Advantages of contextual advertising
Posted: Tue Feb 18, 2025 8:36 am
Work at the lower stages of the sales funnel. The user already knows about the product or service, and the ad leads him to purchase, showing an attractive offer.
Flexibility and reach. Many options for targeting: socio-demographic characteristics, interests, geography, devices, behavior on the customer's website, users similar to a specific audience.
Analytics. The results of promotion can always be estimated in numerical equivalent, and most indicators can be calculated, therefore this type of promotion refers to performance placements.
Short deadlines for evaluating placement results. In some cases, conversions on the site can occur within a few hours after the campaign launch.
Affordable budgets. The launch can be done with a relatively georgia mobile database small budget of several thousand rubles.
Automation and dynamism. Updates, new formats and tools are released almost every week. There are already types of campaigns that require literally a few clicks to launch, and the management of the placement itself occurs with minimal participation of a specialist, literally on autopilot.
Payment model. Customers pay for a user's click on their ad, not for the fact that it was shown. And there are even placement strategies where the customer pays for the fact that a conversion occurred on their site.
Flaws
High competition. The number of advertisers is growing year after year, and each of them wants to place their offer. Due to this, the cost per click is constantly increasing, and therefore the conversion price.
Fraudulent traffic. The number of robots that can click on ads, leave false conversions and perform other unfair actions is increasing.
Not suitable for working at the top level of the funnel. If the target audience does not know about the promoted brand, product or service, then contextual advertising will be ineffective, and it is better to choose another type of placement to form it.
Sensitivity to the amount of data and analytics. When working with a business segment where conversion happens once every few years, finding target users will be extremely problematic, as well as drawing conclusions about the effectiveness of this or that targeting.
The high cost of error. Incorrectly selected targeting, incorrect choice of strategy or settings lead to non-targeted spending of funds in any amount and in a short time.
Flexibility and reach. Many options for targeting: socio-demographic characteristics, interests, geography, devices, behavior on the customer's website, users similar to a specific audience.
Analytics. The results of promotion can always be estimated in numerical equivalent, and most indicators can be calculated, therefore this type of promotion refers to performance placements.
Short deadlines for evaluating placement results. In some cases, conversions on the site can occur within a few hours after the campaign launch.
Affordable budgets. The launch can be done with a relatively georgia mobile database small budget of several thousand rubles.
Automation and dynamism. Updates, new formats and tools are released almost every week. There are already types of campaigns that require literally a few clicks to launch, and the management of the placement itself occurs with minimal participation of a specialist, literally on autopilot.
Payment model. Customers pay for a user's click on their ad, not for the fact that it was shown. And there are even placement strategies where the customer pays for the fact that a conversion occurred on their site.
Flaws
High competition. The number of advertisers is growing year after year, and each of them wants to place their offer. Due to this, the cost per click is constantly increasing, and therefore the conversion price.
Fraudulent traffic. The number of robots that can click on ads, leave false conversions and perform other unfair actions is increasing.
Not suitable for working at the top level of the funnel. If the target audience does not know about the promoted brand, product or service, then contextual advertising will be ineffective, and it is better to choose another type of placement to form it.
Sensitivity to the amount of data and analytics. When working with a business segment where conversion happens once every few years, finding target users will be extremely problematic, as well as drawing conclusions about the effectiveness of this or that targeting.
The high cost of error. Incorrectly selected targeting, incorrect choice of strategy or settings lead to non-targeted spending of funds in any amount and in a short time.