Contextual advertising ads are placed on pages with relevant content, which allows you to show the brand’s goods and services to users interested in them. This method of promotion helps to target offers to its target audience as accurately as possible. Moreover, Internet users are more loyal to contextual advertising, as it coincides with their interests in a particular time period.
The effectiveness of this type of advertising is also due to the possibility of setting up retargeting. With its help, companies can “catch up” in social networks those users who visited the site, familiarized themselves with its goods and services, but left without buying anything.
Contextual advertising helps to increase traffic due to the fact that the business page appears on the first positions of search results for certain queries. According to statistics, 75% of Internet users never look beyond the first page of the search engine. Therefore, contextual advertising is so important for promotion on the Internet. Moreover, it helps to improve the position of the site in the organic output. This is due to the fact that the number of interested visitors increases. Google evaluates the time spent on the site, depth of browsing, bounce rates and raises the site in the search engine, as it “sees” that the site is interesting to Internet users.
Types of contextual advertising
Contextual advertising is an effective tool to attract the attention of the target audience, increase sales, promote products and services, increase recognition. However, in order to achieve the desired results, it is necessary to choose the right place to place an advertisement. Google Ads distinguishes two types of contextual advertising:
- search;
- contextual-media advertising.
Search contextual advertising is an ad that is relevant to the user’s query and is displayed at the top positions of the search engine with the label “Advertisement”.
- Contextual media ads are ads supplemented with pictures or videos. Google Ads distinguishes the following types of it.
- Banner advertising – contains an image and is placed on the sites of partners.
- Product advertising – presented in the form of a product card, which is shown at the top of the search engine.
- Video advertising – is an ad that contains a video with a hyperlink to the site.
- Advertising in app stores – presented in the form of an ad that is shown at the top of the search results of companies such as Google Play.