Vasily Smirnov contextual advertising. Profitable contextual advertising. A quick way to attract customers using Yandex.Direct. What is useful in the book

Despite the word "advertising" in the title, this book is not for advertisers or SEOs, but for entrepreneurs, business owners, and marketing and sales executives. For those who perceive advertising as an investment and evaluate its effectiveness in terms of ROI (return on investment), this book will become a kind of guide to the world of contextual advertising. The author assumes that the reader has already familiarized himself with Yandex.Direct help, and reduces theory to a minimum. The main part is purely practical advice from the category not “what to do”, but “how to do it well”.

Vasily Smirnov - business consultant, owner of GoodContext advertising agency. Consultant for contextual advertising, landing pages and conversions. Among his records: an advertising campaign with a million keywords for the Couponator, for Surfingbird.ru achieved a landing page conversion of 69.6%, with a budget on Yandex.Direct of 12 thousand rubles per month, contracts were concluded for several million rubles production company Soyuznichrome). He is not afraid to share his knowledge and experience, if only because "only 3-7% of all who receive it will use this information (such is the nature and mentality of people)". In 2012, Yandex.Direct outstripped the largest federal TV channels (Channel One, Russia 1, NTV, STS) in terms of audience coverage. In February-March of this year, Yandex.Direct occupied about 60% of the entire contextual advertising market in Russia (the share of the closest competitor is Google Adwords- about 25%). Therefore, Vasily Smirnov considers various methods, tactics and strategies for conducting advertising campaigns in relation to Yandex.

Services in the field of contextual advertising are provided by thousands of agencies and tens of thousands of freelancers. How to choose who to delegate advertising campaign? The author obviously does not like large agencies: “The customer gets into the flow… Some average customer is taken as a basis and an average set of actions is carried out for him. The result in most cases is also obtained ... averaged. Advice on choosing a contractor, checking to see if your campaign budget is being wasted, and even how to wage price wars with competitors can be found in this book. At the same time, the reader will learn how to independently calculate the approximate budget of the campaign.

For entrepreneurs who are ready to engage in contextual advertising on their own, Smirnov gives specific advice on the syntax of ads, the use of targeting, strategy selection and moderation. Bonuses will also come in handy for them: the author provides a checklist for working with contextual advertising on Yandex.Direct and promises readers a free 20-minute Skype consultation.

From non-standard: Smirnov suggests entrepreneurs, in particular, use Yandex.Direct as a testing tool. In some cases - to study the demand for services and products before they are created, i.e. to test ideas. In other cases, when the campaign is already running, testing the actual ads and landing pages.

Books related to the Web need to be published quickly - information can become outdated at any time. Since several months have passed since the writing of "Profitable Contextual Advertising", we asked Vasily Smirnov to briefly talk about the recent changes in Yandex.Direct that affected both direct advertisers and advertising agencies. Here is what he told us:

“Yandex has reduced the size of the agency commission for most of the advertising agencies. The main impact of this measure was inflicted on small agencies. Contextual advertising market leaders (in particular, the iContext agency) began to "transfer small customers to robots". Probably to cover the costs of serving clients with small budgets by the standards of agencies in the face of changed commissions.

The design of the special accommodation has changed. Now this block is highlighted with a yellow background, which has led to an increase in its visibility for users. On April 15, the launch of retargeting technology in the Yandex advertising network was officially announced. The block of guaranteed impressions "moved" from the right ("eastern") part to the lower ("southern") part of the search results. Yandex motivated the changes by increasing the CTR in the new "guarantee" block, which directly affects the company's income. And after a series of tests, Yandex announced that the block of guaranteed impressions in some topics could again be shown on the right side of the search results.

The book is useful for both beginners and those who have already tried to use contextual advertising and got burned. The former, having become acquainted with the tactics and strategies of conducting advertising campaigns, depending on the goals and budgets, will be able to avoid mistakes. The second will find out what their mistakes were.

