This article will focus on the differences between the two contextual advertising systems. We'll touch on auctions, ads and extensions, keywords, and talk a bit about automation. We decided not to touch on strategies, as this is a topic for a separate article.

Auctions Google Adwords and Yandex.Direct

An AdWords auction is set up in such a way that the ad with the highest ranking will be shown in the highest positions, while the ad rank will affect the position and the cost per click. Ad rank consists of several components - your bid, the quality of ads/keywords/landing page, and additional extensions used. Ad rating is impossible to see, neither yours nor your competitors. Do not confuse with Keyword Quality Score. The advertiser with the highest ranking will pay just enough to outbid the 2nd advertiser by 0.01 cents.

Google has a minimum ad rating to enter the auction, it is determined automatically, and if your rating does not meet the minimum requirements, then the ad will not be shown. The Status column in the keywords menu will say: This option is currently not serving ads on Google due to low ad rank based on bid size and Quality Score.

The Yandex.Direct auction works differently. Although the principle of ranking ads is similar to Adwords - ads with the best combinations of indicators in terms of cost per click, quality coefficient and CTR forecast are selected for special placement and guaranteed impressions blocks - the technology is different. In special placement, 4 ads can be shown, where 1st position is 100% of clicks, 2nd - 85%, 3rd - 75%, and 4th - 65% of the maximum traffic. Each advertiser in the SR will receive 65% of the traffic, but the rest of the traffic will be a struggle, depending on the position of the ad. The competition between the 4 advertisers goes on to increase traffic volume.

Keywords in Direct and AdWords

The two systems interpret keywords in completely different ways. What works in Yandex will not work in Google, and vice versa.

In Adwords, keywords are divided into 4 types: broad, phrase, exact, and broad match modifier. You can read more about the types of correspondence in the help, but we will identify the differences. Yandex does not define a match type, but there are symbols and operators.

1. Google vs Yandex Broad Match

In both systems, keywords can be selected taking into account typos, synonyms, cognates and similar words, in the singular or plural. But as practice shows, search queries in Yandex.Direct are much more relevant than Google Adwords. In Yandex, some of the phrases can be disabled by unchecking the display for additional relevant phrases; in Google, you can only use negative keywords.

2. Phrase match in Google and a word with the “quotation mark” operator in Yandex

Here is the most basic misconception and the main difference. In Yandex, the word in quotes fixes the number of words, and in Google it means that the query will include your keyword, and phrases can be added to the beginning or end of the query. For example, the keyword “rum baba” in Yandex can be shown for queries baba rum or baba, and in Google buy a rum baba, delicious rum baba, cakes rum baba wholesale.

3. Exact match in Google or square brackets in Yandex

In Google Adwords, exact match keywords are enclosed in square brackets. The word order is not changed, no additional keywords can be added. Until recently, exact match triggered ads for exactly the keyword you added. In 2017, the display rules have changed slightly. With an exact match, the ad can be shown in the singular or plural, abbreviations and abbreviations, single-root words, or misspelled queries.

In Yandex, the square bracket operator fixes the order of words, while phrases can be added to the beginning or end of a word.

For example, the keyword [rum woman] in Google will appear for such queries: rum woman, rum women. In Yandex, the same key will appear on request: wholesale rum baba, inexpensive rum baba, delicious rum baba recipe, icing for rum baba. In order to use the only possible exact match in Yandex, you need to use the key phrase with exclamation marks and square brackets [! rum! woman].

4. Google broad match modifier (symbol +) vs Yandex

The + symbol before a keyword in Google is customary to put if you want the keyword to be present in the query. Modifiers narrow the reach compared to broad match, but at the same time, impressions go to the most relevant phrases. The search query must contain all of these 3 keywords in any order in the singular or plural, with typos or cognates. So, for example, in Google, the keyword +buy +rum +babu can be shown baba rum buy cheap, cream for rum baba buy, rum tincture is inexpensive for a woman to buy. As you can see, no one has canceled negative keywords, because not entirely relevant queries may come across.

As for Yandex, the + operator fixes the stop word. These stop words will be present in the search query. Usually these are prepositions, pronouns and words that do not carry additional meaning. Example: + how to cook rum baba, rum baba + at home.

Another difference in the systems is that in Yandex the limit is 7 words per keyword, and in Google 10.

Yandex.Direct and Google AdWords ads

Search ads. Yandex and Google have a similar ad format; in both systems, ads consist of two headings and a description. The difference is that Yandex has more characters in Heading 1 (35 characters versus 30 in Google) and in the description (81 versus 80 characters). At the same time, we note that additional characters! or? are not taken into account when calculating in Yandex, and also, unlike Google Adwords, you can use an exclamation mark in Heading 1. But in Google there is a separate type of ads “Only a phone number”, by clicking on it from a mobile device, the user enters the number into the phone and all that remains is to press the call button.

