Contextual advertising, what types are there and how it affects users

In 2020, we are literally surrounded by all kinds of advertising, and contextual advertising is not the last on this list. When searching for something on the Internet, it is highly likely that the first few results will be advertising. if you are interested in news on any portal, you will definitely get acquainted with advertising banners, they are present on almost every resource. But is there any point in such advertising? How does contextual advertising work, what does it respond to, and can you use it to successfully promote your online store?

Today we will carefully study such a phenomenon as contextual advertising, its structure and why it is so necessary for your online store, let's start!

Contextual advertising, just about the complex

Contextual advertising is advertising that the user sees when searching for certain services and products. This type of advertising is based on search queries. when the user enters the desired product or service in the search box, automated algorithms decide which ad is best suited to the user's query, and then publish it at the very beginning of the list of results.

If you search in Google or Yandex, then you definitely are faced with contextual advertising. Its effectiveness is difficult to challenge, since consumers usually pay attention to the top three search results, and rarely fall below the fifth line.

Despite the sufficient effectiveness, search results are not the only place where you can find contextual advertising. In addition to these the user is also able to deal with contextual advertising visit the site about a healthy lifestyle or news portal, in case he takes part in the advertising company Yandex or Google.

For example, a user who visits a website about a healthy lifestyle is more likely to receive contextual advertising related to self-care, sports nutrition and various Wellness procedures, while a user who visits a news portal using banners will be able to get acquainted with the hottest announcements and the latest rumors related to the topic of interest.

Sometimes it seems to users that advertising literally "reads their thoughts”, but in fact this result is achieved by detailed settings of the advertising campaign parameters, research of the target audience, and painstaking work of ad designers and creators. But how can I use contextual advertising to develop my online store?

How to train your contextual advertising

In order to properly use contextual advertising for your own purposes, you must first familiarize yourself with its types and features. What is the search engine focused on and why is there thematic contextual advertising? What is the difference between them and for what purposes what kind of advertising to use?

Contextual advertising is a multifunctional tool. To work with different parts of the target audience and interact with them at different levels, there are several types of contextual advertising, namely:

• Search contextual advertising

This type of contextual advertising is primarily focused on matching the user's search query with your ad offer. If your ad uses the same words as in the user's search query, and your ad matches the subject you are looking for, then the first thing the user will see in the search results is your ad.

It is worth mentioning that to achieve such results, your contextual advertising must be properly configured and have a large amount of information that will help the algorithms find the “right user”. In order to properly set up contextual advertising, you need to know your target audience and understand what it needs. To avoid errors when setting up contextual advertising, we recommend that you contact only professionals when creating it.

Web Studio Glyanec for 11 years has been creating online stores and their subsequent promotion. During this time, the company has created more than 1000 sites and online stores of various topics, which are successfully developing and promoting to this day. If you need to create your own online store turnkey, or you are interested in creating a successful advertising company — web Studio Glyanec will help you with this difficult task. The company's marketers will conduct all the necessary research on your target audience and configure all advertising parameters in accordance with the research results and your wishes. Thanks to the competent setting up of contextual advertising, carried out by specialists of the Glyanec design Studio, you can increase the conversion rate and visits to your Internet resource without spending a lot of time. To order a turnkey website or consult with the company's Manager about the services provided, leave a request on the website or contact the company's representatives using the contacts tab.

• Thematic contextual advertising

The main difference between such an advertising company and a search engine is the factor that the algorithms of the services used are aimed at. In the case of a thematic ad, the main reference point for its appearance on the user's screen is not the search query that the user has just entered, but the whole set of search queries entered by the user over a certain period of time. So, for example, if the user was looking for where to order the creation of an online store in Vinnytsia, then after visiting the sites for a different search query, in the banners they can see companies that provide services for creating turnkey sites.

Thematic contextual advertising has certain restrictions on the topics that you can promote. For example, if your company provides rehabilitation or treatment services, you will not be able to launch a thematic ad.

