What is contextual advertising
Contextual advertising is ads in search engines and on partner sites. You pay per click (PPC — Pay Per Click) and get targeted visitors who are already searching for your product.
Advantages of contextual ads
- Instant result — traffic right after launch
- Precise targeting — shown by keywords
- Flexible budget — from ₽1,000 a day
- Measurability — accurate ROI analytics
- Control — you can stop it at any moment
Yandex.Direct vs Google Ads
| Criterion | Yandex.Direct | Google Ads |
|---|---|---|
| Audience | Russia, CIS | Worldwide |
| Market share (RF) | ~60% | ~40% |
| Interface | Simpler | More complex |
| Minimum budget | from ₽1,000 | from ₽1,000 |
Types of ad campaigns
Search advertising
Ads in the search results:
- The hottest audience
- High conversion
- More expensive per click
Yandex Ad Network / Google Display Network
Banners on partner sites:
- Wide reach
- Cheaper per click
- Lower conversion
- Good for retargeting
Retargeting
Showing ads to those who already visited the site:
- Bringing visitors back
- High conversion
- Abandoned-cart reminders
How to calculate the budget
The formula:
Budget = Desired requests × Cost per request
Example:
- You need 50 requests a month
- Site conversion: 5%
- Clicks needed: 50 / 0.05 = 1000
- Average cost per click: ₽50
- Budget: 1000 × 50 = ₽50,000
Performance metrics
| Metric | What it shows | A good value |
|---|---|---|
| CTR | Click-through rate | 5–10% (search) |
| CPC | Cost per click | Depends on the niche |
| CR | Conversion | 3–5% |
| CPA | Cost per request | Under 30% of margin |
| ROAS | Return on ad spend | 300%+ |
Common mistakes
- ❌ No negative keywords — impressions for irrelevant queries
- ❌ One ad for all keywords
- ❌ No analytics and goals
- ❌ Not testing ads
- ❌ Sending traffic to the homepage instead of a relevant page
Cost of services
| Service | Cost |
|---|---|
| Campaign setup | from ₽20,000 |
| Management (per month) | from ₽15,000 or % of budget |
| Audit of current campaigns | from ₽10,000 |
Related articles
Conclusion
Contextual advertising is a fast way to get customers. But without the right setup the budget is wasted. We set up and run advertising with a focus on ROI.
Want effective advertising? Order an audit of your current campaigns or a setup from scratch.