Extensions. Google can add more extensions. If in Yandex you can only use additional links, clarifications (shown only in the 1st special placement) and a business card with an address and contact information. Google has more options for working with extensions. These are prices, promotions, phone numbers with the ability to track calls as conversions, structured snippets, phone messages, reviews, and applications.

Additional targeting

Devices. Device targeting in Yandex is more primitive, you cannot completely disable impressions on mobile devices or tablets, unlike Google. The maximum you can do is to lower your rates to -50%. In Adwords, you can completely disable mobile devices and tablets.

Locations. In Google, you can show ads within a certain radius of a certain place or zip code. The minimum radius is 1 km. A great option for local companies, such as a restaurant or pizzeria. There is no such option in Yandex.Direct yet directly in the display region. Local geotargeting can be set up via Yandex Audiences and then added to a Yandex.Direct campaign as a Target Audience for bid adjustments.

Yandex.Direct now has the opportunity to take part in beta testing of a new ad format - Media Contextual Search Banner. There are no analogues of this type of ads in Google yet.

Automation of Google AdWords vs Yandex.Direct

In Yandex, there is practically no automation in the interface for the average user. If you want to disable a campaign when it has a certain number of clicks or costs, you won't be able to do it without implementing an API or enabling automation services. Even such elementary actions as stopping a campaign and then turning it on on a certain day simply cannot be automated - everything has to be turned on manually.

AdWords also has automated rules, as well as scripts. It will not be difficult for an ordinary user to understand automated rules. With the help of rules and scripts, you can create campaigns automatically, add ads, change bids, positions, strategies, as well as generate reports and send them to email. Scripts are a slightly different level, but nevertheless, there are a huge number of them on the network.

In conclusion, I would like to say that before deciding which contextual advertising system to use, do an analysis of your niche. Study competitors in Yandex and Google, develop a strategy, make miscalculations, and only then determine which system to use. Both systems have tools that complement each other, consider this in your strategy. Let there be targeted traffic!

Contextual advertising is everywhere. When we go into the search and type in a query, most often, we are first shown ads and only then do the search results come. When we go to a news site, banners with ads are displayed right in the articles or on advertising spots.

In this article, we will take a closer look at what contextual advertising is, how it looks and works. What systems and services are most often used to launch contextual advertising on the Internet.

What is contextual advertising in simple words

Contextual advertising is a type of advertising on the Internet, which is a text or image ad and is shown depending on the request (context) of the user. The advertiser himself chooses for which requests and on which sites the advertisement of his site will be shown. There are two main types of contextual advertising: thematic and search.

Surely, you have already noticed that when you search, in addition to the main issue, advertisements appear at the top and bottom on the topic of your request and with a link to the site that contains the product or service you are looking for.

Also, contextual advertising ads are found on other sites that participate in the Yandex Advertising Network (YAN) or Google (KMS). These ads are shown based on the search history we have entered and the sites we have visited, as well as depending on the resource we are currently on. So, with a greater degree of probability, contextual advertising advertisements on the subject of medical services will be displayed on a health site.

A special automated system determines the content of the site pages and finds ads that match the information from this page. Thus, advertisements for the sale of household appliances appear on the pages of the site about repair and construction.

Types of contextual advertising

search engine

Search contextual advertising will be shown to the user if his request matches those specified by the advertiser in the settings of his company. The main advantage of this type of advertising is that the user himself shows interest in a certain product and writes about it in the search box, we just have to say (using advertising) that we offer this type of product.

This ad works on all major search engines. Yandex, Google, Rambler, Mail, Bing, Yahoo, Badoo and others. At the same time, the algorithm for displaying advertisements for each individual system may differ, as, for example, in the case of Yandex and Google. And such a search engine as Badoo (the Chinese analogue of Google) is partly closed altogether, since it is possible to place ads there only while in China.

Thematic

Thematic contextual advertising will be shown to users on sites that participate in affiliate programs ( , ). The display of which ads will be carried out depends on the last requests the user entered or the sites of which subjects he visited (which is also a context).

Most likely, you yourself have noticed more than once that after searching for [ buy shoes], on the pages of other sites and in social networks, ads offering the purchase of shoes begin to appear. By the way, this is the main advantage of thematic contextual advertising, even if the ad has not been viewed or clicked on in the search results, it still remains chance to attract a user to your site and talk about the product.

