Where is the best place to order contextual advertising? We work with low-frequency traffic in contextual advertising

Using an Excel function and a request template in Direct

generate ads

Ad creation process

and multiply them (move the cursor to the lower right corner of the cell - a cross will appear. Hold the mouse and move the cross down - a list will be created with the conditions specified by the CONCATENATE function in our first cell):

Propagating advertisements

Now we have a list of advertisements, a corresponding list of queries and a URL. In general, you don’t have to use the ## template for key phrases (since we have one ad - one request), but it happens that for one ad you can automatically select several requests at once and to save space in the campaign it is convenient to use the template right away.

How can you quickly create a campaign from all this?

We automate the process of loading ads using the Direct function “Manage campaigns using XLS/XLSX”: go to the list of campaigns in Direct and select this function at the bottom.

Using Direct functionality

Before loading the campaign, we download the ad template and use it to generate our several thousand ads (I first made one ad in the campaign, then downloaded it through Excel and compared it with the template; other ads were created based on the resulting example).

Unfortunately, in Direct you cannot create more than 1000 ads in a campaign, so be prepared for the fact that you will have many campaigns (I managed more than 10).

We create advertisements for sections and filters in the same way. The principle of selecting queries will be the same: we select all variants of queries for all sections (for cars these will be filters, gearboxes, etc.), apply to them all possible variants of car model names (Lada, Lada, Zhiguli, etc.) and using service http://py7.ru/tools/text we multiply all requests: we get “filters for the tenth Fret”, etc.

Working with the service is very simple: in the “Variable A” block we include a list of primary queries, and in the “Variable B” block - a list of queries with which they need to be multiplied (the “Brute force” function is already set to “all to all” by default) and Click the “Generate” button. If you don’t figure it out the first time, experiment, everything is very clear there! If you are still very scared, then use Excel again, but it will take more time.

This is what the request generation service table looks like:

Let's get back to our announcements. Here we can no longer create a suitable URL as easily as in product cards, however, we have much fewer URLs, so after sitting for half a day, we can create a list of URLs and use Excel to load our group of requests into the next campaign (or use with the help of a programmer).

The third group of queries is the most difficult to assemble. There will be questions like “how to fix it,” and recommendations, and much more. My advice: take the most general query in wordstat.yandex without specifying the region and take at least somewhat suitable queries from the resulting list. But you can often direct users who come through them even to the main page of the site.

It is better to create a separate campaign for each type of request - it will be easier to manage bids and analyze the results.

Contextual advertising campaign settings

Basic principles:

• no negative words (we collect all the cheapest things, so no restrictions are needed);
• Be sure to connect the Yandex Advertising Network (this can be done in a separate campaign);
• select the strategy “Display in block at minimum price” or “Highest available position” (I tried both, I didn’t notice a difference, but cases are different);
• we include impressions for additional relevant phrases - 100% in maximum mode;
• We set a common price for each campaign and, gradually changing it, achieve the optimal ratio of “cost per click – number of clicks.” Unlike a traditional campaign, you don’t have to pay much attention to CTR in context; we have a different task.

Important points

1. By underestimating the cost per click too much, we risk dropping the overall CTR of the campaign below 0.5% and ruining the “domain karma” (as a result, the cost per click, and therefore the cost of attracting a client, will increase), and by overly increasing it, we can get too expensive a lead. After a week of experimentation, I managed to adjust the optimal ratio.
2. You need to use not only Yandex.Direct, but also Google AdWords. The fact is that search engine audiences are different, and our goal is to collect all the cheap clicks.
3. Analysis of the campaign is the most important point. Without knowing how much a lead costs you now, how will you understand whether the strategy on your website is working or not, whether it is profitable for you? The site must have Yandex.Metrica or Google Analytics with configured goals. If you have an old project, then before starting the campaign, collect statistics for at least several hundred sales (the more data collected, the more likely it is that you will get a statistically correct picture) and try to calculate at least the average cost per lead for the site. If there are no statistics, or you don’t know how to work with them, roughly calculate how much you are willing to spend to attract one client and compare it with the results of the campaign.
4. If the campaign worked at the level of product cards, then there may be a problem with removing ads from publication on cards where there are no products left, and publishing ads on new cards. In this case, you cannot do without automation, and specifically, working with the Direct API (

Hello, dear readers!

