In this article, we’ll take a look at the benefits of PPC advertising over other advertising tools. First, let’s define contextual advertising.

Contextual advertising is a type of advertising on the Internet in which an advertisement is displayed in accordance with a user’s request or in accordance with the content of the content of the page on which the advertisement is displayed.

It is a truly vital tool for online promotion, which does not lose its popularity from year to year. The advantages of contextual advertising, such as flexible settings, a predictable budget, and easy access to the target audience, were appreciated by entrepreneurs from different business areas.

Contextual advertising systems help to place an ad on search results pages by keywords and on sites with contextual advertising blocks. At the same time, the essence of the systems themselves is that the user perceives the advertisement as specific content.

What makes contextual advertising (PPC) so popular? Let’s highlight the key advantages of this method of promoting goods and services.

1. More accurate hitting the target audience.

The main advantage of contextual advertising is that advertisements are shown to an interested audience (subject to the correct selection of keywords and advertising campaign settings). Also, advertising systems have the ability to use the settings of various segments to more accurately convey your offer to your target audience.

2. Loyalty to this type of advertising

Advertising is displayed in accordance with the interests of potential customers, which ensures a positive attitude of customers towards advertising. In search engines, ads are displayed in accordance with the queries that users enter. When displaying ads on the sites of Yandex and Google partners, the interests of users are taken into account, which are identified based on the work of special algorithms.

3. Large audience coverage

Thanks to the development of Internet technologies, more Internet users appear and the frequency of its use is increasing, including due to the development of the mobile Internet.

Contextual ads are shown on search engines and thematic networks, which include thousands of popular sites.

4. Ability to customize targeting

The advantage of contextual advertising is the ability to target the audience by geographical, time, socio-demographic (gender, age) and other parameters. This allows you to more accurately focus the advertising message and increase its effectiveness.

Not so long ago, a new tool was added to Yandex Direct – hyperlocal targeting by audience segments, which allows you to display ads at exact locations within a certain radius – from 500 meters or more.

5. Quick start of an advertising campaign

Contextual advertising can be launched quickly enough and get the first customers. Usually, it will take from several hours to several days to develop an advertisement, this will depend on the goals of the advertising campaign and the amount of preparation work required. Of course, if your business has a long transaction cycle, then the effect of advertising will not be noticeable immediately.

6. Relatively low budgets and flexible pricing

To get the effect of advertising, the budget must be larger, but for many businesses it will be less than buying advertising on television.

Advertising on television and radio is paid for airtime, in magazines – according to the advertising space and the number of copies. When using contextual advertising, you independently determine the appropriate advertising budget and set the maximum cost per click for your advertisements. As well as the number of interested potential customers that you will receive on your site.

7. Ability to calculate the effect of advertising

Not all advertising tools can be used to calculate the exact effect; contextual advertising is devoid of this drawback. By collecting statistics in Yandex.Direct and Google AdWords systems, as well as setting goals in Yandex.Metrica and Google Analytics, you can measure the effect and calculate various advertising performance indicators.

For online stores, for example, it is possible to customize e-commerce reports. If your business has a lot of phone calls, you can set up call tracking to track your ad performance. Thus, you can find out which ads bring the target audience to your site, and how much one client costs.

8. Real-time statistics

Statistics on advertising campaigns are available in real time. Receiving data in real time allows you to quickly make adjustments to advertising campaigns.

Thanks to statistical data, you can track the number and quality of visitors who came through an advertisement, make changes to the current advertising campaign to improve its results.

9. Using remarketing (retargeting) mechanisms

Through the use of remarketing mechanisms, it is possible to show special offers to those site users who have not made an order from the first visit to the site from advertising. Thus, improve the effectiveness of advertising.

10. Improving the position of the site in organic search results

An unobvious advantage when using contextual advertising is that the position of the site in the search results will be improved. With the correct setting of contextual advertising, the so-called behavioral factors improve, and this has a positive effect on the perception of the site by search engines.

11. Short-term results

A quick start to an advertising campaign has a downside. It is possible to achieve a lot of traffic in a short time, but it immediately drops as soon as you stop the campaign. For comparison: competent SEO-promotion, even after the optimizers stop working on the site, still continues to attract customers for many months.

Conclusion

Obviously, each method has its own advantages and disadvantages. Therefore, marketers recommend combining both of these methods SEO promotion + contextual advertising to be sure to achieve high results and attract new customers from different sources.