But there are topics for which it is forbidden to display ads based on user behavior ( medicine, goods for adults), so they can use another type of thematic contextual advertising - contextual targeting or display by sites. For example, in a forum about medicine, in the discussion thread about implantation of dentures, ads for dentistry may be shown.

Can it then happen that your ad will be shown on a low-quality site or on a site that violates the laws of the Russian Federation? No, because only verified sites can participate in affiliate programs. However, ads may be shown on news sites alongside news about disasters or other disasters. Google can disable this ad display.

Retargeting and remarketing

We moved retargeting and remarketing into a separate section because they can be used without connecting the first two types of context.

• header
• Advertising text
• Main link (address of the advertised site)
• Contact information (address, phone)
• Quick links (main sections of the site)
• Clarifications (additional information), links (the landing page that the user will be taken to when they click on the ad), and additional elements.

For example, this is what a Google ad looks like. Depending on the company's settings, certain elements of ads may not be shown - in the picture below, the first ad does not have a block of quick links, but there are products and prices.

Let's now take a look at the same query.

By clicking on the discreet "Show All" link, you can see all the advertisers who participate in the auction for the entered query, which helps to evaluate competitors.

The first page of Yandex search results contains a maximum of 7 ads: 4 in the top block (special placement) and 4 in the bottom block (guarantee). Google has 4 on the top and 3 on the bottom.

Traditionally, the formats that can be used for impressions on the Google Display Network are slightly larger: text, graphics, and video.

Control

Contextual advertising can be managed manually, with the help of special services or through an agency (contractor). But in any of these cases, you must be able to control the process, and for this we will analyze all the advantages of contextual advertising, tools for analysis, and also learn how to calculate an approximate budget.

How to work with Yandex.Direct and Google Ads in the same account?

• automatic selection of words,
• automatic ad generation,
• "smart" bid management,
• a unique technique for hinting negative keywords.

The system is suitable for professionals and business owners. There is aoff-the-shelf industry solutions.

Real time statistics are shown.For specialists - a lot of precise settings.

Advantages

Let's say again that the most important advantage of contextual advertising, which ensures a constant influx of new advertisers, is the display of advertising only to really interested users who are located in the region or city where the company operates.

The search engine is a huge hypermarket where the buyer, instead of walking with a cart between the product lines, simply types in the desired query. Your task, if you want to attract him to the site, is to think over what requests he will enter and how to interest him.

1. You pay only if the user made the transition to the site by clicking on the ad.
2. You yourself set the prices that you are willing to pay for the transition of one person. At the same time, for different ads and companies, you can set different cost per click.
3. For each keyword (search query) there is a separate auction for impressions - you can select only the most interested users. But the higher the bid, the higher the ad will be shown.
4. You can cut off unnecessary users and requests (minus), for example, free, download, video, and others.
5. Transparency - you know what you pay for, how many people visit the site and how many new customers appear. During the first week, it will already be noticeable how these indicators change.
6. You can start an advertising campaign very quickly. The first ads can be set up in just a few hours.

PPC metrics

CTR (click through rate)- the percentage of click-through ads and one of the key indicators for contextual advertising. A measure of how well an ad engages users. This indicator is calculated automatically by advertising systems as a percentage, as a ratio of clicks to impressions.

Conversion– in order to track conversions (left application on the site, lead), you need to install and configure analytics systems (Yandex.Metrika, Google Analytics), and set goals in them. To track calls, you will need to set up a Call Tracking system, and to track offline conversions, you will need to manually enter data into analytics systems.

Analysis tools

In order for contextual advertising to be even more effective, you need to track statistics and make changes based on the analysis. Let's see what basic tools for analyzing contextual advertising should be in the arsenal of every Internet marketer.

• , Rush-Analitycs.ru, Serpstat - will help in collecting keywords for advertising companies.
• Reports Yandex.Direct and Google Ads are built-in reports in which you can see for which specific keywords or on which sites ads are displayed.
• , — free analytics tools that help track conversions and user behavior on the site. I need synchronization with advertising systems.

Price

Do you want to calculate the cost of contextual advertising for your company correctly or "like everyone else"? “Like everyone else” is when the owner or marketer says that we can spend 1,000 rubles a day on advertising and, based on this, a budget is laid. The correct approach would be to make a decomposition. For example, you need to sell 200 units of products per month, this will allow you to use all the production facilities of the company and all employees. On our site, the conversion is about 4-5%. At the same time, the conversion from lead to client is 40%. It turns out that in order to attract 200 new customers, we need 500 applications, i.e. about 15 applications every day, for which, based on the conversion of our site, we need 300-350 unique visitors per day. The average cost of a click is 10 rubles. It turns out that our monthly budget for contextual advertising should be at least 90,000 rubles.

