Contextual advertising is a combo of context and media. It works on the following principle: when you enter a query, the system remembers the user’s data and then shows him the ads for the desired product while browsing sites or any content.
Types of Contextual Media Advertising
The variety of formats is one of the main advantages of contextual media advertising:
- Banners. The most popular type of ads. A banner can be of any size and located on the side, above the header of the site, directly in the text. There are banners of different configurations: with animation, imitating messages in social networks, etc. So any business from a modern casino at https://www.playamo.com/de to an old-fashioned theater can create perfect banners and attract new audiences.
- Video ads. There are several options for placement: native video in the content is played automatically when the page scrolls to a specific place. As a rule, it runs without sound. Video ads can also be placed in streaming videos (YouTube video ads are the most prominent example) and in applications.
- Branding. A complete redesign of the page according to the corporate style of the advertiser’s company. Preparation of such advertising requires careful preparation, but the effect is impressive.
The place of placement of such advertising is the contextual-media network of Google, which covers 90% of the Internet space, namely more than 2 million websites, mobile applications and video previews.
Advertising in Google CMS
Advertising in Google CMS allows you to reach potential customers directly, for example. When they roam the sites, watch videos on Youtube, play a game on your phone, or just check your email in Gmail. Advertising effectiveness and wide coverage is ensured by properly configured targeting.
Advantages of advertising in Google CMS:
- Generation of ads with partial automation: you need to type text, choose the right images, upload your logo.
- Possibility to show interactive advertisements with CTA.
- Numerous formats and targeting.
- Campaigns can be optimized for specific business tasks.
- Advertising effectiveness is measured in real time.
Sites included in Google’s CMS are checked in advance for compliance with the terms of cooperation, which excludes resources with low-quality content, or those with only advertising publications.
Targeting in the CMC Google
Ads in the CMS Google can be shown to a specific audience, selected according to pre-set criteria, or on thematic resources with similar types of content.
Remarketing can be used to bring users back to the site. This is a special type of targeting. It can be used to remind the user of their product and get them back into the sales funnel or motivate them to make a purchase.
Formats of advertising in CMS:
- Text. Besides Google search, it’s also possible to place ads in CMS AdWords.
- Graphics. For graphic ads you can use images from the gallery of the service, or upload your own. AdWords can create such ads in HTML5 format. Graphics and text are combined to form another format: text-graphics.
- Videos. Ad videos are more informative and impactful. But they need to be very creative to hook the user.
- Multimedia. This format can include ads with video, animation, or with text and animation. To create them, you can use AdWords media ads. Or download them from an external service.
Ads are automatically stitched into the environment of any CMS site thanks to AdWords’ Adaptive Ads technology. You need to enter text, provide a link to go to, and select an illustration. The system will generate the ad itself, adapted to the parameters of the available advertising space on the site.
The objectives of placement in the CMS:
- Increase recognition. Contextual advertising and its visual clings to the user better than text ads in search without images.
- Refresh the audience. Advertising in the CMS anticipates the desires of potential customers, offering him products and services that he is likely to be interested in.
- Encourage customers to come back. The remarketing technique, as mentioned, helps to remind them of their product.
The Main Advantages of Contextual Media Advertising
On partner sites Google, advertising in different formats can be shown. It all depends on how much space the owner of the site has allocated for placement. Vertical and horizontal banners, square modules, teasers can be displayed.
Another important point: clicks in the CMS Google are cheaper for the advertiser than clicks from the extradition pages in search. In search ads, the audience has a greater willingness to make a purchase. Advertising on websites will have a lower conversion rate because people go there looking for information, not products. On the other hand, if the ad hits the right customer, the advertiser gets the targeted visitor (probably also the buyer) much cheaper than from the Google search engine.
Summary
Each type of business has its own specifics. Advertising in CMS Google can be effective, but only if you adapt the specifics of the advertiser to their criteria. Knowing the strengths of a product or service, present them in a favorable light with the help of advertising in Google.