If you pay attention to the structure of search results, the first few positions are taken by links with little noticeable marking of “advertising”. Then comes the natural organic display and completes it with another block of ads. The so-called contextual advertising is a paid service by the search engine, and you can always show links to your site on the first positions, setting up an advertising campaign and transferring money to her account.
Of course, in highly competitive topics the cost of such a demonstration can be quite expensive, and confidence in such ads is lower than the links to sites from the block of natural issuance. However, contextual advertising provides instant results immediately after clicking the trigger and until the account runs out of money.
Typically, contextual advertising is ordered at the start of work on project optimization and for young sites to get clients, to ensure attendance and provide information to the search engine on the behavior of visitors to the resource.
Often the channels to attract visitors from paid contextual advertising and natural traffic, which is obtained through SEO, are used in parallel, but such a decision is made based on an analysis of the effectiveness. Also, a paid channel can be connected at a time of decline in attendance, for example due to the introduction of new search algorithms.
In general, the contextual advertising tool is flexible enough and has certain advantages, among which are:
- The possibility of fine-tuning to reduce the cost of transition and broadcast to a narrow target group of potential consumers;
- the actual payment only for the transition;
- Quick feedback and analytics, which allows you to find the best way to configure the targeting.
There are also disadvantages, and among them must necessarily be said:
- the dependence of the cost of display and the price of a click on the competition for the keyword;
- The possibility of quickly “draining” the advertising budget for nothing without experience in configuring a campaign;
- the presence of banned topics for advertising through this service.