Contextual advertising - what is it such?
Recently in runete, and not only, more and more popular there is a contextual advertising of a site. Really, contextual advertising rather effective way of promotion of a site. In this clause{article} we shall consider, that such contextual advertising and we shall describe four systems of contextual advertising which work in the Internet.
What is the contextual advertising?
All know, that visitors from search engines most "best" and desired. They usually get under definition a target audience, to catch which owners of any sites dream. But, unfortunately, not at all it turns out to borrow{occupy} high positions in poiskovikakh. And so it would be desirable! To especially commercial sites which profit directly depends on quantity{amount} of the target visitors who have visited the given site. First of all to such sites which make a profit, and contextual advertising is intended.
Contextual advertising is a paid, text advertising which is shown on keywords by search. You set concrete keywords and word-combinations, and your announcement will be shown on a search page only when the search search includes the data chosen you keywords. Thus, the first doubtless advantage of contextual advertising that she involves the search, target traffic.
Second big plus of contextual advertising is that here you pay not for shows of announcements, and for real visitors, i.e. for cliques. Agree, for result to pay much better? As in contextual advertising you establish that price which you will pay for everyone of cliques under your advertisement. There is idle time a rule: the above you establish the price a clique in comparison with the price of competitors on the same search search, the on more favourable place as a result of search delivery there will be your announcement. Well, and if competitors by the chosen words at all no, simply establish minimally possible{probable} price for cliques and use all advantages of the best place for the minimal money.
I shall result small calculation. The average price a clique in contextual advertising now makes about{near} 0,12 $. We shall assume, that only 0,5%-1 % (the real data are those, but in each area they can vary) from all visitors of a site buy the goods or reserve service. Then it is required to spend somewhere on the average from 6 $ up to 12 $ for contextual advertising to sell 1 commodity unit or services. And what prevents to switch on the given sum of the price of the goods or service? To you and more one method of promotion of production.
It is necessary to note, that the given calculation is especially individual for each organization. It is supposed, that visitors of a site target, i.e. are interested in the offered{suggested} goods or service.
Well, and now we shall meet systems of contextual advertising which work in the Internet.
System of contextual advertising "Runner"
The runner - the pioneer of Russian contextual advertising. The system works since 2002. At present the system works with such large sites as www.aport.ru, www.mail.ru, www.refer.ru, www.km.ru, www.sotovik.ru, " Behind a rudder " (www.zr.ru) and many others.
The system is very convenient in use. Set of functions of management do{make} system idle time in use. Wide statistics with an opportunity of its{her} unloading in Excel - very convenient thing if it is necessary for you to report about the lead{carried out} advertising company.
Floor price a clique in system of only 5 cents. There is an opportunity of machine translation of announcements on the best places. I.e. the system for you will automatically raise the price for cliques up to that level which is necessary for a presence{finding} of your announcement on the best place.
In system there are 9 ways of updating of the bill. There is also a payment with the help of system WebMoney - very conveniently and quickly.
As it is possible to understand, not all visitors from the given system will be search since announcements are broadcast not only in search engines. Accordingly, the traffic will be not so such qualitative, as from search engines. But it is possible to use targeting and to define{determine} where your announcements, what quantity{amount} of times, etc. will be shown. But it already for an additional payment.
System of contextual advertising " a Yandex. Direkt "
Yandex direkt as contextual advertising with payment for cliques, began to operate in November, 2003. Before, the system worked with payment for shows. All announcements are shown only in search delivery of a Yandex, therefore it is possible to say, that visitors from the given system of contextual advertising will be more qualitative, than from system the Runner.
In comparison with system the Runner, system a Yandex. Direkt looks on spartanski. Anything superfluous. Only that is really necessary. Certainly, in some places it would be desirable the big opportunities. But, there's nothing to be done, it is necessary to be reconciled.
Floor price a clique in system of 10 cents. In system 3 ways of updating of the bill are stipulated. Unfortunately, there is no way of updating through WebMoney, but is by means of system a Yandex. Money.
There is in system a unique and very useful opportunity is a targeting on cities. And, completely free-of-charge. Want, that your announcement was shown only to inhabitants of your city - simply specify it in adjustments of the company and all. Certainly, visitors will be less, but the advertising company is more effective.
System of contextual advertising "Mail.ru"
On April, 27 the company Mail.ru has officially declared the beginning of sale of contextual advertising on search service (Poisk@mail.ru).
Poisk@Mail.ru - rather new project of the company Mail.ru one of leaders of the Russian Internet - market. New search service on a portal @Mail.ru has been started by summer of the last year and all this time was shown with a monthly gain of quantity{amount} of users. For today the audience of the search engine makes about 600 thousand users a week which look through about 4 million pages with results of search.
At present in the search engine Mail.ru to sale 2 spaces are offered: a banner 468kh60, settling down directly above results of search, and the space (a banner or the text block) 200kh300, to the right of results of search. The spaces are sold on price model - " for one thousand shows " (CPM).
System of contextual advertising " Google AdSense "
Company Google has declared in the beginning of granting of new service in the field of accommodation of contextual advertising in March, 2003. The service of contextual advertising Google AdSense is intended for small and average web-sites and called to facilitate to their owners accommodation of the most relevant advertising links. Participation in program Google AdSense free-of-charge but while it is accessible only to owners of English-speaking sites. For participation it is necessary to submit the application in Google, having used the special on-line form.
If in Google have approved the application the owner of a site can go in system AdSense, using the login chosen at application and the password and to receive a HTML-code for accommodation of advertising. This code then is necessary for placing on pages of a site then on page advertising links will appear.
At desire it is possible to adjust filters to exclude occurrence on a site undesirable, in opinion of his{its} owner, advertising. Thus advertising blocks are recommended to be placed on text pages as for definition of subjects of page Google AdSense uses only the text information. If not to take into account the given feature relevance of advertising will be low. It is unprofitable, as money the owner of a site will receive for advertising depending on number of transitions under advertising links.
In case monthly pages of a site are looked through more than 20 million times the owner of such resource can count on a number{line} of additional services: individual service, including technical support and the help in optimization of a site, more powerful filters and more floppy format of advertising blocks. It is necessary to remind, that the service of contextual advertising for web-sites has been submitted Google in March, 2003. Since advertising links have appeared on many popular sites, switching Slashdot, ABC.com, Lycos and many others.
