Contextual advertising is a key tool in digital marketing that allows businesses to effectively promote products and services online by interacting with the audience. This is possible thanks to the work of a complex algorithm that shows ads to the user depending on their needs, interests and requests. For example, a person entered the query “buy a unicorn” in the search bar and at the same moment, under the search bar, he will see an advertisement that answers his request.
Contextual advertising is not limited to search only - there are other types of it. For example, there is a retargeting technology, when a user visits a site with the goods he needs, and then on another site sees an advertisement for what he was interested in earlier.
In Russia, it is represented by two large services: Yandex georgia mobile database Direct and Google Ads, which is currently unavailable for use.
Why do you need contextual advertising?
Its main task is to interact with an audience that is actively looking for products or services offered by the advertiser's business. As a result, launching placements helps attract new customers, increase sales and overall brand success, making this tool necessary and profitable for owners of companies of all sizes.
What kind of specialist works with contextual advertising?
Contextual advertising is handled by a wide range of specialists: from marketers to marketing directors. The difference lies in the degree of their involvement and the scope of their knowledge. Those who are involved in launching, setting up and optimizing campaigns are called contextual advertising specialists or contextualists, PPC specialists. At the same time, a specialist must be able to work not only in an advertising account, but also with analytical systems, interpret indicators, know the features and nuances of other sources of attracting traffic, work with a website, and also understand the features of the business being promoted. The main task is not to launch, but to achieve the set KPIs, and this requires the knowledge mentioned above.