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:
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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.
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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.
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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.
Website autotesting: bug control and system stability

Maintenance of a Drupal website. Automatic testing of website functions
Website testing is a tool that allows you to detect errors in the work of the site before they are noticed by the visitor. This is especially important for online stores and corporate websites, because even one failure in the order form can cost you a lead or a sale.
As part of Drupal website maintenance, Glyanec implements automatic testing of key functions. The program regularly simulates the behavior of a real user - for example, adding a product to the cart, proceeding to checkout, submitting a form. In case of errors, we receive notifications and respond promptly.
This allows us to maintain a stable website, especially after updates or the launch of new modules.
Website autotesting: checking the order form, shopping cart, performance
In Drupal, autotesting is customized for the key stages of the user journey. We check:
- the availability and operability of buttons, forms, filters;
- the logic of the shopping cart and checkout;
- the speed of page loading.
The autotest can cover standard and advanced scenarios - it all depends on the specifics of the project. It is an ideal solution for eCommerce websites where every click counts.
Autotests for Drupal website: a flexible solution within the framework of technical support
Drupal allows you to flexibly customize autotests for any functionality. If you have complex logic, a non-standard form, or deep integration, we can add customized test scripts:
- testing document generation;
- checking authorization or accounts;
- data integrity control after integration with CRM;
- checking multi-level forms or API requests.
This increases reliability and avoids failures at important moments: during an advertising campaign, promotion, or content change.
Do you want to know if autotesting is right for your website? Leave a request on the contact page, and we will tell you about the possibilities of Drupal maintenance with customized solutions.
Website development for the Polish market!

We are your reliable partner in setting up and developing your business in Poland. Our company offers a full range of services for the launch and successful operation of your company in this country. We specialize in the development of websites in Polish, adapted to the needs of the local audience. Our web development professionals have many years of experience in designing and optimizing websites for the Polish market, which will allow your business to compete effectively and attract customers.
Our services include:
- Polish website development: Our website development professionals will create an effective and attractive Polish-language website for you that will attract the attention of local customers.
- Marketing services in Poland: We will develop a marketing strategy for you that will allow you to set up effective advertising campaigns and attract your target audience.
- Rebranding your business: Our rebranding experts will help you update your company's image and emphasize your strengths to attract new customers.
Cooperation with us covers a wide range of services for entrepreneurs and companies expanding their activities in the international market. We offer professional translation of documents and information, advice on local banks and financial procedures, assistance in registering a business and opening a branch, as well as support in choosing a payment and delivery system. In addition, we can provide you with contacts for registering a legal entity in Poland, office selection, accountant contacts and other services. We make sure that your business initiatives are successfully implemented in the new market conditions.

Address of the office in Poland: Biuro 315, Regus Equal Park 3rd Floor, Wielicka 28, 30-552 Kraków
Don't waste time - choose our company for a successful start in Poland. We know how to make your business competitive in this market!
For a successful start in Poland, please contact us:
📞 Phone: 0 (800) 750-751
📧 E-mail: [email protected]
How a website audit can transform your business