Contextual advertising systems

Yandex.Direct

In recent years, Google has selected a significant part of the Yandex audience, thanks to mobile traffic, but nevertheless, more than 2,000,000 people use Yandex search every day! This is the largest Russian search engine. Therefore, advertising in Yandex Direct enjoys great popularity. In addition, Direct is easier to set up.

• on Yandex search results pages;
• on the sites of the Yandex partner network ().

The choice of which ad will be shown for a specific request and for a specific user is automatically determined by Yandex algorithms based on relevance to the topic, rate per click, CTR, city, and other indicators.

Google Ads

More advanced interface, to which Yandex Direct has recently been moving, offers. In addition to the variety of tools for setting up and analyzing the effectiveness of advertising, which also involves more painstaking settings, Google allows you to advertise your site not only in Russia, but throughout the world (except China and North Korea).

By analogy with Yandex, advertising is divided into search and thematic (KMS), and in addition to the pages of the search engine and partner sites (including Bing and Mail) it involves displaying on the pages of Google services (Maps, Gmail, Merchant, YouTube, Pictures, etc.).

Wherein for YouTube and Gmail, you can set up ads separately, in the form of a letter or your video, which greatly expands the advertiser's ability to reach their target audience.

Also, you can separately set up advertising campaigns for mobile devices (tablets and smartphones), which, depending on the target audience, allows you to make targeting more accurate. And in advertisements, in addition to standard clarifications and quick links, you can configure the display of goods and services with their cost.

Geographic targeting can be set not only for a region, country or city, but for a separate area by setting a point in the right place on the map and specifying the coverage radius.

Contextual advertising in 2019-2020

If a couple of years ago, it was possible to simply collect a database of relevant keywords, write advertisement texts and track bids, now, with the rapidly growing cost per click and competition, you need to be able to work with all possible formats and targeting. Find exactly those visitors who will bring profit, and not just go to the site. Find your way by testing different approaches and formats. Because there is no longer a single correct approach to setting up ads.

In addition, if earlier there was a significant difference between Yandex Direct and Google AdWords, today it is becoming less obvious, and in the future it will cease to exist at all. This is because Yandex is introducing more and more new tools in order to catch up with its foreign competitor in terms of a set of tools.

It is worth noting that contextual advertising in 2019 becomes more personalized, expanding the ability to target different audiences. The importance of proper customization for those users who search from mobile devices is growing. There are more ad formats. The possibilities of analytics are increasing.

All this serves as the basis that the contextual advertising market in 2020 will only continue to grow. More and more new advertisers will come, who will be more aware of advertising on the Internet and will be more demanding of contractors. Nevertheless, this direction is one of the most promising on the market for at least another 5-10 years.

Experienced marketers say that properly configured contextual advertising can sell anything. With the help of the context, they increase the attendance of "young" projects, hold various promotions and sales, advertise goods and services of sites that are not included in the TOP of search results, and promote resources for additional key queries. But all these advantages can only be given by a competent setting of contextual advertising. Mistakes here are fraught with the loss of a significant part or all of the advertising budget.

Main Consequences of Tuning Mistakes

• no clicks;
• high cost per click;
• low in line;
• high conversion cost;
• low quality of traffic (few purchases, subscriptions, other necessary actions);
• low CTR (percentage of click-through rate compared to the number of impressions).

Unfortunately, it is impossible to increase one of the indicators separately without affecting others. If any parameter changes, then the changes affect all the others, unfortunately, not always for the better. Therefore, it makes sense to talk about a set of works on setting up Yandex and Google contextual advertising.

Preparatory stage: connecting analytics

Everything on the Internet is dynamic, and therefore it is impossible to simply set up contextual advertising and enjoy the results. New projects appear, some of which become your competitors in advertising campaigns. Other projects stop advertising or change their strategy. User requests change, their popularity and, as a result, the cost. And no one is immune from errors that can and should be corrected as they are discovered.

In order to see the situation in dynamics and keep track of all changes in a timely manner, it is necessary to connect special tools for each of the search engines:

• .Metrics;
• .Analytics.

Connecting a site is easy. Add the url to the "my sites" list, add the counter code to the site with a visible or invisible button at your discretion.

After that, you will have access to numerous tools that allow you to study site traffic and clicks on your contextual ads. Usually there are no problems with connecting statistics tools. Both search engines provide a convenient Russian-language interface and detailed help sections. Let's get back to creating and setting up an advertising campaign.

Collection of search queries

We have already talked about how to produce and compile a SEO core in previous articles. There is a similar tool for selecting keywords based on statistics in Google. They use it a little less often, since the services give almost identical results, and Yandex.Wordstat is traditionally considered simpler and more convenient.

