Get a consultation from a marketer marketolog@adbest.ru

Contextual advertising from 1-2 rubles per click works at its best. Management and training.

Contextual advertising plays a key role in both promoting a website to the top ten search engine results for the most relevant user queries and in brand promotion. In addition to expert knowledge of setting up and managing all types of advertising campaigns, we offer an innovative approach to selecting advertising campaign parameters, based on the application of marketing analysis based on mathematical statistics.

SEO website setup for contextual advertising promotion

If you're just starting out with contextual advertising, we'll apply our existing knowledge about the budget and cost-per-click (CPC) that will maximize your audience reach. Once we've accumulated enough data (the data sample should be representative of the overall population and contain more than 1,000 individual respondents), we'll be able to build regression and discriminant models that accurately predict consumer behavior on your website.

Description of the method Discriminant analysis

This will allow, with a probability of over 70-90 percent, to show ads only to those users and for those products that will generate the desired website traffic or to those who are likely to make a purchase if the ad is targeted at actual purchase. The fact is that Yandex Direct algorithms are hidden from the average contextual advertising user and can also change over time. Therefore, even the most thorough study and extensive experience with this type of advertising will never produce the same results as a rigorous scientific approach.

The accumulated statistics provide answers to questions such as the gender, age, and solvency level of target customers, which devices deliver the highest return on ads, how bids affect the number of impressions with a fixed budget, how budget changes affect ad reach, and much more. Using our approach, after conducting statistical research on your advertising campaigns, we will propose the optimal contextual advertising setup for your company, allowing you to save significant funds and, most importantly, make your advertising recognizable through a large number of impressions across all regions.

See more examples of advertising videos

Contextual advertising isn't just about visibility and cost-per-click. It's also about properly promoting and advertising your brands so users begin to recognize both your company and the products you sell. The biggest problem with most online ads is that they don't tell you who the company is, what the product is called, or how it differs from other similar ads. Contextual advertising works most often not when someone clicks on it and visits your website, but when it's constantly being seen and seen everywhere. This is precisely what you need to work on first. So people will see it for free and start to recognize it! We can help you with that too!

All-inclusive contextual advertising setup plans + free video!

Training in mathematical statistics methods for advertising setup

To set up contextual advertising, we use the following marketing analysis methods. We begin the analysis by developing hypotheses based on descriptive statistics, analyzing variables individually, and constructing contingency tables to identify causal relationships and understand whether variables influence each other, and if so, whether this relationship is significant or random. For example, after analyzing descriptive statistics, we may understand that women buy a particular type of product more often than men, or vice versa. Or that 80 percent of website visitors only view one product, or, for example, that website visitors browse more than two pages deep, only when they visit pages A, B, and C. All other website pages are only browsed one page deep, meaning the visitor immediately leaves the site. We can construct a histogram showing the relationship between website visit depth and purchasing power, gender, age, device type, landing page type, and much more.

Even at this stage, we obtain invaluable information about consumer behavior on the website, and we evaluate the significance of this information with mathematical precision, using a statistical error criterion that states that the probability of error should not exceed 5 percent. But there are methods that are much more powerful than simply descriptive statistics. These methods allow us to simultaneously consider the influence of all factors influencing the result and understand which of them can be used and how to use and configure

Organizing, motivating, and training your sales team to avoid losing calls

One of the most interesting methods for setting up contextual advertising is the CHAID method for constructing decision trees. Its main advantage is that it can be used for any type of variable, including categorical ones, without first converting them into quantitative binary variables. You can simply feed lists of nominal categorical variables into the algorithm and, as a result, obtain nodes that show anomalies in the desired outcome. Thus, for example, we can understand that by showing ads only to men aged 35-46, for a certain product, who live in Moscow, we will receive 80 percent more website visits than the average number of visits for the overall sample. For a more detailed description of the method, click the button below..

Description of the CHAID method Classification trees

Discriminant analysis allows you to segment consumers based on their response to advertising and divide the entire audience into groups based on the outcome of their interaction. This can be based not only on two options: purchased or not purchased, subscribed or not subscribed, but on any number of response types. For example, website visitors can be divided into those who visited the site, those who did not visit the site, and those who visited the site to a specified depth. However, regression analysis offers the greatest potential for contextual advertising users, as it analyzes the relationship between quantitative variables and a set of parameters—independent variables. By conducting such an analysis, as discussed in the video, we can, with a limited budget, determine the optimal average click-through rate and select the advertising pages that will maximize audience reach and site visit depth.

Пример моделирования параметров рекламы аналитическими методами смотреть