Each advertiser sets the main goal of obtaining the best results while maximizing cost savings. And this is logical. Everyone wants to attract potential customers and promote their services or products using cheap contextual advertising. Here it is important to understand what you can actually get for this or that money. There's often no point in saving money on advertising if you don't get the return you deserve from it, right?

As a result, after trial and error, you have to turn to a more competent specialist and spend more and precious time. This article will help you avoid such problems and remain a winner!

“The client receives what he orders...” This truism fits our case perfectly. And those who are looking for cheap contextual advertising on the Internet should not forget about it.

The specificity of the modern services market is such that the number of offers is incredibly huge. In such a variety of artists and companies offering, it is easy to get lost if you don’t know what exactly to look for. In this area you can find agencies that price their services at 15 thousand rubles. and even more. There are also specialists who work for less than 3 thousand rubles. Although, at first glance, the amount of work seems to be the same.

So, what's the catch?

And the point is this. The Internet is filled with private freelancers who understand a little about the context. They take a lot of orders and do a template setup. Basically, they are not responsible for what they did. After all, if you think about it, what kind of specialist will cost 1000 or 2000 rubles. bother, sit for days, delving into your direction, thinking through all the nuances so that in the future your advertising works to the maximum?

Let's figure it out. To earn at least 20 thousand rubles for a specialist, he needs to serve at least 10 clients. Naturally, the order of thoughts will be such as to quickly put everything together, hand in the work and forget about it. What awaits the customer in the future:

• expensive clicks;
• low number of impressions;
• non-target clients;
• junk keywords;
• not configured statistics;
• lack of advertising management tools.

Now let's look at the second option. Choosing better services requires a completely different approach. Of course, the cost will be slightly higher, but the result will be different. There is work going on here.

Contextual rates are set by Yandex.Direct and Google Adwords through an auction. Auction bids are updated every 15 minutes and depend on the competition for a specific key request. For example, the more advertisers want to show their advertisement for the request “order a suspended ceiling,” the higher the cost per click.

The cost of going to the advertiser’s website also depends on the display position. So, in Yandex, the cost per click in guaranteed impressions (at the bottom of the first Yandex search page) is lower, in the first place the guarantees are higher, the entrance to special placement (at the top under the search line) is even higher, the 2nd place of a specialist is even higher, and the highest price for click on the 1st place of special placement. Moreover, the difference between the closest positions (for example, the 2nd and 1st special accommodation places) can vary significantly.

It’s similar in Google Adwords: the cost per click above the search results is significantly higher than below the search results.

The question arises: why overpay for special accommodation when you can pay the minimum for being in a guarantee? The fact is that in many topics, conversions are brought only by advertisements that are shown in special placements.

This is especially noticeable in “hot” topics, when the user needs to satisfy a need here and now - for example, car repair, calling a tow truck, ordering food to the office, calling a taxi, and so on. In this case, the user does not waste time studying a large number of advertising offers, but makes a choice among the first few and, as a rule, does not reach guaranteed impressions. It turns out that cheap contextual advertising is a myth. But there are still ways to make it inexpensive and significantly reduce costs.

First, let's take a closer look at what affects the cost of contextual advertising:

1. Business topics (in competitive topics the price is higher).
2. Geographical coverage (in Moscow and St. Petersburg the cost of advertising is higher than in the regions).
3. Terms of placement of contextual advertising (price may decrease over time). The cost per click in the evening, at night, and on weekends is much lower than in the daytime, especially in the B2B field.
4. Advertising campaign strategy and placement positions (special placement or guarantee).
5. Use relevant ad texts and landing pages.
6. Use as many characters as possible in your advertisements and include all extensions.
7. Setting bets in context in such a way as to maintain the desired position without overpaying.

What needs to be done to make contextual advertising cheap?