It happens that you read a book and think: “Where were you a few years ago?” For me, Vasily Smirnov's book has become just that. This book is useful for both Internet marketers and customers of contextual advertising services.

There are no stories in the book about which buttons you need to press in Yandex.Direct to launch an ad. And it's not necessary - it's enough detailed instructions Yandex itself has it, and the Internet is full of recommendations for the technical settings of advertising. The main value of the book is in the algorithm of a holistic marketing approach to contextual advertising.

In my opinion, the chapter “Keyword Selection Matrix” deserves special attention for beginner Internet marketers. I quote from the book:

The selection of keywords begins in the following sequence:

• The use of masks. Look at your website or products and think, “How would we search for this product or service?” As soon as the forces run out, address the same question to employees, relatives and acquaintances. Write down all options.
• The exact name of the product ("winter hats", "arbitration lawyer").
• Name of product groups (“men's clothing”, “legal services”).
• Articles, brands, models (Apple iPhone 5).
• Manufacturer or brand (Adidas).
• Synonyms. For example: car = car = car. From the point of view of search engines, these are different queries. Especially requests like "loan", "in debt".
• Other parts of speech ("insurance" "insurance" - "insurance").
• Single-root words ("crediting").
• Abbreviations (VW).
• Confluence of words ("consumer credit").
• Clarifications with and without prepositions (“life insurance”, “mortgage for an apartment”, “car loan”).
• Tails (or Additives). For example: buy, sale, prices, wholesale, etc.
• Misprints, spellings and transliteration. For example: hyundai, "Hyundai", "Hyundai".
• Slang and jargon. Professional (for example, “one and a half” instead of “one and a half bricks”) and consumer (for example, “prul” instead of “right-hand drive car” or “washer” instead of “washing machine”).
• Negative words. These are the words in combination with which our ads will not be shown.

Here is an example of such a selection in a mind map for a Mitsubishi car dealer.

And further, the book has a lot of advice on the selection of queries, writing ads, preparing landing pages and improving the effectiveness of advertising in general. Of course, I would like to transfer all this information, but it is unlikely that Vasily and the Mann, Ivanov and Ferber publishing house will approve this. 🙂

As I already wrote, the book is very useful not only for Internet marketing specialists, but also for customers of contextual advertising services. An entire section is devoted to how to interact with performers in order to benefit from advertising, and not just feed the owners of unscrupulous companies.

Vasily described in great detail the principle of operation of most conveyor agencies, which do not solve the company's business goals, but simply "drain the budget for the context."

Verbatim quoting from the book is the algorithm of the work of such companies:

• the customer fills out a brief;
• an agency specialist hastily selects keywords (not very carefully, there is no time for this, the flow is the same!);
• based on the selected keywords, a media plan is quickly compiled (at least 30% is added to it from above, just in case; the percentage depends on the decency of the agency);
• the account manager of the agency (if any) sends to the customer standard contract and issues an invoice based on the media plan;
• if the amount suits the customer, the contract is signed;
• an agency specialist quickly creates an advertising campaign (there is no time to be zealous, the flow does not wait!);
• advertising budget the customer "merges" with varying degrees of intensity and efficiency;
• at the end of the agreed period, the customer receives a beautiful report and an increase (or no increase) in sales.

An important feature of the work of such companies is the fact that in most cases they do not take money from the customer for running advertising campaigns, but live off the commission from Yandex. In the struggle for a client, quality suffers, and the work of such agencies comes down to recruiting a package of clients with whom it was possible to build more or less mutually beneficial cooperation. Well, those who are not satisfied with this approach, let them continue to search the market for the performers of their dreams.

to us at Completo often got clients who left such unscrupulous performers. Although we are not engaged in individual advertising activities, but when a client comes to us for comprehensive service, and we have not yet built a full-fledged e-marketing system, we have to urgently improve the effectiveness of such advertising.

