Context and targeting are among the most popular ways to promote goods and services on the Internet. However, their use continues to raise a lot of questions not only among beginners, but also among advertising market specialists. Let’s figure out what the differences are between contextual and targeted advertising, because the effectiveness of using these tools depends on this. To begin with, let’s consider both types of promotion separately, and outline their advantages and disadvantages.
Contextual advertising
This is a type of online advertising, in anhui telephone number data which the display of ads depends on the request or context of the page. It can be search and thematic. Search consists of displaying ads when entering certain requests. Thematic corresponds to the content being viewed , appears in articles or on the sidebars of online stores. This type of promotion has a number of significant advantages.
- Unobtrusiveness. Thematic ads are less irritating to the user.
- Efficiency. Payment is made only for the transition to the site.
- Targeting. Information is shown to people interested in a specific product or service.
- Speed. The result is noticeable immediately after placing ads.
- Manageability. Easily track the effectiveness of your campaign. If problems arise, you can change the settings at any time.
These are only the main advantages of such advertising. But there are also certain disadvantages. For example, this type of promotion has a fast cycle. The campaign works only during the period of posting ads. Therefore, you need to constantly top up your account. There is also a possibility of overspending the budget due to incorrect settings, but this danger can be eliminated by hiring a competent specialist.
Targeted advertising
This is online advertising aimed at an audience that is highly likely to be interested in the product or service being offered. A group of users that meet certain criteria is selected for its distribution. This includes, for example, gender, age, place of study or work, or any other information a person leaves on the Internet.
Using personal data, a promotion specialist can fine-tune the delivery of ads. For example, information about a new shopping center can be broadcast only to users living in a certain area. This approach has undeniable advantages.
- Launch speed. A specialist will create a campaign in half an hour. Moderation will take about the same amount of time .
- Personalization . You can launch a target designed for any audience.
- Accessibility. Even small entrepreneurs working in the b2b segment can manage to organize such a campaign.
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Quick adjustments: You can start with a group of test ads and then adjust them based on the results.
The main disadvantage of this type of promotion is working with a “cold” audience. A visitor can go to the site, but not buy anything. In addition digital accessibility: brazil has only 1% of websites with accessibility targeted advertising is harmed by the ongoing fight for privacy on the Internet. People are reluctant to leave their data, which affects the accuracy of ads.
Each type of promotion offers its own advantages, which significantly outweigh the disadvantages. Also, context and target have a number of differences, which determine the effectiveness of their use. Let’s dwell on this in more detail.
The main differences between contextual and targeted advertising
- The degree of warming up potential buyers. If we talk about contextual advertising, the client himself is looking for a product or service business leads he is mentally ready to make a purchase. Targeted advertising is designed for a “cold” audience. People are not looking for anything, they usually just communicate on social networks.
- Principles of selecting a target audience. When setting up the context, you need to correctly designate search queries. Then the ads will appear in front of potential clients. And for targeting, the characteristics of the client themselves are much more important. The better you study their habits, routine, and lifestyle, the greater the effect of displaying ads will be.
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Click cost. This parameter largely depends on the specific product or service, as well as the region of promotion. For example, in the capital, any campaign will be much
more expensive than in the regions. But usually a click on a contextual ad is more expensive. Which is understandable, because this is a “hot” lead , he is more likely to leave a request.
- Budget. For context, the budget depends on the cost per click, the number of search queries, and the competition in a particular area. Targeted advertising costs are determined by the size of the audience you plan to reach, as well as competitors’ bids.
- Services for setting up advertising. Target and context differ in the mechanism of action, so different services are used to set them up. If we talk about contextual advertising, Google AdWords and Yandex . Direct are best suited .
So what type of advertising is the most effective? There is no clear answer, everything depends on the specific situation. A strategy chosen, for example, to promote a hotel chain is unlikely to be suitable for advertising an online store selling bed linen. The main thing is to find a real specialist who understands advertising technologies.