But if you intend to work closely with Google or want to find additional queries that Wordstat does not show, you should look into the AdWords Keyword Planner. Working with it follows the same principle as with Direct - you check the selected phrases for popularity, find additional ones, and make lists.

We create thematic groups (seo core)

All selected by you must be divided into groups according to the type of key phrases. Each of them should contain phrases similar to each other in terms of word composition and meaning. Thus, the phrases “buy a product” and “sell a product” should belong to different groups, since their wording requires a different approach to the text. And the keywords “buy a product cheaply” and “buy a product profitably” can clearly be combined into a common group.

Most likely, you will end up with many groups of 3-5 phrases each. If you have achieved such a result, then you have done a good job.

And these numerous lists will help you fine-tune your contextual advertising.

How to write ads

For each “package” of requests, its own advertisement is written, which you will later modify a little using different key phrases from the group.

What you need to know when writing:

• The text should be as informative as possible. The user must understand what you are offering.
• It is desirable to show Do you have a discount week? Is there an additional warranty from the store? Do you offer gifts? Write about it!
• A formalized title is better. Setting up contextual advertising Yandex Direct and Google AdWords will be more accurate if the title contains a key query.
• The name of the brand and company should be mentioned only if they are known in the market. Otherwise, pay more attention to the product itself.

At the same time, remember about the restrictions from search engines - how many characters can be in the title, how many - in the text. Learn brevity!

Landing pages

It is recommended to create (adapt) your own landing pages for different types of advertisements. The easiest way to fulfill this recommendation is for an online store, where links lead directly to the pages of product cards. And if you sell services or work with a business card site, you will have to be puzzled by the creation of new pages and their textual content. The only exception here is the one-pager created for it.

Why separate pages are needed:

• The user should immediately receive answers to their questions during the transition. If the transition took place according to the phrase “buy a backpack”, he should immediately see the very backpack he was looking for, its price, and purchase options. If it takes 2-3 more clicks to get the information, most likely you will lose a buyer.
• Often the pages of small sites are optimized only for some key phrases. For example, the content would fit perfectly under the phrase “buy a product”, but no one thought about the phrase “sale of a product” when creating the site. When analyzing the correspondence between a page and an ad, search engine bots pay attention to the correspondence of key phrases. If they don't match, your offer will end up at the bottom of the impression queue.

In general, if you are interested in how to set up contextual advertising yourself, you should follow the rule: give the person what he needs, when he needs it. The more your ad and landing page match this rule, the more effective your ad campaign will be.

Bidding and bidding

When setting up Google and Yandex, it is important to understand the basic principle of creating a CPC. Both search engines work here as auctions. That is, when setting up an advertising campaign, you can see the estimated cost of each request, which is based on the price of current impressions. When you select the appropriate phrases, you become a participant in the auction. Whoever offers a higher cost per click will be the first in line for the impression.

This auction is automated so you don't have to sit all day and raise your bids. For each of the requests, you must specify what maximum price you consider acceptable. Further, the system will raise the bet on your behalf up to the maximum specified by you.

Separately, it should be said that for the most important search queries, you can assign a "guaranteed impression", i.e. your ad will be shown for sure if the user enters the desired phrase. But this pleasure costs an order of magnitude higher, and the price is also formed on the basis of an auction. Typically, this service is used by large companies, as it will require a solid advertising budget.

Geography and time of showings

To understand how to properly set up contextual advertising, it is important to learn how to use impression restrictions on various grounds.

1. If your company is ready to serve only certain regions, set up the display for them. You will save money and also avoid the dissatisfaction of customers that you cannot serve.
2. If you work from 10 a.m. to 10 p.m., it also makes sense to limit your ads to this time period. Similar restrictions in displaying ads are set on weekends. It is better to advertise when you can give a quick response to the needs of users.

Stop words as an important limiter

When setting up, at one of the stages you will be asked to specify stop words. In Google, this parameter can also be set if desired. What is it and why are they needed?

If you are selling new digital equipment, most likely you will not need inquiries from fans of cheap ads for the sale of used equipment. Also, visitors who are interested in device characteristics and repair instructions will not be targeted for you. When compiling the list of keywords, you most likely deleted clearly inappropriate phrases. But the important words included in them are always recommended to be written out in a separate list - these will be your stop words.

For the given example, the stop words will be: “buy used”, “used”, “repair”, “instruction”, “do it yourself”, etc. Such a list will help not to show the offer to people who are not interested in it . So you will increase the efficiency of impressions and reduce the cost of the buyer.