In the picture you see the data on the contextual advertising company our client. With a budget of 600,000 rubles a month, the bounce rate was 55% - that is, 330,000 rubles burned out immediately, and the rest of the budget worked arguably. It is not surprising.

In order not to “drain” budgets, we disabled contextual advertising and reconfigured it:

• We selected target queries based on the segmentation of the target audience and the product matrix of our client.
• We wrote ad texts for each cluster of requests and products.
• We modernized the selling pages for each ad group.
  Set up web analytics systems.
• Yes, for the client, these works cost about 60 working hours of a specialist, but the results were not long in coming.

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The bounce rate dropped to 11% managed to reduce the cost of going to the site in 3 times, which with the old budget allowed to increase the amount of traffic to the site in 3 times. If the same amount of traffic were purchased at the old rates, then for the year you would have to pay 6,500,000 rubles more.

"Profitable contextual advertising" will allow customers to identify unscrupulous contractors and prevent their budgets from going down the drain.

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Vasily Smirnov

© Smirnov V. V., 2013 © Design. LLC "Mann, Ivanov and Ferber", 2013

All rights reserved. No part of the electronic version of this book may be reproduced in any form or by any means, including posting on the Internet and in corporate networks, for private and public use without the written permission of the copyright owner.

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© Electronic version book prepared by LitRes ()

This book is well complemented by:

Damir Khalilov

Email marketing

Dmitry Kot

Platform: how to become visible on the Internet

Michael Hyatt

The whole secret of business is to know something that no one else knows.

Aristotle Onassis

Part I. Some theory for effective work with contextual advertising

AT modern internet contextual advertising is the fastest way to bring users to your site. In addition, it has one indisputable advantage over other online advertising tools: it allows you to calculate the cost of each person who comes to you and any other costs associated with the profit of your business.

It is hard for some entrepreneurs to believe this, but the fact remains: in 2012, Yandex.Direct was ahead of the largest federal TV channels in terms of audience coverage (Channel One, Russia 1, NTV, STS).

What does this mean for business? This means that for “ridiculous” money (Yandex.Direct has a minimum cost of one click of 30 kopecks) you will be able to convey your advertising message to the same number of people as if you were advertising on television.

In addition, at the time of writing the book (February-March 2013), Yandex.Direct occupied about 60% of the entire contextual advertising market in Russia (the share of the closest competitor, Google Adwords, was about 25%).

Perhaps, over the next few years, we will see a revolution in advertising and a change in the attitude of small and medium-sized businesses towards it. And for some businesses, Yandex.Direct is the main or even the only channel for attracting customers.

Yandex.Direct operates with ads. Display zones are divided into "Search" and " Advertising network Yandex (YAN). In search, ads are shown only in response to a user request. In YAN, impressions are determined by the theme of the site and the user's search history.

Ad impressions are based on a price auction. Those who offer a higher bid per click show their ads in higher positions. Higher positions allow you to get more clicks.

To avoid price wars (more precisely, to reduce their intensity), determining the position for showing an ad is also influenced by the quality of the ad and its click-through rate (CTR).

Position, CTR and bid mutually influence each other. Other things being equal, a high CTR allows you to lower your bid. A bid allows you to achieve a higher ad position. A higher position allows you to get a higher CTR faster.

In fact, all work on an advertising campaign comes down to the competent selection of keywords (user requests), compiling attractive ads and working on the CTR of both each ad and the entire advertising campaign as a whole.

Terminology used

Virtual business card - page with contact information advertiser, which is shown to users when they click on the "Address and Phone" link and/or the title of the ad.

Advertising campaign - an advertising event designed for a certain period, geography of impressions and budget, within which ads are shown. The term can mean as the actual advertisement individual product or services, as well as the ad management unit in the Yandex.Direct interface. The limit of one advertising campaign for Yandex.Direct is 1000 requests.

