it is necessary to upload the graphic object itself. It must correspond to the subject of the advert and meet the ethical and moral standards of society.
In addition to this, you should also enter a short title for the advert, which will be below the picture. This should be some kind of "shouting" phrase.
Once an application is submitted, it has to be reviewed by moderators and only then makes it to the sites pages.
Payment for such advertising is made in the same way, by the number of clicks.

While advertising on billboards and other venues is falling in its effectiveness and therefore in demand, banner advertising on the internet is only gaining momentum.
Such advertising allows you to attract only those customers who are interested in your product. In addition, it costs much less compared to conventional advertising on billboards.
The most profitable is banner advertising in Google. Unlike Yandex and other search engines, the cost of one banner display in Google will cost you 8 times cheaper. The average such figure becomes about 0.029 cents.
A good feature of Google's banner adverts is that it deducts money based only on the number of clicks, not on the banner impressions.
Such advertising is used by the popular online shop "Rozetka".
But, placing a banner advert on Google is not so easy. First of all, it must meet all moral standards and adhere to ethical considerations. Otherwise, Google will simply block the banner.
Therefore, advertising agencies often have to work hard to develop a banner ad that is both profitable and "allowed" by Google.
Nevertheless, such endeavours are worthwhile.

The price for the cost of advertising is calculated in the following way. The number of clicks to the site is estimated and multiplied by the rate per click. This rate can be different and depends on many factors, for example:
- the size of the advert;
- the number of visits required;
- the number of keywords, when entering which the advert is displayed, etc.
The minimum bet is 5 kopecks.
There are two methods of paying for contextual advertising on Google:
1) Prepayment.
Prepayment is made by bank card or by bank transfer.
2) Postpayment. You do not need to pay an initial instalment, and payment is made each month according to the amount calculated by Google for the number of clicks. You can use direct debit or a debit (or credit) card for postpayment.
All conditions you choose yourself, filling in the questionnaire when placing an order for advertising.

Effective Google advertising becomes more effective if you entrust this matter to professionals.
Using the services of ad placement agencies offers many perks while making advertising more effective:
1. saving your time. You do not need to spend your most valuable resource - time - on placing adverts, studying conditions and alternatives. All this is handled by the agency.
2. Small budget. The cost of advertising in Google is much smaller than the cost of conventional advertising. Even if we take into account the services of an agency.
3. Specific payment for a specific result. This means that payment for advertising is made depending on how many visitors came to your site through the advert. You pay a certain amount of money for each click.
4. Quick implementation. It is very quick and easy to put an advert on Google.
5. Google is one of the most popular search engines in Ukraine, so advertising here is like honey for bees.
6. Comfortable payment system. You are only required to have an account with money to pay for your adverts.
7. Documentation. Agencies provide you, as the customer, with all the necessary documents for the preparation of accounting reports.