How contextual advertising differs from targeted advertising

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Most companies promote their products and services via the Internet. Sales volumes directly depend on the effectiveness of digital marketing, primarily on advertising - contextual and targeted. To use both tools correctly, you need to understand the differences between them.

What is context?
Let's start with definitions. Contextual advertising, or context, is the ads that users see after entering a specific query in a search engine. For example, Vasily wants to buy a winter jacket. He enters the query and sees search results with links to online clothing stores. But that's not all. Vasily also sees contextual advertising. Let's take a closer look here.

Example of Rubix ad display on Search

*Example of Rubix ad display on Search

The user can see ads above or below the search results. There is another option. Ads can be placed in YAN — Yandex Advertising Network. This is more than 40,000 sites. These include Yandex and VKontakte services, including Zen, as well as many other resources. Let's go back to our example with jackets. Vasily, who was looking for a jacket during the day, decides to relax in the evening by reading articles from Zen. He goes to the site and sees an ad from an online clothing store. The seller offers Vasily to buy a warm winter jacket that will not scare any frost. This is how context works.

*Example of displaying Rubix ads in YAN

*Example of displaying Rubix ads in YAN

Since 2022, a lot has changed, including in advertising. Today, you can only set up promotion in Russia in Yandex. However, in other regions, everything is simpler. For example, a specialist from Russia can set up advertising bahrain whatsapp data through Google Ads for a company that promotes its services in one of the CIS countries. In any case, competition has increased, and attracting an audience has become more difficult. In order not to lose customers, it is worth entrusting the contextual setup to the wizards from Rubix. Our specialists know everything about online advertising and will bring targeted traffic to your site.

What is target?
Targeted advertising, or target, is aimed at those who may be interested in a specific product or service. Such ads are found in social networks - in the feed or in separate blocks. If contextual advertising is seen by users who have already searched for something, then targeting itself finds potential customers. To attract an audience with the help of such ads, it is not necessary to create a classic multi-page site or at least a landing page. Targeted advertising can lead the user to the company's account, its messenger or directly to the lead form.

Differences between context and target
Let's look at the main points to understand the difference between the two types of advertising.

Audience
The context is designed for "warm" and "hot" clients - those who are already interested in buying. The main thing is to set up the ad display correctly. Commercial queries "price", "buy", "how much" will help you reach users who are ready to make an order and get a high conversion. Contextual advertising is an excellent tool for promoting expensive goods and services, when choosing which a potential client compares different offers for a long time.

The goal of the target is to warm up an initially cold audience. To do this, you need to configure the parameters:

floor;
age;
birthday;
place of residence;
marital status;
place of work;
interests, etc.
Targeted advertising has large coverage, but low conversion compared to contextual advertising. Precise audience settings help improve the indicators.

*When you have correctly identified the target audience

*When you have correctly identified the target audience

Format
The main task of the context is to encourage a potential client to buy a product or order a service. Most often, companies use capacious text ads. There are also other formats, such as banners, videos, display advertising, etc. The content of the landing page should continue the content of the ad. Then the client will not get lost on the landing page and will perform the target action. If this is a multi-page site, the user's path to the desired product or service should be as short as possible. If Vasily is looking for a men's winter jacket, you should not direct him to the main page of an online outerwear store. Let the landing page be a specific section of the site or even a product card with a specific model.

And vice versa — the target must be bright and memorable. It is important to stand out among many other ads and hook the user. When creating targeted advertising, creativity comes first, and precise information about the product or service remains in the background. The ad must respond to the client's pain, be in tune with their needs, and subtly play on emotions.

Price
The higher the conversion, the more expensive the advertising. For this reason, context is more expensive than targeting. Let's touch on the topic of pricing a little.