Click through rate (CTR) is the ratio of the number of clicks on an ad to the number of its impressions, measured as a percentage. We can say that this is the efficiency factor (coefficient of performance) of the ad, which determines the effectiveness of its work. The higher the CTR, the more the ad matches the request and the lower the entry price for guaranteed impressions or special placement will be for you.

Keyword (“request”, “keyword”) is a word that carries a significant semantic load. It serves as a key when searching for information on the Internet or on a website page. An advertisement is shown to a visitor if the specified keyword is found in his search query or on the site page.

Negative keywords are words that, for queries with which advertisement will not be shown.

Link (URL) - the address of a website or page on the Internet. For example, a link included in an ad that leads to the advertiser's website or to a page that contains contact information provided by the advertiser.

Targeting is a mechanism that allows you to select from the entire existing audience only that part that meets the specified criteria, and show ads to it. Targeting by time of day and days of the week - time targeting, by geography of impressions - geographical, or geotargeting.

Cost per click (“cost per click”, “bid”) is the amount deducted from the advertiser's account for a click on his ad.

I will make a reservation right away, I do not think that all 100% of advertising agencies on the market are non-professionals. Not at all. However, let's see why going to an agency might not be the best solution.

From January to June 2012, the volume of the Internet advertising market amounted to 24 billion rubles. according to ACAR.

According to RBC, Yandex's consolidated revenue for the reporting period reached 12.67 billion rubles.

As he said at a press conference in Moscow financial director company Alexander Shulgin, the basis of Yandex's business is contextual advertising, which brought 89% of all revenue.

Revenue excluding remuneration to partners amounted to RUB 10.54 billion.

Simple arithmetic shows that the partners received 2.13 billion rubles. (about 17%). The vast majority of partners are just advertising agencies.

Ideally, it attracts a customer who needs to organize effective advertising on the Internet. Together with the customer, he draws up a media plan and selects tools that will be effective for promoting his business. Calculates the advertising budget and agrees it with the customer. Helps the customer to identify target audience. Creates and maintains advertising campaigns, periodically reporting on the results and making the necessary adjustments. Helps the customer to create offers and come up with promotions. Consults, trains, gives recommendations to the customer. But this is all ideal.

How does this happen in most cases (on the example of contextual advertising)?

The customer is in the flow. After all, the streaming method is the most profitable. What is a stream? This is when some average customer is taken as a basis and an average set of actions is carried out for him. The result in most cases is also obtained ... averaged.

It looks like this:

- the customer fills out a brief;

- an agency specialist hastily selects keywords (not very carefully, there is no time for this, the flow is the same!);

- based on the selected keywords, a media plan is quickly compiled (at least 30% is added to it from above, just in case; the percentage depends on the decency of the agency);

- the account manager of the agency (if any) sends the customer a standard contract and issues an invoice based on the media plan;

- if the amount suits the customer, the contract is signed;

- at the end of the agreed period, the customer receives a beautiful report and an increase (or non-increase) in sales.

As a contextual advertising consultant, clients periodically come to me after serving in advertising agencies - both small ones, up to 10 people, and large ones, represented by well-known market players. Requests from clients are standard: "Help improve advertising, for some reason it does not work, and the agency is no longer interested in us."

What do you think, what is the main complaint of clients who have left agencies?

That's right - dissatisfaction with cooperation.

And you can understand this dissatisfaction. The point is this.

The agency (contextual advertising) has a certain number of staff. These can be contextual advertising specialists, account managers, sales managers, as well as accountants, system administrators, programmers, designers, layout designers, secretaries, and even cleaners and security guards.

They all need to be paid.

Firstly, this is the agency return from Yandex (in the case of Yandex advertising services), which mostly depends on the number of clients and the size of the budget of each client (the more clients and budgets, the more the agency will earn).

Secondly, it is income from the provision of various related services (web analytics, audit of advertising campaigns, etc.).

Suppose Romashka LLC has an online store that is in dire need of an influx of customers. Advertising budget - 100 thousand rubles. (for many small online stores, this is a lot).

