What is contextual advertising, why does it necessary and how to use it?
There are three definitions of contextual advertising, which complement each other. First, it’s ad designed for any business, including small and medium. Contextual ad makes it possible to advertise a cafe on the corner, sale fishing gear online and at the same time sale banking services and cars.
Secondly, context – it’s not visual, information, text ads. Finally, this is the essence of contextual advertising, it is a buying customer. Business which requires customers – buy them online for the price that is willing to pay.
According to the study, recently conducted on the Internet, over 80% of the weekly Internet audience is very positive about contextual advertising. This is due to the fact that it’s not perceived by people as just commercial posting but rather as search engine offer, which tries to help users to find what they need. Accordingly, negative attitude shan’t apply to such communications.
Today contextual advertising has overtaken any other advertising on the Internet. The breakthrough came after the crisis. The main advantages that help to do an with contextual ad are as follows:
- ability to display ads exclusively interested in services or goods audience;
- pay just per click (the number of conversion) and not just for show;
- possible regulation of budget, on and off the ad campaign at any convenient time;
- geographic targeting;
- relatively low cost;
- ability to change ads text at any time and evaluation of the effectiveness of specific texts
In order to understand how contextual advertising works everybody can practice independently without involving professionals. First, creates own initial list of keywords, which, as it seems, clients searching for. Second, create a text ad. Then determine the budget. For example, if it’s car trading, the company determines for itself how much it is willing to pay for a customer for sales acceleration.
Such an “initiative” in case is possible, since the cost of errors is not as high as, for example, TV ad. In case of failure company may lose between $ 300 and $ 3 thousand.
If an advertiser suddenly realized that all the efforts were useless and customers didn’t come, then there is a necessity to apply to professionals who know how to use words and how to write ads. Another important point in which agencies can help the client – is an opportunity to make site convenient for users: they come to the site and find what they needed. That's it: select the right customers for the price which is needed to bring to their website and make a conversion of clicks in real buyers.
But, besides the advantages, contextual advertising has some drawbacks. The main drawback – it’s a high price if the product or service concerns to the most competitive topics. Generally it’s sale of household appliances, various tour operators, real estate sales and other very popular topics.
Also in recent years, many users much better understand the marketing techniques and understand that contextual advertising – it is paid up messages by which the site owners want to attract a large number of visitors. And gradually, people are imbued with great confidence to natural search results. Despite some disadvantages the effectiveness of contextual ads is still very high, so most webmasters have turned to this tool to attract visitors to a resource.