Every online business owner will confirm that it is almost impossible to promote your project without such a format. Today, this tool, which appeared just over 20 years ago, has seriously transformed and improved. In this publication, we will tell you which formats are now more effective, how to plan your work without violating confidentiality rules.
What is contextual advertising?
Contextual advertising is a type of online promotion based on the fact that the user is shown advertising blocks, the content of which is directly related to the content of the site or its page. For example, the user searches for air tickets, and on the right or at the top he is shown advertisements offering to rent a car or book accommodation.
This method is also used by search engines to place advertisements on their results pages. This is done by matching the keywords in the search query with the content of the advertisement.
Let us emphasize that the algorithms are configured to match the text content posted on the page to the user’s interests (requests).
This is how contextual advertising in networks differs significantly from other types, for example, from behavioral targeting, which is based on the use of cookies and other techniques.
Advantages and disadvantages of contextual advertising
Its main advantage is the ability to set up a personalized display. Ads are selected using artificial intelligence in accordance with search queries, interests, and socio-demographic data of potential clients. High selection accuracy allows you to convey the necessary information to specific groups of people. It is no coincidence that analysts from the world-famous corporationReportLinkerThe global search advertising market is predicted to reach US$376.2 billion by 2027.
Other benefits of such advertising for business are:
- the opportunity to increase targeted traffic and sales without overpaying for promotion.
- achieving various goals (launching a new product, retaining existing customers, etc.);
- easy advertising management;
- the ability to use different formats (videos, banners, text ads).
Search advertising is also convenient for users. It becomes known about ongoing promotions, discounts, and the advertiser’s product range. In addition, a person can compare offers from different online stores and make the best decision.
Although the advantages of contextual advertising are obvious, this method of promotion also has its disadvantages:
- When the allocated advertising budget runs out, the site’s traffic drops sharply. Mobile app advertising also stops working;
- It is quite difficult to predict the price per click on your own, its calculation depends on many factors;
- Conducting advertising campaigns transforming ideas into in the contextual display network requires constant monitoring both at the launch stage and during the demonstration.
All this can be avoided with the help of specialists who offercontextual advertising servicesWith them you will definitely not waste your budget.
Briefly about the possibilities of contextual advertising
Contextual advertising ads are usefu Qu’est-ce qu’un Blog et quelle est sa fonction ? l primarily because they are displayed on pages that interested users “visit”. This ensures highly accurate targeting of offers to the target audience. Moreover, this method of promotion does not cause hostility among users, since it corresponds to their interests.
Contextual advertising is a good way to “catch up” with those people who “visited” the site, got acquainted with the company’s products. Looked at individual items, perhaps added them to the “basket”, but did not make a purchase. Launching a retargeting campaign allows you to remind people about abandoned baskets, which has a positive effect on conversion.
Contextual advertising helps usa bu increase traffic to the site, since the page appears in the top search results after entering specific queries. All this together affects the improvement of the site’s position in organic search results, since the number of interested visitors increases.
Google analyzes the time spent on the site, the depth of viewing, the number of bounces and increases the rating of the web resource in the search results, based on user interest.
Why do you need contextual advertising?
Its main purpose is to quickly attract the target audience to the site. With the right approach, you can get the first visitors within a few hours after launching the advertisement.
In addition, contextual advertising increases brand recognition and helps to create a positive image.
Another important aspect is the ability to remind about yourself using remarketing tools and stimulate repeat sales through advertising.
And, of course, the key goal of contextual advertising is to increase the number of conversions on the site, whether it be purchases, newsletter subscriptions, applications or calls.
