Pros and cons of contextual advertising of the site

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As you know, contextual advertising is one of the types of Internet advertising, which is understood as the dynamic placement of an advertisement on a page of a site depending on the subject. There is also such a type of contextual advertising as contextual advertising in search. It is displayed in the search engine results for a particular request. Let's consider all the secrets, pros and cons of contextual advertising in this article.
Contextual advertising: advantages
You need traffic to your site - here and now. Search engine optimization of a site is currently the most effective tool of Internet advertising, however, it takes time to achieve the desired results - it may take several months of work. It is better to use contextual advertising if the site is not at all ready for search engine optimization, but traffic is needed right now. If you are in no hurry, then you can safely use SEO and SMO technologies ( promotion of sites in social media).
You have one goal - converting site visitors into your buyers. Thus, contextual advertising is shown to online stores when the product is sold online and you can order it by filling out a form. In this case, your main and only goal is to increase the number of buyers. But the more goals you set for your site (for example, to increase the company's recognition in the Internet environment), the more complex the scheme for achieving them becomes, which means that in addition to contextual advertising, a whole range of tools will be required.
You offer a product or service that Internet users are already interested in. Contextual advertising in search is useful when your company's products or services are well known in the market, and Internet users are luxembourg telegram data already looking for them on the Web. In order for the company to have good results, it is necessary to attract hundreds of visitors per month. And for this, you need to be searched for by thousands of search queries.
Contextual advertising: disadvantages
Your company's profit is not very high yet. Do the math yourself: the average price per click in different topics can be around $1-2. There are highly competitive categories where the price per click can be $7-10. Let's assume that the conversion (the ratio of submitted requests for a period to the total traffic for the same period) is 2.5%, and every 40th click will result in a sale. And if this deal brings your company less than $40-80, you should think about whether your profit covers these expenses.
You offer a completely new product or service. Let us explain the logic: if you have developed a completely new product or service, then your consumers do not know anything about them yet, which is quite logical. In order to present a new product to consumers, you need to interest them (for example, with advertising in social media, banners, etc.). In this situation, contextual advertising in the search will not bring the desired effect, and the investment will not be justified. Contextual advertising works “excellently” in the field of goods that are already well known to Internet users.
High competition in your business sector. Contextual advertising does not work in this case because the cost per click in a highly competitive topic will be very high. The only way out is to use SEO and other types of advertising in combination, as well as constant work on the site to increase the conversion rate. A set of measures will help you cover different target audience groups with your advertising and thereby achieve maximum returns.
Your target audience is offline (not online). If your products and services are not searched for online, then the chances of winning the attention of Internet users are close to zero. In this situation, you should turn to traditional types of marketing and advertising.