Monitoring the effectiveness of the "context"

After the initial setup of Google Adwords or Yandex.Direct contextual advertising has been completed, you need to replenish your account in the system and start showings. But the work doesn't stop there. Already after 1-2 days (and sometimes even earlier) you can and should go to the statistics services and analyze the performance.

• Did you notice the non-target “ ” that was followed by transitions? Check the lists of queries and stop words. Something you missed.
• Study user behavior after visiting the site. Are there too many bounces (less than 30 seconds on site)? What phrases and ads are most followed by refuseniks? Disable unsuccessful options and add new ones instead.
• Segment data when analyzing. Evaluate work with different requests separately. Don't be afraid to experiment with woofers and "low expected CRT" keys. Search engines give a hint, but not a solution. Test different ideas.
• Study your competitors. How do they work with context? What keywords are chosen? Why are they shown more often than you? Learn from those who are successful.

Why you need contextual advertising specialists

As you can see, setting up in Yandex and Google is not as difficult as it seems. But the work is extremely laborious, requiring a significant investment of time and attention. At the same time, to obtain the optimal result, it is not enough to adjust, you also need to constantly study the effectiveness and make adjustments.

Otherwise, you run the risk of being among those who spend an advertising budget with extremely low performance, become frustrated with the context and write angry reviews about the "incredibly expensive search engines for business."

If you don’t have the time and desire to deal with a project every day, you don’t have experience in writing selling ads and skills in compiling competent lists of keywords, it’s better to entrust this work to specialists. In addition to all the skills listed above, professionals use specialized programs in their work that allow automating part of the work, which also increases the effectiveness of the work. This is especially noticeable at the stage of monitoring and timely introduction of changes. Cooperation with contextual advertising specialists is a solution for those who aspire to be among the leaders.

Sergey Arsentiev

Services for setting up advertising companies in Yandex Direct and Google Adwords

And deservedly so: after all, this is one of the fastest and cheapest ways to get real customers to the site.

You can set up advertising campaigns yourself in the Yandex.Direct and Google.Adwords interface, including using mine, or you can entrust this work to me, then you will save your time and get a guaranteed result.

How search ads work

Every day, millions of people search for information on the Internet using search engines, such as Yandex.ru, Google.com, Mail.ru, Tut.by, etc.

These search queries are used to display ads.
For example, a user entered a query into the search: "setting up Yandex direct is cheap" and he was shown an advertisement, including with my services

The same applies to any type of activity: be it advertising construction services, online stores, furniture, cars, various courses, etc. - for any search queries, you can set up an advertising campaign and get customers who are interested in your products or services.

What you need to launch an advertising campaign:

1. Choose the words to show.
2. Create and set up a dedicated ad account.
3. Enable site ads for the selected words.

Everything is simple and effective!

At the same time, you can choose the region and time of impressions, for example, you can show ads only in Minsk or only in Moscow on weekdays from 8.00 to 18.00, or you can run an advertising campaign around the clock in all regions.

I specialize in the most popular contextual advertising systems - Yandex.Direct and Google.AdWords, which together cover almost 100% of the RuNet advertising market and I can offer a competent setting of your advertising campaigns in these services.

What do I guarantee

Cost of services for setting up Yandex.Direct and Google.Adwords

I offer the creation of turnkey advertising accounts in search and networks, the client just needs to fill out a simple questionnaire for advertising, then I will select requests, compose ad texts and upload the campaign to Yandex or Google. Next, I will make the basic settings to avoid cost overruns and try to attract the maximum target audience.

To date, the cost of customization services for 1 group of goods or services in one campaign:

Search Yandex

5 000 Russian rub.

for 1 campaign

Google search

6 000 Russian rub.

for 1 campaign

Yandex networks

5 000 Russian rub.

for 1 campaign

6 000 Russian rub.

for 1 campaign

Discount!

One "Repair and decoration services" campaign in search and Yandex networks:
Inside the campaign Group 1 = "Apartment renovation" = 200 words
Inside Campaign Group 2 = "Repair Offices" = 100 words
Inside the campaign Group 3 = "Renovation of cottages and dachas" = 150 words
Inside Campaign Group 4 = "Bath Repair" = 50 words
Inside Campaign Group 5 = "Garage Repair" = 100 words

Total: 5000r (Yandex search) + 5000r (Yandex networks) = 10000r for turnkey setup.

If you need to set up a separate campaign in Google, then consider using Google's rates.

Pay for creating a campaign only once.
No subscription fees or hidden fees.
Full account access.
I do not receive % from your budget, so I try to save it, and not spend too much

You yourself can further replenish balances (for example, using Yandex.Money, WebMoney, Visa / Mastercard cards) and do not depend on intermediaries or agencies. However, you always have the opportunity to start working with an already configured account through any agency and replenish the balance from the current account.