However, you can use contextual targeting instead. Contextual targeting is an ad that is published not on all the resources involved in the search engine advertising campaign, but specifically on thematic sites and forums. For example, if your organization provides rehabilitation and medical massage services, you will not be able to use the usual thematic advertising, but you will be able to enable contextual targeting, so that your advertising can be viewed by users who visit forums on medical topics and healthy lifestyles.

• Contextual remarketing and retargeting

Thanks to the versatility of contextual advertising, you are free to access the part of the world wide web that interests you most. You can launch remarketing and retargeting without resorting to the previous two types of contextual advertising.both items relate not so much to attracting new customers, but to working with your existing target audience.

• Remarketing

This is a tool that you can use to convince a customer who added products to the cart in your online store, but then left your resource without confirming the order, to complete the purchase. Thanks to remarketing, you can influence your target audience by persuading customers to make a purchase of a product that interests them or confirm the purchase of a product that has already been added to the cart, using various contextual advertising strategies and favorable offers.

• Retargeting

Using this tool, you can only show your ad campaigns to users who have already visited your site. This tool, as well as the previous one, is more related to working out the target audience of an online store than to attracting new customers, but with proper configuration, it can significantly increase the number of visits to your Internet resource and, as a result, increase the turnover of your business.

Choosing a type of contextual advertising is just the tip of the iceberg of setting up an advertising company. Thanks to the huge number of parameters that you can configure when creating and launching a contextual advertising company, representatives of your target audience will be able to get acquainted with your offer by visiting thematic sites or while searching for products that you sell.

The key to successful promotion of your online store through contextual advertising is to correctly and accurately configure all available parameters. If you are worried that you may make a mistake when designing or configuring your contextual advertising, entrust this matter to professionals. Specialists of web Studio Glyanec will help you find the necessary information and correctly configure your advertising company. In addition to designing and launching advertising campaigns, Glyanec Studio also provides services for creating turnkey online stores, developing design, creating mobile applications and integrating with social networks for your Internet resource. For 11 years of work, gloss has created and promoted many online stores, which you can get acquainted with by visiting the company's portfolio.

Contextual advertising indicators that you should focus on

As with any mechanism, contextual advertising has a whole list of indicators, analyzing which you can draw conclusions about the success or failure of your advertising company. The list of the main parameters that you need to focus on is as follows: 

• Impressions

This is the first parameter that is responsible for the number of impressions of your contextual advertising. If your frame was set up correctly, this indicator should be high enough. If the results of this parameter leave much to be desired, we recommend that you review the settings of your advertising company and take appropriate measures to increase this parameter.

• CTR

By examining the data from this indicator, you can conclude how much your ad is “clickable". CTR is the number of clicks generated on your ad. if your impression metrics are high but the number of clicks is too low, you should definitely consider re-forming your ad offer.

• Conversion

This parameter can tell you how many users have performed actions on your Internet resource, how many potential customers have registered in your online store, and how much your Internet resource is interesting to users.

Each of these parameters is of fundamental importance in the success of an advertising company and, consequently, in the development of your Internet resource. In order to achieve maximum results with minimal time spent, we recommend that you contact specialists to develop an advertising campaign and configure it.

How to launch a successful ad campaign in seven minutes

Designing and configuring contextual advertising is a slow process that requires you to know about your target audience and experience in setting up such companies. If you do not have the necessary skills or do not want to spend your time searching for information about CA, you can always enlist the help of specialists. Gloss design Studio can create a turnkey website for you, develop an up-to-date design, or design a successful advertising campaign. The company's marketing Department has extensive experience in promoting online stores in various industries, so designing ads for your online store will be in good hands. If you need a successful, well-configured and accurate contextual advertising, you can order the service and contact the Manager of the Glyanec web Studio by visiting the contacts tab or writing to the online Manager using the feedback form located on the pages of the Glyanec design Studio website.