• When selecting keywords, you need to focus on mid- and low-frequency queries. With them you can count on cheaper contextual advertising than with high-frequency ones.
• Detailed negative reviews both at the campaign level and at the level of specific key queries can significantly reduce the failure rate and make traffic from contextual advertising higher quality.
• Traffic from thematic platforms is quite cheap. In some topics, it is no less converting than from search. But you need to constantly monitor the quality of sites and eliminate non-target ones.
• Create relevant advertisements - use a key query in the texts, create ads for each query. Such advertising has a higher CTR and a lower cost per click.
• Use all possible extensions in advertisements: virtual business card, quick links, clarifications, displayed links, images - in Yandex.Direct; phone numbers, addresses, sitelinks, display links, structured descriptions, prices, etc. - in Google Adwords.
• Optimize placement positions. In some topics, it is enough to appear in the guarantee, and there is no need to overpay for special placement.
• Use an automatic bid update system. Since they change every 15 minutes, it is physically impossible to update the rates manually.
• Optimize display times. To reduce costs, you can set up the display of contextual advertising in the morning, evening and night, but limit it to the day, when the cost per click is very high.
• Create separate advertising campaigns for regions, since due to high competition, the cost per click for the same request in Moscow is many times higher than in the regions.
• Create separate advertising campaigns for display on search and on thematic platforms in order to use more precise settings.

Inexpensive contextual advertising is a long and painstaking process. It can only be done by professionals who will take into account all the subtleties of the topic, offer the optimal solution for a limited budget, and effectively set up an advertising campaign that will generate profit.

To launch contextual advertising and, in particular, Yandex Direct or Google Adwords, you need to have a very large amount of knowledge. You need to have at least basic knowledge of copywriting, marketing, consumer psychology, understand advertising setup services - and this is not a complete list. I’ll say right away that after reading only the training material, you will be able to launch advertising, but I would not recommend starting the launch in this case with a large advertising budget. You need to test with small amounts until you learn how to configure well.

Sometimes, to learn, one advertising campaign with 50-100 ads is not enough. You need to go through hundreds of advertisements to begin to understand this. But besides advertising, you also need to solve other processes in business. Therefore, before you set up advertising for your business yourself, think about whether you can handle this entire amount of work, and what the effectiveness will be not only from advertising, but from all business processes in general.

The advantages of this method:

1. You save money on advertising development;
2. As a result, you will learn how to make advertising better, which is also useful.

Cons:

1. Very costly in terms of time and effort;
2. You need to have sufficient knowledge and experience for high-quality setup;
3. It is necessary to have time to control other business processes;
4. In 80% of cases, the effectiveness of such advertising will be low, or you will waste your entire advertising budget (as a rule, then turn to professionals). I leaked it too))

Therefore, if you do not have extra money, then this option is just for you. But be prepared to spend a lot of time and effort to understand all the nuances and launch really high-quality advertising.

Order advertising from a specialist

It didn’t take long for me to announce the bonus and good news for you. On the basis of my website, I made it possible to order contextual advertising, or rather, setting it up for very little money from specialist Vladislav Nikitin, who since last year has been writing educational articles for you on contextual advertising on my website in the section!

I myself have more than once encountered difficulties in contextual advertising and I know how difficult it is sometimes to start selling on the Internet without large budgets. Therefore, Vladislav set the prices for services for you significantly lower than the market average, so that not only every established businessman has the opportunity to start an advertising campaign, but also a young entrepreneur who is just trying to gain a foothold.

Currently, Vladislav works in a large advertising agency, where the prices for setup are several times higher than average and the quality of work is at a high level. Those. you get studio quality. Moreover, now I don’t set up advertising myself, but give this job to him. In addition to Vladislav’s paid services, we have also introduced free ones to help you. Vladislav gives various advice and conducts consultations on increasing the effectiveness of advertising, writes articles, answers questions, etc. You can familiarize yourself with all services and conditions on the page "".

Those who have been reading my site for a long time have already understood that the mission of this entire project is to help and assist entrepreneurs. Much emphasis is placed on beginning entrepreneurs to help them develop their business and earn independent income. And in this section, we even introduced a trial tariff to understand whether contextual advertising is right for you or not, and it costs only 950 rubles!

1. You save money! Price from 950 rub. for test setup;
2. High level quality. Vladislav works in a large advertising agency and runs advertising campaigns for fairly reputable enterprises;
3. The work is done quickly. On average 1-2 weeks, but it all depends on the order;
4. Quality assurance. Vladislav returns the full cost for setting up advertising if there are no results that depend on his work.

