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Systems of contextual advertising " Yandex Direkt " and "Runner": merits and demerits

Recently the increasing popularity is accepted with contextual advertising. Many advertizers actively use her{it} for the report of the information on the goods / services up to the consumer, increase in sales and the profit, attraction of new clients and partners.

In this clause{article} it would be desirable to mention 2 systems of contextual advertising realizing model " payment for transitions ": system " Runner " and system " a Yandex. Direkt ". In this clause{article} I shall try to reveal merits and demerits of the given systems of contextual advertising.

System of contextual advertising "Runner"

The system of contextual advertising "Runner" was open for public access on March, 30, 2002. Now announcements of "Runner" are broadcast on many advertising platforms, such as: www.aport.ru, www.mail.ru, www.km.ru, www.lycos.ru and more tens. The list of advertising platforms constantly extends.

Advantages of system:

* First of all, it is necessary to note the original design of system rather attractive and convenient;

* The system is convenient from the point of view usability;

* The greater scope of an audience. Your announcements are simultaneously broadcast on tens advertising platforms;

* An opportunity of automatic control of rates. The user can set a limit of the rate (cost of transition of the target visitor), and the rate will exceed the rate of the competitor on 1 cent, yet will not reach{achieve} a limit. The given option is convenient in the event that rates often vary competitors and the quantity{amount} of announcements is measured in an advertising campaign in tens. It is possible to expose limiting rates for each announcement and simply to watch{keep up} deviations{rejections};

* One more pleasant moment is the variety of ways of updating of the bill. "Runner" offers 9 ways of payment of the services. (For comparison "JAndeksDirekt" offers only 4 ways of payment of advertising);

* The detailed statistical information. The advertizer can receive the information on quantity{amount} of transitions, cost of the visitor, time of transition, an advertising platform from which there has come the visitor. The statistical data can be grouped on platforms, time, announcements that is very convenient. (In "Direkte" the opportunity of a grouping of the statistical data is realized more poorly, and to unload the data in Excel in general it is impossible);

* Convenience of drawing up of reports on the lead{carried out} advertising campaign. The statistics can be unloaded easily in Excel, and then to analyze them;

* An opportunity of use of 80 symbols in heading and 255 symbols in the description. In "Direkte" the length of heading and the description is much less;

* The convenient interface for editing / addition of announcements. It is possible to edit / add some announcements simultaneously. For comparison, in "Direkte" it is possible to edit only one announcement;

* Presence of the partner program. Allows to earn 10 % from expenditure of the advertizer who has come under the partner link.

Lacks of system:

* Unauthenticity of statistics of system. The statistics of system is constructed in such a manner that it happens to make difficultly the forecast of an expenditure of means for an advertising campaign;

* Too long updating statistics of an advertising campaign. The delay can make poroju about one day. It is rather inconvenient, as it is impossible to see quantity{amount} of transitions and the charge of means in a mode real time. The joke is involuntarily recollected: " weather for today we shall pass tomorrow ";

* Sometimes the changed announcements (rates, texts, etc.), instead of the declared 30 minutes, are moderated much longer. As a rule, the problem is eliminated at the first reference{manipulation} in a support service;

* Absence of regional targeting. Rather essential minus of system. As the decision of the given problem the instruction{indication} of city (region) can serve in heading or the text of the announcement;

* Impossibility of creation of one announcement under some searches (keywords);

* Paid targeting. Having paid 25 c.u. a month, you can use some additional opportunities of system:

o targeting as the traffic (not search / not search);

o restriction on terms of campaign;

o restriction by quantity{amount} of transitions in day;

o restriction on expenses.

* Not at each advertizer will be in addition 25 u.e in a month, and in general, the idea with paid tartegingom does not cause special admiration in advertizers;

* One more lack is that some advertising platforms cooperating with "Runner", adhere show of announcements to the certain group of searches (connected anyhow with subjects of a platform). Thus quality of visitors suffers;

* More poor quality of an audience, than at use of system " a Yandex. Direkt ". Speaks in significant percent{interest} of not search traffic. The visitors who have come from catalogues and thematic platforms, are frequently less active and make less purchases.

System of contextual advertising " a Yandex. Direkt "

System " JAndeksDirekt " was open on July, 31, 2001 as means for the organization malobjudzhetnykh advertising campaigns. The system of contextual advertising "JAndeksDirekt" till the recent moment realized model of attraction of visitors " payment for shows ". On November, 11, 2003 the new version of system " JAndeksDirekt " realizing model of payment on cliques has been commissioned.

Advantages of system:

* Presence of regional targeting, and also statistics on regions and cities. Enables to adjust to the advertizer shows of announcements for the certain city (group of cities) or region. The given kind of targeting is very convenient, first of all, for regional advertizers;

* One more advantage is that any additional payment for targeting is not raised;

* A better audience, rather than at use of system " Runner ". It speaks that, that announcements Direkta are broadcast only as a result of search t.e the received traffic - strictly search.

Lacks of system:

* A little bit bulky interface of statistics. At rather plenty of announcements in an advertising campaign (10 and more announcements) to work with such performance of statistics rather inconveniently. It would be more logical to present the data in a tabulared kind (as it is made, for example, in same "Runner");

* Impossibility of show of announcements on the searches consisting more than from five words;

* Absence of an opportunity of automatic control of rates;

* An opportunity of use only 25 signs in heading and 75 signs in the text of the announcement;

* Impossibility of a unloading of statistics of an advertising campaign in external editors (Excel or Word).

Certainly, any system is imperfect and has the advantages and lacks. In this clause{article} I have reflected the vision of systems of contextual advertising which, certainly, is not is unique correct. As a whole, the considered systems of contextual advertising allow to spend effective advertising campaigns in the Internet. Besides there is a constant perfection of the given systems, both from positions usability, and in the technical plan.