Open AccessContextual advertising is an effective tool of digital marketing
Author(s) -
Yu. М. Nosenko,
L. V. Lukyanchuk,
L. M. Sinelnik
Publication year - 2020
Publication title -
zernovì kulʹturi
Language(s) - English
Resource type - Journals
eISSN - 2706-5871
pISSN - 2523-4544
DOI - 10.31867/2523-4544/0151
Subject(s) - contextual advertising , online advertising , advertising , native advertising , search advertising , the internet , product (mathematics) , matching (statistics) , advertising campaign , informative advertising , advertising research , quality (philosophy) , target audience , business , product type , revenue , focus (optics) , computer science , dissemination , world wide web , mathematics , telecommunications , philosophy , statistics , physics , geometry , accounting , epistemology , optics , programming language
The concept of contextual advertising, its strengths, main types are defined. Types of advertising campaigns are defined. Highlighted the basic settings in Google Ads, in particular the rules of keyword selection. The effectiveness of using contextual advertising as an Internet marketing tool has been established, given that it: acts selectively and is displayed to visitors of the website whose sphere of interests potentially coincides / intersects with the subject of the advertised product or service; meets the requirements of the target audience, which increases the likelihood of its response to advertising and makes it more attractive than other types of advertising; helps to improve the company's image, disseminate information about products and sell goods over the Internet; is an effective element of digital marketing, which with a high-quality setting can increase company revenues.Contextual advertising has prospects, given: - increasing the number of Internet users and the time of its use by each user; - its regional orientation, which allows you to weed out a lot of non-target customers; - focus on a specific target audience by interests; - ofline advertising is becoming more expensive; - contextual advertising tools are improving, more services are appearing for a deeper analysis of statistics. When setting up contextual advertising, the following are important: choosing the type of advertising campaign (image, product, trade), searching for keywords and choosing the type of correspondence (general matching, broad match modifier, phrase matching, exact matching). Effective contextual advertising is a chain of "request -> keyword -> advertisement -> landing page of the site-> purchase of goods". Keywords: digital marketing, search engine, contextual advertising, advertising campaign, demand, keywords.