5 useful tools for contextual advertising professionals


    Posted by Petr Abroskin, Director of Technology and Analytics, Internet Agency at ArrowMedia (Kokoc Group).

    A tool for the selection of keywords Keyword Tool

    allows you to understand what is actually searches a given user, and depending on it to choose keywords that are relevant to the campaign. Query data comes from Google, YouTube, Bing, and AppStore search suggestions.

    Thanks to the service, you can remove irrelevant words from advertising campaigns by reducing the number of ad impressions for an inappropriate audience.

    The service also helps optimize and promote mobile applications in the App Store. For example, you can edit the name and description of the application so that it can be easily found by users' search queries.


    Tool for preliminary backing and cross-backing of keywords “py7”.

    Backing up of words” is a common action in contextual advertising. You analyzed the prompts for user requests in search engines and came to the conclusion that for some of them you do not want to show an advertisement. For example, you don’t want to show ads for “buy a bike photo.” Therefore, you need to “otminusat” the word “photo”, that is, tell the system so that it does not show an ad for a request containing it. Thanks to the service, you can:

    • Choose backing track depth;
    • Take into account morphology;
    • Normalize words and remove duplicates .

    Another feature of the service is the ability to add negative keywords manually, creating a single list for each word. This is true if the negative keywords for the account exceed the permissible limit in the "Direct". There are such topics in which there are many irrelevant words, and they definitely need to be отminusized ». At the same time, Yandex has a limit on the number of characters that can be used to add negative keywords. The way out is to add negative keywords to another entity, that is, not for the entire advertising campaign, but for the keyword.


    Continuing the topic of negative keywords - HTraffic service

    The service adds negative keywords to Google AdWords in all declensions. Why is this needed? For example, your client only sells and not rents apartments. In this case, the keyword “rent” should be added to the keyword “apartment in Moscow”. That is, at the request "rent an apartment in Moscow" your ad will not appear. But users who have typed in the requests “rent an apartment in Moscow” or “rent an apartment in Moscow” will see it. This is a feature of AdWords that does not understand the word forms of negative keywords. This service solves the problem, allowing you to automatically add negative keywords to the advertising campaign in all declensions.


    Tool for coupling the words' the Keyword "

    Before the start of the advertising campaign, a list of keywords is compiled, according to which users will see the ad. If we talk about online stores, then most often the keywords consist of the name of the brand or product and selling additives, for example, “buy”, “order”, “online”, “store”, “delivery”. Since this is not about one product, but there can be many selling additives, manually combining these words is a long time. The “Keyword Generator” service automatically concatenates words into a ready-made keyword by which you can make an announcement.


    Excel Plugins

    They allow you to almost instantly put utm tags for ads in Yandex.Direct. If you want to see the effectiveness of contextual advertising in Google Analytics, you need to add a utm tag to each ad, that is, specify in each link the parameters that will be transferred to the analytics system. Someone tags each ad manually, someone uses special scripts. But the first and second options take a lot of time. And plugins allow you to complete the task almost instantly. You can include any dynamic parameters in them . And, importantly, plugins are added to the Excel worksheet as a tab, so they can be used in the current campaign load files.


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