aluation of the effectiveness of contextual advertising

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Evaluation of contextual advertising
Which contextual advertising is more effective – Google Adwords or Yandex Direct
According to data for April 2014, Yandex's share among RuNet search engines is about 61.9%, Google's share is 27.1%. The largest number of potential consumers still use the Russian search engine. However, Google's seriously increased popularity in Russia no longer allows us to ignore its potential as an advertising platform. An increasing number of advertisers place ads in the results of both search engines. They increasingly ask themselves the question of evaluating the luxembourg phone numbers effectiveness of contextual advertising.

Market experts are convinced that the effectiveness of contextual advertising depends not so much on the combined traffic of Yandex and Google, but on the correct selection of a platform for placing ads on a specific topic. As is known, the categories of users of the two search engines differ significantly. Yandex's audience is more interested in everyday problems and household issues; Google users are interested in cars, online earnings, modern technologies, electronics, HiTech, scientific research, cultural issues, economics, ecology, etc. As a result, ads in Yandex and Google bring different quality traffic for the same search queries.

For sites with one subject, it will be more effective to place ads in Yandex search results, for another - in Google, for a third - in Direct and Adwords simultaneously. In order not to make a mistake in choosing a site and not to waste money, it is necessary to evaluate the effectiveness of contextual advertising in both search engines.

Evaluation of contextual advertising
Traditionally, contextual advertising is assessed using specialized analytics services . Each search engine has its own: Google has Google Analytics, Yandex has Yandex.Metrica. The effectiveness of Yandex.Direct and Adwords is assessed using these counters. Both analytics systems display:

number of clicks on contextual advertising;
bounce rate among visitors who came via an ad;
number of views;
achieving the goals set by the advertiser ( conversion of contextual advertising: registration on the site, sending goods to the basket, etc.).
However, most experts agree that it is more convenient to analyze contextual advertising in Adwords and Direct using a single analytical tool - Google Analytics. In terms of functionality, it is currently unrivaled.

But even with Google Analytics, the assessment of the effectiveness of contextual advertising will be incomplete: after all, this counter tracks transitions only on the Internet. But what about offline responses? Statistics show that 50-70% of online store customers prefer to place an order by phone. Call tracking (analysis of call sources) with the UIS service will allow you to track the conversion of Yandex Direct and Google Adwords offline. The technology of automatic number selection on the site allows you to determine with 100% accuracy which advertising channel the calling consumer came from.

Don't waste your advertising budget
The call tracking and end-to-end analytics service will show the effectiveness of each source in terms of “from click to sale”.

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Which contextual advertising is more effective – Google Adwords or Yandex Direct
As mentioned above, only an individual assessment of the effectiveness of contextual advertising can help with the selection of the optimal platform for placing an ad on a certain topic. However, the contextual advertising systems themselves have their own advantages and disadvantages.

Advantages of Yandex.Direct.

Money is written off only for clicks from truly interested users - all other visitors are considered a bounce rate and are not counted.
It is possible to choose automated strategies for displaying ads: a fixed budget amount per week, the number of clicks per day, the maximum cost per click, etc.
The system allows you to buy special placement under the search bar.
It is possible to delegate all work on setting up and running an advertising campaign to certified Yandex.Direct partners without additional charges.
Direct's interface is much clearer and more convenient for Russian-speaking advertisers.
There is a possibility of multi-editing ads, eliminating the need to change the link for each advertising post manually.
Unlike Google Adwords, you can advertise in Yandex.Direct without a website - a free "business card" can replace it.
The "Target Call" function allows you to track phone calls from an advertisement in Yandex.Direct.
Benefits of Google Adwords.

The price per click on contextual advertising is approximately 2 times lower, since user queries in Google on many topics are also 2 times lower.
Geographical targeting allows you to customize impressions down to a specific point on the map (this is very convenient for advertising beauty salons, cafes, car washes, etc.).
In Adwords, you can selectively configure impressions on certain devices: PCs, tablets, mobile phones.
Keywords are assigned to an ad group rather than to each ad individually, making split testing easier.
Within one advertising campaign (group), you can post dozens of ads from one account.
Google Adwords allows you to expand the advertising potential of an ad with 10 additional links in rotation, Yandex.Direct - only 3.
The Google Display Network allows you to use not only text ads, but also graphic ads (banners, video ads) within one advertising campaign.
By integrating Google Analytics with the UIS call tracking service , you can conduct a full analysis of contextual advertising across all online and offline sources.