If our "flower" LLC agreed only to Yandex.Direct, then the agency from the budget 100 thousand rubles. will receive a refund of about 13 thousand rubles. (before taxes).

Think about how many clients (and which ones) an advertising agency needs to feed a small army of its employees, while leaving the owner the opportunity to purchase at least a third series BMW?

It is quite logical to assume that customers need as many as possible. But how many clients can a contextual advertising specialist of this agency pull?

The Yandex client department has a standard of 30 clients per department specialist.

There are about 22 business days in a month. How much time do you think a contextual advertising specialist is willing to devote to advertising campaigns for one client? And to do it effectively? And if “your” specialist falls ill or goes on vacation, will his partner (who also has 30 clients) effectively conduct your advertising campaign without harming his clients? Questions are deliberately left open.

The agency needs a flow of clients with money. And as long as customers are satisfied with fast average results, everything is in order. But if the customer has a problem, then it is often easier for the agency to find a new, less picky client than to “mess with the problematic one”.

Yes, there are exceptions. Yes, the more money you bring to the agency, the more willingly they will deal with you and solve your problems. But you must admit, this is not for the masses. Not all business leaders are ready to lay out at least 100 thousand rubles. per month for contextual advertising.

From this situation, the following conclusions can be drawn:

- If you have a small (by the standards of the agency) advertising budget, you are of no interest to anyone and can only rely on your own strength.

– If you start loading agency employees with requests and constantly pulling them, you become a “problem client” (and if you also have a small budget, then it’s generally easier to “fire” you from clients).

– If you, having received a beautiful report and not seeing the promised increase in sales, start to find out something from the agency, you again fall into the category of “problem clients”. And again, it is easier for most agencies to find a replacement for you than to waste time on you (to the detriment of the time devoted to “normal clients”).

It should also be noted that no agency guarantees you sales. They can promise you.

But you will get traffic, clicks, transitions to the site, “hot audience”, “interested visitors”. This is what is written in any contract between you and the advertising agency. Your business needs sales! Oddly enough, there are several examples on the market that the current situation advertising agencies(or their representatives) don't like it. For example, in 2012, a couple of “confessions” were made that made noise:

And even the statement of one web studio (which, among other things, is engaged in online advertising):

“We have long come to the conclusion that it is impossible to produce a quality product on a stream. We work in the field of Internet marketing, and for most companies in this market, it all comes down to the usual optimization and buying links.

For the past 3-4 years, everyone has been stubbornly saying that it is necessary to change, to approach the client individually (even the leaders of link exchanges), but after conferences, 99% of Internet agencies continue to force the technology of issuing manipulation. But only.

After all, in order to change the approach, you must first change yourself: your employees, technology. Rethink everything and implement an integrated approach.

For large companies, these are huge losses and, most likely, a complete renewal of the team. Without guarantees of at least a return on payback or previous profits ... "

Understanding all these subtleties is [un]pleasantly sobering, isn't it? And this is good. Because it's time to move on to the next chapter and find out what no ad agency in their right mind would tell you.

But first I want you to understand one thing. I wrote all this about advertising agencies just so that you can clearly understand how this business works from the inside. After all, this will greatly simplify your search for agencies and further interaction with them.

And you will have to look for an agency or a specialist. Simply because the leader should deal with strategy, not tactics. Work on the business, not in the business.

If the director of the bus fleet personally drives each bus, the fleet will soon cease to exist. There will be only one single bus for the sleepy and irritated director.

Therefore, everything that can be delegated should be delegated. In the case of contextual advertising, now you can do it as competently as possible.

Chapter 3

Just as an experienced salesperson doesn’t sell you a product, but sells you feelings, emotions, and results from a product (that will appear if you buy it), an advertising agency under the guise of “increasing sales and increasing profits” sells you clicks, conversions, traffic, and “hot audiences”. ". But you need a specific profit, right?