1. There is no contract, which may be required for large companies. But excuse me, if you are a large company, you will find money for an agency;
2. Perhaps you will find the setup cheaper, maybe you have friends or acquaintances.

In general, it’s my job to tell, and yours to think. In general, I think that this option is good and I am glad that I agreed with Vladislav to help you, as I have been helping for a long time.

Order advertising setup from a freelancer

One of the most common methods in the last few years is to order contextual advertising on various freelance exchanges. It is enough to register on any exchange as a customer and you can place a task. If you decide to order from freelancers, then contact the exchange Workzilla. Someone will say that I am advertising it again, but this is not so. There, performers undergo tests, have real reviews, the service independently selects specialists for your order, etc. After posting the task, you will start receiving applications from candidates.

You select candidates based on various parameters and those who, in your opinion, are worthy of fulfilling your order, you appoint as a contractor. In fact, everything is very simple here. Potential performers ask to come to you and you don’t need to look for or persuade anyone. The main thing is not to make a mistake in choosing a candidate, because the effectiveness of advertising and your final budget will depend on how he performs your work!

As a rule, freelancing is mainly inhabited by beginners who have just grasped the theory and are now looking for practice, but one that is paid. There are also good performers, but more often good performers are taken by advertising agencies with their arms and legs for high pay, so they do not stay in freelancing for a long time, although sometimes they earn extra money. The amount of the order does not play a big role for them, so they can advertise for you for 2-4 thousand rubles. Just remember that such specialists may not have much experience. I ordered from freelancers and I know what I’m talking about. Those freelancers who have had extensive experience for a long time, as a rule, will not work for a small budget. Just setting up Direct with such freelancers will cost at least 8,000-10,000 thousand rubles, but they are responsible for the quality.

Among the advantages of this method I can name:

1. The process is very simple for you and you do not spend a lot of time, that is, you can do other things at the same time;
2. The price of 2-4 thousand rubles for setup is quite tempting;
3. You can find a good specialist for a more expensive amount (8-10 thousand rubles for setting up one advertising tool).

Of the minuses, I can name the following:

1. Not always good quality of work;
2. If the quality is high, then as a rule you pay dearly;
3. It happens that they use automated rather than manual configuration, which is very disgusting.

Essentially, working with freelancers is a good way to save money. But most likely, this rule existed earlier, when this direction was just emerging. Nowadays, professional freelancers charge no less for their services than their competitors, and sometimes even more. Therefore, if you decide to turn to freelancers, then make the right choice so as not to make a mistake.

Cooperation with advertising agencies

Another popular way to promote your products and/or services on the Internet is to contact an advertising agency. Today there are various advertising companies on every corner. They all differ only in the list of services provided: some are positioned to work on the Internet, some only offline, and some manage to cover all areas. Unfortunately, it is difficult to check the quality of an agency without contacting them for any service. Yes, there are leading companies that have high ratings and good quality of work, but there are really only a few of them.

Agencies charge exorbitant amounts for their work. It's obvious! After all, you need to pay for a specialist, advertising, a manager, rent (if you have an office) and also put money in the director’s pocket. What can I say, I had a studio for website development and advertising setup, and we also charged a lot!

1. Work under a contract - since advertising agencies are registered as a legal entity or individual entrepreneur, they work only under a contract. This is a huge plus, since the conditions, terms and cost of the work are clearly stated. And if something is violated, then appropriate penalties will follow in the form of fines, for example. The main thing is to draw up a contract correctly so that you don’t go broke later if the work is not done well.
2. Professional employees - as a rule, advertising agencies do not hire just anyone. But you need to read independent reviews on the Internet! In large agencies, almost all employees have diplomas, certificates and other documents confirming their competence.