Important information!

If you have many diverse areas (foreign language courses, programming courses, summer camps for children, etc.), then you will have to do your own advertising campaign, with your queries, negative keywords, settings, sitelinks, etc. Multiply the cost of setting up one campaign by the quantity to get the final price. If there are many campaigns, additional discounts are possible.

I accept electronic payments all over the world (Visa/Mastercard, WebMoney, Yandex.Money, Priorbank, Belswissbank, Sberbank, Alfabank, payment terminals, etc.).

Yandex automatically sends a receipt by e-mail after payment.

Promo code!

You can get a promo code that gives 5% discount from the cost of setting up advertising in Yandex and Google.

You can access this subscriber content right now. It is enough to enter your correct email, and after confirmation you will see the full contents of this page.

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If you have created a site for the purpose of active online trading, then you need to declare your goods and services on the global network. To do this, you will need contextual advertising, since it is the most powerful and effective type of advertising on the Internet. We invite you to consider in more detail what contextual advertising is and what benefits it will bring to you.

What is contextual advertising?

Contextual advertising is one of the types of advertising on the Internet, which effectively attracts already interested buyers to your resource in order to increase the sales rate of your offers. Advertising campaigns are created and configured using such free services as Google AdWords and Yandex.Direct.

Contextual advertising is economically beneficial, since it is paid for by a visitor's click, besides, it acts selectively and is shown only to the audience whose interests coincide with the subject of the proposed product or service. This type of advertising has a lot of settings and allows you to choose geography, ad display time, and more. Thus, contextual advertising brings you the maximum influx of visitors and site conversions.

B Of course, each type of online advertising has its own advantages and characteristics, but in comparison with other types, contextual advertising gives instant results. This means that you do not have to wait until your resource becomes more popular or gets to the top of search engines.

• Attract potential buyers quickly.
• Increase sales of specific products or services.
• Increase the number of repeat sales.
• Raise awareness of the company or brand.
• Quickly and effectively announce your startup.

Formats and types of contextual advertising, what are their differences?

• Text advertising is an ordinary advertising text with a hyperlink referring to the advertiser's web page.
• banner advertising is an ad in the form of a graphic image with text and a link. Banner advertising can be in the form of a static or animated gif image, as well as an interactive banner with a call to perform a specific action.
• Video advertising is an advertisement in the form of a special promotional video with a hyperlink to the advertiser's website.

• in Google and Yandex search;
• in the Display Network and the Yandex Advertising Network.

Each type of accommodation is good in its own way, has its own characteristics and differences, so we suggest you consider them in more detail.

Advertising in Google and Yandex search is a text ad placed directly in the search results according to the user's specific search queries. In search engines Google or Yandex, contextual ads are marked with a yellow mark with the inscription "Advertising". You have probably come across such ads when you searched through the search engine for the necessary product or just the necessary information.

The principle of contextual advertising in the search is extremely simple. The advertiser's contextual ad is tied to a specific keyword or key phrase, for example, buy a car, and when a user searching for a car types in the search query he needs that matches the key phrase, he is shown the corresponding ad. Thus, the user receives information corresponding to his request, and you get an interested user in your offer, who can become your real buyer, of course, if he is satisfied with your assortment and prices.

(KMS) may take the form of a text ad, a static or animated banner, and may also take the form of a promotional video that are hosted on millions of search engine partner sites and popular partner social networks such as Youtube, Facebook, VKontakte, etc. According to various data sources, the share of Google partner sites is from 75% to 85% of global traffic.

A nice feature of advertising on the Display Network is the possibility of both automatic and manual selection of online ad placement sites. Thus, the advertiser can independently choose sites according to various criteria:

• By keywords.
• The theme of the sites.
• according to the interests of users.
• According to the remarketing list.

Yandex Advertising Network(YAN) is a system designed to place contextual ads and ads based on user behavioral factors. The advertising network is specially created for the owners of various Internet resources and webmasters who wish to place ads on their web projects. The Yandex advertising network allows site owners to monetize their traffic, of course, if their resource meets certain conditions.

RSS has the following advantages:

• A fairly large database of advertisers, publishing more than a billion ads per day.
• Targeted approach to visitors to your resource.
• The most profitable and profitable ads are shown.
• Safety. Pre-placed ads are moderated.
• The ability to increase income through convenient optimization tools and statistics.