Let's look in terms of numbers, what is profit. There is a basic profit formula. There are several variations of this formula, but the one by Dan Kennedy is the most interesting. Its formula looks like this:

Profit \u003d M x sales volume,

while M is the margin,

and sales = number of customers x average revenue per customer.

In its turn,

number of clients = L x Cv,

where L is leads (leads), that is, the number of potential (who learned about you, visited the site or store, called) customers;

Cv - conversion rate (how many of those who learned about you potential clients turns into real ones, measured as the ratio of buyers to visitors).

Average revenue per client = $ x #,

where $- average check amount(how much does one successful client bring to you on average);

# – number of transactions(customer purchases for the period, in fact, these are repeated purchases).

In total we get:

Sales volume = L x Cv x $ x #,

and the full formula looks like this:

Profit = M x sales = M x leads x Cv x $ x #

Why do we need all these mathematical somersaults? So we come to one very simple conclusion that business representatives lose sight of, and employees of advertising agencies hush up with all their might: contextual advertising (and any other advertising, and not only on the Internet) is just a tool for influencing a single coefficient of the formula - on the leads.

Agree that this is a bit grounding from the heights of fantasies about the fabulous profits that can be earned with the help of effective advertising (“Now we’ll find a cool agency or specialist, they will make a cool advertisement for us, and the money will flow to us like a river!”).

And if at all subsequent stages there is a mess (managers do not pick up the phone, couriers are late, there is no goods in stock, sellers are rude, the service is disgusting, after the sale the client becomes uninteresting, etc.) - your entire advertising budget will go to waste.

Cynical contexters (people involved in contextual advertising) even have a special term - "drain the budget." And after all, they “merge” (the more they “merge”, the more Yandex will return to them in the form of an agency refund)!

But at the same time, for example, if you are working on increasing the conversion on the site (the Cv coefficient in the profit formula), then by increasing the conversion by 1%, say from 3 to 4%, you will increase the total sales by more than 30%.

This is exactly the case that Jay Abraham calls leverage (a tool for growing a business exponentially). This is simple math and statistics - and perhaps the biggest business illusion. After all, according to the basic profit formula, you can increase the profitability of your business in less costly ways (and often without a budget at all or with minimal costs).

Chapter 6

It would seem, what is there to think? Your product.

- The first thing that comes to mind is a specific product. For example, iPhone 5.

- The second is a group of goods classified according to some attribute. For example, "apple technology".

Third, the shop itself. For example: "Shop Apple technology No. 1" or "We have a wide range of and low prices.

- Fourth - specific actions. For example: “Only with us, when buying an iPhone 5 today, you get a case + free shipping as a gift.”

- Fifth (and most interesting) - content (as an element of two-step sales). For example: the article “How to choose the right iPhone”, an e-mail newsletter: “iPhone without secrets”, a fan blog of a certain model or the same group in social networks, etc.

At the same time, the lowest efficiency in sales is given by store advertising and commodity group. The most effective promotion of promotions, and with specific products.

For example, if you search for "iPhone 5" and see two ads at night:

The best cell phone store. All models in stock, wide range, low prices!

Apple iPhone 5. iPhone at night 5 cheaper! Free delivery in the morning + gift.

Which ad will you click on?

At the same time, we are not talking here about the fact that only a few are able to work with two-step sales in Runet. And so advertising content can give unexpectedly high efficiency. Of course, if you build such a work correctly (but this is a separate long conversation that could form the basis of another book).

We are also not talking about the fact that your move will not be entirely clear to competitors. They'll just think you're crazy, burning through your budget on some free stuff. By the way, this is one of the methods to get out of the competition. You simply will not be considered a competitor. (Meanwhile, at later stages, you will be able to sell the same as competitors, but more expensive. What is most interesting is that they will buy from you, and not from competitors.)

Mistake No. 3. "Failure to comply with the ODC principle"

There is one interesting principle. It describes the universal formula for any truly effective advertising message according to all the canons of direct marketing (direct response marketing). It's a principle Offer - Deadline - Call-to-action, ODC.

