|
Yandex.Direct contextual advertising is an effective modern instrument of advertising on the Internet. Depending on various factors, contextual advertising may be more or less expensive. What is the most expensive contextual advertising?
Contextual advertising allows to attract target visitors on your website because contextual advertisements are displayed with the high level of accuracy. The following factors are taken into account: time of attendance, geographic region of the visitor, the history of search and attendance of different websites by the users.
Yandex.Direct contextual advertisements are located according to a certain principle. There are several variants of possible arrangement of an advertisement: on the search results pages, on the pages of websites that participate in YAN (Yandex Advertising Network).
On the search engine pages contextual advertising may be placed in the top part of the page, right above the list of results. It is the zone of premium placement. The first premium placement cost is the cost per click that will secure the first position of this advertisement in the premium placement zone. As a rule, it is the highest price. The premium placement entry cost will ensure that the advertisement will be displayed on the rest of the positions in the premium placement block.
Contextual advertisements may be also placed on the right of the page, at the side on the list of the search results. It is the guaranteed placement zone. The first place cost is the cost per click that is enough to make the advertisement get to the guaranteed placement block. The guaranteed displays entry cost is the cost per click that ensures guaranteed static displays of the advertisement on the right of the search results if the user's query matches the keyword chosen by the advertiser.
The placement of the advertisements on the pages of websites that participate in YAN may vary.
The number of displayed advertisements is limited. It means, that there exists competition among the advertisers. If the advertiser sets a high cost per click on the advertisement, he will assure higher positions of the advertisement in the premium placement or in the guaranteed placement.
It is evident, that the competition depends on the popularity of the search query that influences on the display of contextual advertisements. For instance, words and phrases related to leisure and rest, automobiles, services on the Internet, clothes, estate property are considered popular search queries.
The cost per click on a contextual advertisement also depends on the CTR – click through rate. The CTR is calculated as the ratio of the number of clicks on the advertisement to the total number of displays on this advertisement. It is usually expressed as a percentage.
The selection of the advertisements for the display is carried out taking into account the product of the click through rate (CTR) and the cost per click (CPC). The advertisements with the best rates are placed both in the premium placement and guaranteed placement, the sorting is performed according to the decrease in the cost per click. The advertisements with high CTR may have lower cost per click that is enough for the display of the advertisements on the good positions.
If the advertiser wants to spend his advertising budget properly, he should set the lower cost of the contextual advertisements. For this purpose he should choose cheap keywords (search queries). Webmasters who grant their websites as advertising platforms prefer to choose expensive keywords in order to make more money on the placement of contextual advertising.
TAGS
contextual advertising,
contextual advertisements,
contextual ads,
cost per click,
most expensive contextual advertising,
yandex contextual advertising,
yandex direct |
Internet Ad 
