PPC advertising

Advertising costs usually consist of two parts. The first is the fee for setting up, launching, and subsequently optimizing campaigns. This is a monthly payment, and the monthly price of contextual advertising will depend on the chosen plan.

The second part is the monthly replenishment of the advertising budget in Yandex.Direct and Google Ads. These are the funds that will be spent to pay for impressions and/or clicks. The budget is determined individually, as it largely depends on the competitiveness of queries, campaign settings, goals, etc. To start, we make a preliminary forecast of the amount with which it is worth starting testing campaigns and hypotheses. Then, within one to two months, we can more accurately determine the budget required to achieve the best results.

Contextual advertising is a relatively fast way (compared to SEO) to show a company’s website at the top positions in search results for queries. It is a paid traffic source and is suitable for almost everyone. We would like to note a few cases when contextual advertising is most useful:

— You are promoting a landing page and cannot bring it to the top of organic search results via SEO;

— You want to start receiving orders from the website as soon as possible;

— You notice competitors advertising for your branded queries (containing your product/brand name);

— Organic search results are filled with aggregator sites, leaving little chance to bring your site to the top through search optimization.

This is by no means the only promotion method; we recommend using several channels simultaneously. Our specialists can not only set up turnkey contextual advertising but also launch SEO, social media, targeted ads, and professional email marketing — in other words, take over the marketing support of your website. Submit a request for a consultation, and we will gladly listen to you and explain how best to promote your product in the digital space.

Branded queries are search queries that include a brand’s name or its specific products, indicating that the user is specifically looking for that company or its offerings.

Most often, a company’s website appears in organic results for such queries — naturally or through SEO promotion. But sometimes competitors may display their ads for your company’s branded queries. This happens in highly competitive niches or when other companies offer a client a more attractive deal for a similar service/product. Competitors’ ads will appear above organic results and may significantly divert traffic. Therefore, advertising for your own branded queries is an effective protective measure.

We do not recommend using this promotion method for everyone and always, but sometimes it can be very effective. Our contextual advertising specialists will advise whether it is necessary for your project.

Here are several reasons why you may not see your ads in contextual advertising:

— The search engine collects the entire history of queries and website visits on your devices. It then analyzes this data to provide the user with the most relevant response based on their preferences. Your current internet preferences may differ significantly from the topic of the company’s website being checked.

— Website representatives often find their own site’s ad and do not click on it. The search engine concludes that the user is not interested in this ad and later pushes it to the end of the queue.

— During a search, you may enter a query that is not considered optimal by the system and not see the ad due to campaign optimization.

— You may be excluded from the display along with an ineffective user category.

— A lack of budget may be the reason the ad is not shown at a particular moment.

Remember, the true goal of contextual advertising is leads from the website, not a pretty picture to satisfy a manager.

It is impossible to answer this question definitively, as the result depends on many factors and can vary for different business areas and companies.

Lead forecasting should rely only on reliable data. You can rely on demand in 'Wordstat,' site conversion from a similar source, or data from Yandex.Direct and a forecast from a Yandex manager.

It is important to understand that forecasting is not fact but a probability of outcomes, and the difference between predicted and actual metrics can reach tens of percent.

Here are just a few factors that complicate lead forecasting:

— Unstable website conversion

— Product/service brand awareness

— Website usability

— Market fluctuations and demand

— Sales department conversion

— Presence and quality of competitors

— Public mood (holidays, weather, events, etc.)

— Experiments conducted by Yandex and Google in their advertising systems

We work only on a fixed cost for managing contextual advertising. We consider this approach the fairest for both our clients and specialists.

A fixed cost has several advantages:

— With fixed payment, the client knows exactly how much will be spent on contractor services. This is convenient, especially for small and medium campaigns with limited budgets.

— Fair risk distribution, since payment does not depend on the budget or actual advertising results.

— No motivation for the contractor to increase ad spend. When working on a percentage of the budget, the contractor is incentivized to have the client spend as much as possible on contextual advertising. This can negatively affect campaign efficiency and the client’s interests.