On the basis of this model, the vast majority of promotions in foreign online stores are built (and there, for a number of reasons, promotions are held constantly, one after another).

What is this principle?

offer- this is your "tasty" offer. And these are far from banal discounts that work worse and worse. The offer can be tangible (flash drive as a gift) or intangible ( free shipping) incentive to buy. Or in the form of providing a discount after fulfilling the conditions (“buy three - the fourth as a gift”). In fact, this is the reason to buy from you.

dead line is a limiter. It has long been noticed that advertising without a limiter is not so effective. You can limit by time (“until tomorrow morning”), by quantity (“only the first five orders”) or in a combined way (“the first five orders until tomorrow morning”). This is a good reason to buy from you right now.

call-to-action- literally this is a call to action: “buy!”, “Come in!”. All this, oddly enough, works and significantly increases the response to advertising.

Ryan Hailey, a copywriter specializing in PPC ad performance, conducted a two-year study and found that the most clickable ads were those with a call to action. The Yandex analytical group also came to the same conclusions.

See, for example, the books by Igor Mann “Marketing Without a Budget. 50 working tools” and Alexander Levitas “More money from your business. Guerrilla Marketing in Action.

The literal translation from the English combination ".com" - "dot com".

End of free trial.

The other day, a very interesting book turned out to be in my hands: Vasily Smirnov "Profitable Contextual Advertising". I think every active online entrepreneur (and not only) is interested in this question.

Moreover, the subtitle of the book is: « Fast way attracting customers using Yandex.Direct". That is, the book is not in a complex about contextual advertising, the author proposes to go deeper into the intricacies of advertising in the Yandex search engine.

At first, I was frightened by the relatively small volume of the book - 170 pages. Recently, something the authors have ceased to please with volumes ...

But this book is an exception, since Vasily decided to go the way of "briefly, in fact, aptly and usefully." Without water, ranting, a clear guide to action.

And the book drew me in. I can say with absolute certainty that I learned a lot about how to actually make effective and profitable contextual advertising.

I often hear from different people the phrase "Contextual advertising does not work, it is very expensive." Vasily tells in detail why it doesn’t work for others and gives clear guidance on how to make it work for you, on the contrary.

The book was published by Mann, Ivanov and Ferber.

As the cover of the book says, Vasily Smirnov is a consultant on contextual advertising, landing pages, increasing conversions and profits on the Internet.

Collaborated with CenterTelecom, Independent Media Sanoma Magazines, Imkhonet, Kuponator, Fast Lane Ventures, etc.

After reading the book, I decided that Vasily is really an expert in contextual advertising: he does not pour water from one source to another, but gives clear guidance, explaining each of his thoughts and backing it up with concrete facts.

What is useful in the book?

In general, I highlighted many useful thoughts for myself, here are just a few of them:

• The effectiveness of contextual advertising is specific sales, not traffic. Example – A 1% increase in conversions can increase sales by 30%.
• Yandex.Direct is not only an advertising channel. It's a great way to quickly and very cheaply test any of your offers before you go and run a full-blown ad with a big budget.
• The most clickable ads contain a call to action
• No need to bet on direct selling ads - testing two-step sales through the offer of information
• The worst idea in contextual advertising is to bring people to the main page
• According to the reports of various organizations, the share of fraudulent clicks is 20%

• Scheme of the correct selection of keywords (in the right sequence) for the subsequent campaign
• Request selection matrix on the example of the business "Mitsubishi Dealer"
• The 4 main building blocks of an effective ad
• 5 forbidden tricks for writing ads
• 29 words and phrases to avoid in ads
• 20 words that boost ad clicks
• 11 elements of contextual advertising for testing
• Step-by-step universal scheme for testing contextual ads
• Checklist for creating an advertising campaign in Yandex.Direct

And many many others!