A website audit is not a simple check, it is a necessity that allows you to deeply understand both the technical and marketing aspects of your site. Is your website optimized for search engines? Does it communicate effectively with your potential customers? The answers to these questions can radically change your approaches and strategies. Ordering a website analysis can reveal hidden issues that are holding back your site's lead generation and customer acquisition potential. Whether you're looking to improve your site's search engine rankings or increase user satisfaction, an audit can provide you with the tools and guidance you need.
We will look at how a carefully prepared audit can significantly improve your website and make it more competitive. We will discuss what aspects of a website are checked during an audit, what benefits it can bring to your business, and how you can order a website audit from professionals to ensure the best results.
Why does your business need a website audit?
Excellent website usability is not just a nice bonus, but a critical condition for ensuring online success. A website audit allows you to analyze in detail how conveniently and efficiently users interact with your site, and how this affects your business's ability to achieve its goals. Here are some reasons why it is important:
- Increase user satisfaction: An audit reveals navigation and interface issues that may prevent users from easily and intuitively finding the information they need or performing the actions they want on your site. Improving these aspects can significantly increase your visitors' satisfaction.
- Reduce bounce rate: When users find it difficult to navigate the site or perform the necessary actions, they are more likely to leave the site without converting. An audit helps to identify and fix design elements that can lead to a high bounce rate.
- Increase conversions: Website optimization can have a direct impact on your conversions. For example, simplifying the checkout process or improving the visibility of a call-to-action button can significantly increase the number of successful transactions.
- Search engine optimization: SEO audit and optimization is part of the overall website audit and focuses on aspects that affect your website's visibility in search engines. Analyzing keywords, meta tags, URL structure, and other SEO practices will help to push your website higher in search results.
- Improving accessibility: The audit also assesses how accessible your site is to people with disabilities. Ensuring accessibility not only expands your target audience, but also emphasizes your responsibility as a business.
- Optimization for mobile devices: Nowadays, it's important that your website is optimized for mobile users. An audit will help ensure that your website works efficiently on all types of devices, improving the overall user experience.
Ensuring a high quality website is an investment in customer satisfaction and the efficiency of your online space. Ordering a professional audit can help you identify critical issues and resolve them before they negatively affect your business. You can read more about SEO promotion in the article "Features of SEO optimization of an online store"
How the audit is conducted and what we offer
Website audit is a complex process that includes several key stages. Each stage has its own specifics and requires a detailed approach. Our team of specialists uses advanced technologies and techniques to ensure the highest quality of services. This is how we work:
- Audit planning: First of all, we identify your business goals and website features. This helps us to prepare a personalized audit plan that takes into account all the necessary aspects: from technical analysis to user experience assessment.
- Technical audit: At this stage, we check the technical component of the website: coding, information architecture, compliance with SEO and web accessibility standards. We identify technical errors that may prevent the site from being indexed by search engines or impair overall performance.
- User experience (UX) audit: We analyze how visitors interact with your website and evaluate the usability of the interface. In this context, we can also put a heatmap on the site. Heatmaps allow you to visualize where users click most often, how long they stay on certain segments of the page, and how they scroll through the page. This is very useful for improving page structure and content.
- Report and recommendations: At the final stage, we compile a detailed report that includes all the issues we found and specific recommendations for fixing them. We provide practical advice that can be implemented quickly to improve your website.
- Support and optimization: After the audit, we also offer website maintenance and optimization services. This can include regular updates, monitoring of website performance, and additional checks for compliance with changed requirements or technologies.
Our goal is not just to identify problems, but to provide you with the tools and knowledge to solve them effectively, so that your website not only works at full capacity, but also helps you grow your business.
Glyanec provides professional website audit services that include technical audit, usability testing, SEO optimization, and analysis of your website's accessibility and security. We use advanced tools, such as heatmaps, to analyze user behavior in depth, allowing us to offer targeted and effective solutions for each client.
If you want to ensure that your website functions at the highest level, meets all modern requirements, and works as a powerful tool for your business, contact us. Order a website audit in Glyanec today and take the first step towards improving your online space. We guarantee a professional approach and dedication to achieving your business goals.
What are the advantages of websites over mobile apps?

Different companies are faced with the choice between developing mobile apps and websites every day. While mobile apps may seem convenient and innovative, it's important not to ignore the numerous advantages of websites. Ordering a website is not just an investment in an online presence, but a strategic decision that can significantly reduce development and maintenance costs, provide a wider audience reach, and improve search engine rankings.
We'll take a closer look at why websites compare favorably to mobile apps, analyzing their functionality, accessibility, and maintenance costs. The importance of websites in today's digitalized landscape cannot be underestimated, as they play a key role in attracting customers, expanding the market, and optimizing the user experience.
What is a website and a mobile application?
Websites and mobile apps play vital roles in promoting a business, but they have significant differences. A mobile app is a program downloaded and installed on a mobile device that can use the phone's system capabilities, such as a camera, GPS, or gyroscope. They can offer a more personalized experience, but they require significant investment to develop and maintain.
Therefore, choosing between website development and in-house development usually turns out to be a more profitable and effective solution.
Main advantages of websites
Websites offer a number of benefits that make them an attractive choice for businesses of all sizes. Let's take a look at a few of the key benefits you should consider when considering a website for your business.
- Universal access: One of the main advantages of websites is their accessibility. Visitors can access your site from any device that has an Internet connection, regardless of the operating system. This provides a wide audience reach and the ability to attract more potential customers.
- Cost-effectiveness: Ordering a website is often much cheaper than developing a mobile app. The cost of developing and maintaining a website is lower because you don't need to create separate versions for different platforms, such as iOS and Android. In addition, updates and changes to the site can be implemented faster and easier, which reduces overall maintenance costs.
- SEO and marketing benefits: Websites provide better opportunities for search engine optimization (SEO). This means that your website can rank higher in search engines, increasing the chances of being discovered by potential customers. Optimizing your website for search engines helps to increase its visibility and attract more organic traffic.
- Improving the user experience: Websites can offer a rich and user-friendly user interface that is adapted for different devices, including mobile phones, tablets, and desktops. With a responsive design, users can easily navigate the site, which improves the overall user experience and can increase conversion rates.
With these benefits in mind, building a website is a rational choice for businesses looking to maximize the benefits of their online presence. Not only do websites save money and resources, but they also provide ample opportunities to scale and grow your business.
Why do users abandon mobile apps?
Despite the significant development of mobile technology and the increase in the number of available apps, many users still prefer websites. This is due to a number of reasons that point to certain disadvantages of mobile apps and limitations that can affect the user experience.
Most users do not see the need to install mobile applications when they can easily access the same services or information through a website on their laptop or smartphone via a browser. This is especially true for those services that users use infrequently or sporadically.
Additionally, users emphasize that mobile apps often take up too much space on their devices, which can be critical for those with limited storage space. There are also concerns about battery and mobile data consumption, especially when apps are running in the background or transferring large amounts of data.
Privacy and security issues
One of the biggest concerns that pushes users away from mobile apps is the issue of privacy and security. Many apps require extensive permissions to access personal information such as contacts, location, social media data, and even personal files, which raises concerns among users about how this data is collected, stored, and used. There is also a fear that mobile apps may be vulnerable to hacking, especially those that store sensitive financial data or personal information. Data breaches at large companies that have made headlines only reinforce these concerns.
These factors contribute to the fact that many users prefer to use websites that do not require a download and provide quick access to services without the need to install resource-consuming applications. This confirms that websites can be a more convenient and secure solution for many users. However, for many companies, creating a website will prove to be the most optimal solution to effectively attract customers and provide high quality service with minimal costs and complexity.
To summarize, a careful choice between website and mobile app development should be based on the specific needs of the business, its target audience, and available resources. However, for many companies, ordering a website will prove to be the most optimal solution that allows them to effectively attract customers and provide high quality service with minimal costs and complexity.
What are progressive web applications and what are their advantages

