How does contextual advertising work?

Business owners want to increase sales and increase brand awareness. That is why they use contextual advertising, not fully understanding what its features, advantages, and disadvantages are.

Contextual advertising is a type of advertising on the Internet that effectively attracts interested buyers to your resource to increase sales. Advertising has many settings and allows you to choose the geography, ad serving time, interests, device targeting.

The results of using contextual advertising can be tracked after collecting primary analytics. The numbers will tell the truth about the impact of ads on the user. This means that you do not have to wait until your resource becomes popular or enters the TOP of search engines.

If you need to:

  • quickly attract potential buyers;

  • increase sales of specific goods or services;

  • increase the number of repeat sales;

  • increase recognition of the company or brand;

  • quickly and effectively announce your startup,

then contextual advertising is your tool.

Contextual advertising has a positive effect on the organic issuance of a site in search engines, which is especially useful for young resources.

How does the system know what a person needs?

Anyone who is often interested in smartphones will see suggestions for a portable battery, headphones, and other mobile accessories. A visitor to accommodation booking sites – ads with recommendations on apartments, hotels for the requested location, and price range. Maybe, you noticed how long the ads Booking has been running after you when you were looking for a product or service on their sites.

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Types of contextual advertising


Appears in the search results window after entering a query in the search bar and pressing the “find” button. For example, if you ask Google “buy furniture in Odessa”, then it will show several suitable ads over regular links. Text ads match the user’s request. The cost of a click on an ad depends on the position. The higher the bid, the more likely the position in the search results.

What affects the position of an ad in search results?

  • bid value;

  • Quality Score for your ad and landing page

  • minimum ad rating;

  • the expected effect of the selection of extensions and ad format.

This means that you can bypass competitors who bid higher if the advertising materials and keywords are more relevant to user requests.

The ad rating is recalculated every time an ad is allowed to run. Therefore, the position of the advertisement may vary depending on the level of competition at the time of the search, as well as on the conditions under which the user enters a search query. Ads may appear at the top and bottom of the search results page.

Here is a list of factors that make context ads different from SEO.

  • You can take into account the region of residence of potential customers. When setting up contextual advertising, you can choose which residents of the area will display an ad. This is useful if you are focusing on specific regions.

  • Quick effect. All types of contextual advertising lead to an operational effect: resource attendance grows almost immediately. SEO promotion takes much longer.

  • Ability to work with NOT optimized sites. It is not necessary to optimize the site for search engines – the context acts on almost any resources, including non-indexed ones. But doing so is bad. Especially when the basket falls off and there is no “order” button on the site.

  • Ability to track performance. You know exactly where and when potential customers came. Especially if you have set up call tracking.

  • Many customization options. You decide what to say in the ad. You can select a description and specify the landing page to which the user lands when switching.

  • An advertising campaign can be stopped and started.

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