Each theoretical block in the book is accompanied by a specific practical task- so that "Profitable contextual advertising" is not only interesting to read, but you also want to immediately assimilate and consolidate the knowledge gained.

I liked the idea of ​​the book that you should not trust specialized advertising agencies to conduct contextual advertising, as they work on a “flow” - each manager can have 30 clients to accompany, which means that your contextual advertising will not be handled as scrupulously as costs. Conclusion - the advertising budget merges.

It is much better to learn all the subtleties yourself and conduct a campaign with your own hands. The book will help you with this.

And now for tradition...

10 quotes from Vasily Smirnov's book Profitable Contextual Advertising:

1. “Advertising cannot increase sales. Advertising can only increase the number of hits.”
2. “Context advertising is the fastest crash test real life. Or your ads sell - or you "drain" the budget "
3. “To check two variations of the same ad, you need a maximum of two days, not two months - like you would check two variations of an ad in a monthly magazine”
4. “You only have 5-10 seconds to stand out from the crowd of competitor ads”
5. “The worst idea in contextual advertising is to bring people to the main page”
6. "Text for e-commerce is a salesperson substitute"
7. “No matter how much you ask for your product, it will always be “expensive” for a person”
8. “If you sell vacuum cleaners in Novosibirsk, you don’t need to advertise them in Moscow”
9. “The key to successful advertising is to be in the right place at the right time”
10. "CTR - the atomic bomb of contextual advertising"

Hello, friends! Everyone needs profitable Yandex Direct contextual advertising for beginners, otherwise why spend money on it.

Contextual advertising Yandex Direct for beginners, learn how to work in it

The more you work on the Internet, the more you understand that you cannot do without advertising, including contextual advertising. And depending on the correct use of the advertising tool, including profitable contextual advertising in its work, the success of the Infobusiness also depends.

But not everything is so simple, there are a great many advertising channels on the Internet. And sometimes using only advertising channels, it is clear that there is no result, only wasted money. You start looking for and applying other advertising channels until you find a working option.

A few months ago, I started using teaser ads to promote InfoBusiness affiliate links. At first, I was pleased with the results, there were many clicks on affiliate links, and for ridiculous money. A few weeks passed, the results ceased to please. More than 5,000 clicks were received and not a single sale.

Deal of course, not in the service. As I later found out, teaser networks are well suited for entertainment advertising, but they are not suitable for the Infobusiness theme.

One of the most effective advertising tools on the Internet is Yandex Direct contextual advertising, it is the most profitable. By the way, you can download free book « step by step plan launch profitable contextual advertising on Yandex Direct" or take a practical training on Yandex Direct for participants affiliate programs and online stores.

The blog pages contain several articles on contextual advertising, which is often profitable in the Infobusiness. Among them is Yandex Direct contextual advertising for beginners. If you want to see previous articles on this topic, you need to go to the article page "". At the end of the article there are links to all articles on advertising topics. Searching for articles individually without knowing their titles will not be very convenient.

In this article, I would like to present to readers the work of one of the well-known and authoritative experts in the field of Yandex Direct contextual advertising, Ilya Tsymbalist. Many on the Web know Ilya, those who do not know him can see the information here.

In this article, I would like to present a free video course on profitable contextual advertising in Yandex Direct from Ilya Tsymbalist "Course on contextual advertising."

Despite the fact that the course is free, it is of very good quality, presented in a simple and understandable language.

It is simply impossible to start working in contextual advertising from Yandex Direct without training, otherwise money will be wasted. You can't just come and advertise here. Therefore, knowledge is required to start working with this effective advertising channel, and then profitable contextual advertising will be effective.

I will not list the issues covered in the training. There was a lot of information about working with contextual advertising in Yandex Direct in previous articles. I can only say that in a three-hour course you will be taught terminology, the correct selection of keywords. You will write your first advertisement. You will be taught how to spend your advertising budget correctly and efficiently, as well as analyze the completed advertising campaign. All steps will be taken together with the author.