Contextual advertising. Yandex.Direct

Advertising (especially Internet advertising) is widely used for promotion of various goods and services. Contextual advertising as one of methods of advertising on the Internet is one of the most effective ways to attract the target audience to the object you advertise. Contextual advertising is based on the principle of correspondence of the advertisement to the context (content) of the web page where this advertisement is placed. To determine this correspondence the keywords principle is used.

Contextual advertising splits into two main types:

search advertising – advertisements are displayed on the search results page of the corresponding search engine according to the search query typed in by the user;

thematic advertising – advertisements are displayed on web pages that correspond to the theme of the advertisement as far as its content is concerned.

Contextual advertising on the pages of Yandex, a popular Russian search engine, is provided by two services: Yandex.Direct and Yandex Advertising Network (YAN).

Yandex.Direct is designed for advertisers, and YAN is designed for webmasters who provide advertising platforms.

Yandex.Direct is a tool that allows the advertisers to place their ads on the pages of Yandex search engine as well as websites that are the members of YAN.

The opportunities provided by Yandex.Direct include:

• the advertiser can carry out independent assessment of the user demand for information – open search query statistics shows what Internet users are interested in and how often they search for the things they are interested in;
• the advertiser can select the keyword that will determine the delivery of the advertisement;
• the advertiser can write the text of the advertisement himself;
• the advertiser can select the city (region) that is the place of residence of potential consumers of his goods and services;
• the advertiser can manage the placement of his ads on the first page of search results in Yandex as well as on the pages of partner sites, Yandex catalog, Yandex.Addresses and other services provided by Yandex.

The area where the advertisements are located may be both horizontal (higher than the list of search results) and vertical (to the right of the list of search results). The area that is located higher than the list of search results is called the zone of premium placement – the most effective area of ads placement. The zone of premium placement and the advertising block located to the right of the search results list are the guaranteed placement zones.

What should you do to place and ad using Yandex.Direct? You should perform a couple of simple actions:

1. Select the keywords.
2. Develop the text of your contextual ad.
3. Set your cost per click (CPC) that will determine the location of your advertisement among your competitors.

If the stake (cost per click) of your advertisement is lower than the minimum cost per click that allows your ad to enter the guaranteed placement zone, the ad will be displayed in the rotation mode as the number of delivered ads is limited. For example, the number of advertisements displayed on the pages of Yandex search results by a query typed in by the user is limited to 11 thematic ads; the number of advertisements displayed on the pages of websites that are the members of Yandex Advertising Network is limited to 9 thematic ads. Thus the higher you cost per click, the higher the guarantees that the ad will be noticed by the potential customer.

What benefits does contextual advertising in Yandex.Direct provide?

• contextual advertising is displayed to those users only for whom it is intended (based on the search query), therefore the ads do not irritate the users;
• the effectiveness of contextual advertising is high, and the investments are low – you pay only for the interested users who clicked on the ad and visited your site;
• the tools of Yandex.Direct allow you to flexibly configure necessary parameters: during approximately half an hour the changes of cost per click, text of the ad or keywords come into force;
• contextual advertising has high efficiency and predictable attendance results, therefore there is an opportunity to predict the number of site visitors before the advertising campaign starts.

If you want to make the most of all these benefits you should make your contextual advertising in Yandex.Direct effective. You can achieve high effectiveness of a contextual ad if the keywords are selected in a proper way and occur in the advertising text frequently enough.

If you have no time to manage your advertising campaign or if you are not sure that you can cope with it you can request advertising campaign management in web design studio WebStudio2U!

TAGS
contextual advertising, internet advertising, yandex, advertising network, advertising campaign, web design, webmaster