Members of the affiliate program have the following tools at their disposal:

• Adding mirrors. The ability to place up to 50 copies of sites broadcasting Yandex ad units on one site.
• Site availability monitoring. The monitoring algorithm constantly monitors website traffic statistics and, in case of sharp drops, checks the suspicious resource for availability.
• Competitor filter. Opportunity to disable the display of ads of competing companies.
• family filter. Block ads with "adult" content.
• Yandex.Metrica. Analysis of traffic and visitor behavior to monitor the effectiveness of advertising.
• Yandex.Search. Creating a search on the website and connecting advertising from the Yandex search network.

What are the benefits of contextual advertising?

Contextual advertising has a lot of advantages over other types of advertising, which are caused by a wide audience coverage, rich tools, accessibility and good profitability. This type of advertising has the following advantages:

• Pay per click of interested users.
• Possibility of simultaneous placement in several search engines.
• Placement of advertising on millions of popular partner sites.
• Possibility to choose the placement position.
• Keyword targeting.
• Show ads according to the interests and preferences of users.
• Display ads only at the right time in the right place.
• Quick setup and easy material management.
• Wide opportunities for analytics.
• Maximum efficiency of placed advertising.
• Improving the organic ranking of the site.

Another significant advantage of contextual advertising, which is worth considering in more detail, is remarketing.

Remarketing, what is it?

Google AdWords Remarketing, as well as retargeting Yandex.Direct and Yandex advertising network, in fact, are behavioral advertising on the display network. The main task of remarketing is to stimulate the user who has shown interest in the offer to complete the target action, that is, to make a purchase, as well as to stimulate the buyer to make a repeat purchase.

Remarketing is based on the analysis and tagging of user interests. Thus, an advertisement for a particular product is shown to those users who once showed interest in it.

Remarketing effectively solves the following tasks:

• Increases conversion rates.
• Promotes the brand on the Internet.
• Increases ROI.

Today, remarketing is considered one of the most powerful online advertising tools. , and this is not an exaggeration, since the Google AdWords and Yandex.Direct systems allow you to fine-tune the display of ads:

• Pick an audience.
• Define depth and scope.
• Set the best prices.
• Large turnover of users.

How to create and set up contextual advertising?

Before you start creating a campaign, you need to decide on the goals and objectives, and create a strategy. To do this, it is necessary to conduct a detailed analysis of the features of the offer, the target audience and competition. You also need to create accounts in Google Analytics and/or Yandex Metrica and install these services, through which you can later create and customize advertising campaigns. After installing the services, you can start creating and setting up campaigns. To do this, you must perform the following steps:

• Pick keywords , for this, use your power of thought, the names of sections of the site, or use tools such as Google Adwords Keyword Tool and Wordstat Yandex.
• Set up an advertising campaign . For this:
• Select "Create Campaign".
• Name the campaign and select its type.
• Select the "All functions" options.
• Target your audience.
• Choose your bidding strategy and budget.

To optimize costs, use additional settings. Optionally, set up ad extensions for additional settings, such as campaign start and end dates.

• Create your own ad . For more convenient management of advertising campaigns, ads are grouped into groups, so before creating an ad, create an ad group and name it. Now you can start creating the ad itself:
• Create a title with the keyword included.
• Highlight the benefits of the advertised offer.
• Include a call to action in your ad.
• Use a short URL in your ad, such as your homepage.
• Select your country of residence and confirm with the "Continue" button.
• Enter your tax details and click on "Complete registration".

If everything is correct, at the end of registration your ad will be shown to your potential buyers. D To create an ad, regardless of its format, you can use the pre-made standard ad templates located in the AdWords gallery.

• Create a landing page , while it is necessary to highlight the benefits, indicate the price, and place everything on one screen, since 60% of users will not scroll the page.

What benefits will you get from contextual advertising?

• Maximum coverage of the target audience.
• You get the most interested users.
• You get detailed targeting of your ads.
• Rapid replenishment of the client base.
• Resource traffic increases, website conversions increase.
• You can customize campaigns to suit your needs.
• You can effectively manage your budget.
• You get a lot of features, such as top positions in search, banners, video ads, remarketing, and more.

So, contextual advertising is the most powerful, effective and convenient tool for promoting a website and offered goods and services. This type of advertising at a low cost brings the advertiser the greatest return among other types of online advertising, the main thing is to create and set up a campaign correctly.

Contextual advertising is a multifaceted tool with many subtleties that are difficult to master, even after passing specialized courses. To achieve the maximum effect, in addition to knowledge and experience, you need a subtle sense of the behavioral factors of the audience. That is why in this matter we always recommend contacting highly qualified specialists with extensive experience in this field. UAWEB employs only such specialists.

So if you want to get a real return on advertising, don't go far, contact us!