Among the minuses I can name the following:

1. If you do not work under a contract, then the deadlines for completing the work will almost always be missed, and sometimes the cost of services may even increase.
2. Prices for services – services from advertising agencies are clearly not cheap. If, of course, prices don’t matter to you, then you can exclude this item. If in numbers, then on average from 15 or 20 tr. For full customization. And there are prices for 100,000 rubles. for setup + a month of advertising, which is very expensive.
3. Difficulty of access - due to the heavy workload, sometimes it is not possible to reach advertising agencies and you have to wait for a response for several days, if not forgotten at all, so you have to spend time and nerves trying to reach them and find out how things are going with your advertising.
4. Quality of work - if you make a mistake with the agency, the result of the work will be terrible. After all, you are just a client for them - today you are there, tomorrow you are not. They won't care that you need clients and that your target audience is not the one you advertise to. 80 percent of advertising will be zero at all. Therefore, choose your advertising agency carefully.
5. Period of cooperation – as a rule, advertising agencies are interested in you working with them for at least six months. It’s simply not profitable for them for you to order a one-time service and disappear. They are interested in you paying them for as long as possible. On the one hand, this is convenient because you don’t monitor advertising at all, but on the other hand, it is very costly in terms of money. But advertising agencies have various techniques for retaining clients for a long time, and they actively use them. Agree, it is more convenient to find 10-20 clients and work with them for a year or two, rather than looking for clients every month. Therefore, do not be surprised if you come with a one-time service, and they skillfully scam you for at least six months or a year, or make it so that it would be better not to apply at all. And this applies to almost all agencies.

The choice, of course, is yours. I have described all the pros and cons of this method of advertising on the Internet. If you are a large campaign or do not want to create a personal advertising department, you can contact an advertising agency. The contract and everything according to the law will be fulfilled. If you are a small company, then it is better to wait with agencies, since paying for their services will eat up your entire advertising budget.

Conclusion

So, to summarize this article, I can say that there are four clear ways in which you can promote your business on the Internet. They all have pros and cons. The choice is yours. If you decide to create advertising yourself, you will get a lot of help with this, as we try to describe all the processes in detail in the section.

If you are determined to create and strengthen your business, then it is better to turn to those who do this professionally. Remember: the main task of an entrepreneur is to learn how to delegate authority competently and effectively. Therefore, outsource those processes that take a lot of time. Follow the indicators and that will be enough.

Stay tuned for our next articles and ask for help as we are very pleased to help you. For you, dear readers, we always do more than you expect.

I'm waiting for comments, questions, objections and additions;)

Best regards, Schmidt Nikolay

What is needed to quickly promote a commercial website on the Internet? In most cases, the wait for SEO promotion to work is very long - the first effect begins to be felt only after a few months. All that remains is to use contextual advertising networks.

There are a lot of contextual advertising networks. There are both small and large chains on the market. Moving in large networks is difficult, expensive, but effective. And if you need free contextual advertising, and you decide to turn to the services of small networks, then this approach is often doomed to failure - the prices here are very low, but the number of sites is extremely small. Why pay for an advertising campaign that no one will see? Therefore, free (read: cheap) contextual advertising in small networks is unprofitable.

Yandex.Direct

Cheap contextual advertising is an advertising campaign set up by an experienced specialist. As for independent attempts to advertise, they often end in failure due to the lack of necessary knowledge. In order for contextual advertising to be cheap and effective, you need proper settings. You can learn this yourself by watching numerous videos on Youtube or purchasing training courses. But there is another way to secure cheap contextual advertising - for this you need to start campaigns using coupons. This is true for contextual networks such as Yandex.Direct or Google AdWords - these are the two largest contextual advertising networks.

In order to reduce the cost of placement in these networks, we need coupons from these networks. Yandex.Direct coupons with a nominal value of 9,000 rubles can easily be purchased for 3-4 thousand rubles, thereby saving up to a third of the starting amount - a great way to experiment with minimal costs. Coupons are activated on new accounts, and only for domains that have not been advertised in Direct for the last year - detailed conditions can be found on the service’s website.

Google AdWords

As for Google Adwords, there are also coupons here that you can get absolutely free, thereby providing yourself with temporary but free contextual advertising. The denomination of the coupon for Russia is 2000 rubles, activation is possible only for new accounts created no more than 14 days ago. The coupon provides a kind of discount on advertising in the amount of 2,000 rubles. After this amount is exhausted, you will have to pay for each click from your wallet according to the cost calculated by the system.

Another developing contextual advertising network is Avito Context - with the help of this service we will be able to advertise various goods and services.