Progressive Web Applications (PWAs) are changing the way we think about what websites can do. This technology combines the best of the web and mobile applications, offering speed and usability that was previously only possible in apps. In this article, we'll take a closer look at what progressive web apps are, what technologies are behind them, their benefits, and key implementation considerations. We will pay special attention to how progressive web applications can transform your business by providing a better user experience and increasing productivity.
What are progressive web applications?
Progressive web applications are a type of software that is split into a website and a mobile application. This allows users to install web applications on their devices and use them in a similar way to regular mobile applications. An important feature of PWAs is that they use web browser technologies but offer functionality that is usually associated only with mobile applications.
The PWA concept was first introduced by Google in 2015. The goal was to make the web experience as convenient and fast as possible. Since then, the technology has gained significant development and support, especially from companies seeking to improve the mobile user experience without losing the versatility and accessibility of the web.
Technologies used in advanced web applications
Progressive web applications use a number of modern web technologies to provide users with an experience that is as close as possible to mobile applications. The most important of these technologies are:
- Service Workers - scripts that run in the background, independently of the web page, and allow you to manage network requests, cache resources, and use push notifications.
- Manifest file - a JSON file that allows developers to install a web application on the home screen, set the icon and the start screen.
- Using HTTPS - ensuring the security of user data and the reliable operation of web applications.
Why progressive web applications are better than traditional sites
Improving the user experience
Progressive web applications are characterized by extremely fast loading speeds and high responsiveness, which is ensured by data caching and intelligent management of network requests. This means that users are able to access content instantly, regardless of the quality of their Internet connection, which significantly improves the overall user experience.
Offline access and support for push notifications
One of the defining features of PWA is the ability to work offline. This is achieved thanks to Service Workers technology, which allows web applications to cache important content and provide access to it without the need for an Internet connection. In addition, PWAs can use push notifications to inform users about news, updates, or special offers even when they are not using the web application.
Increase engagement and conversion rates
Thanks to better user experience and offline capabilities, PWAs demonstrate high rates of user engagement and increased conversions. The ability to load quickly and run smoothly on any device ensures higher customer loyalty and a higher likelihood of completing targeted actions, such as making a purchase or filling out a contact form.
Steps to implement progressive web applications in your business
Implementing progressive web applications may seem daunting, but with the right approach, the process can be efficient and smooth. Here are the basic steps to integrate PWA into your business:
- Audit the current state of the website - check if your site is ready for conversion to PWA. This includes ensuring HTTPS compatibility, site responsiveness on different devices, and the availability of all necessary technical aspects.
- Developing and configuring Service Workers is a key component of PWA that allows the website to work offline and use push notifications.
- Creating a web app manifest - a manifest allows users to add your app to the home screen of their devices, providing easier access and a more native experience.
- PWA testing - ensure that your PWA works properly across all devices and browsers, with special attention to offline mode and loading speed.
- Monitoring and updating - once your PWA is up and running, it's important to keep it up to date and make updates to resolve any issues or improve functionality.
To illustrate how easily and quickly users can install a progressive web application on their devices, we have prepared an animated GIF. This GIF shows the process from the moment a user visits a website to the moment they install the web application on the home screen of their mobile device. This demonstrates the simplicity and ease of use of PWAs, as well as their ability to offer a native experience through a web browser.
Progressive web apps are a powerful tool for business development, offering speed, convenience, and an enhanced user experience comparable to native mobile apps. They allow you to achieve a high level of customer engagement, provide the ability to work offline and send push notifications, which is critical in today's dynamic market. Thanks to their ease of installation and efficiency, PWAs can significantly increase conversion rates and improve the overall user experience.
If you're looking for a way to make your web experience more efficient and engaging, progressive web applications can be a great solution. Remember that proper implementation and ongoing updates are essential to the success of any technology solution. Don't hesitate to bring in professionals to help you optimize your website to turn it into a responsive web app and take full advantage of its capabilities.
Just one step to your perfect website