Many people are interested in: "What is contextual advertising?" This is an advertisement, the purpose of which is to attract new customers to the site. It must comply with the current regulations and laws of the Russian Federation, primarily the Federal Law of the Russian Federation "On Advertising". According to it, it is not allowed
- inappropriate advertising - violating Russian legislation, for example, containing obscene language, calls for violence, etc.;
- unfair, i.e. defaming competitors;
- false advertising - directly or indirectly deceiving a potential client.
In addition, each Internet platform can dictate its own conditions for placement regarding the subject matter, design, and even punctuation marks.
There are topics that are allowed to be distributed on the Internet, but with compliance with certain rules. This includes advertising lotteries, medical activities, financial services, if the advertiser can provide licenses and certificates. In addition to them, for Yandex you will need to fill out a letter of guarantee. Search engines put forward specific requirements for ad design:
- Character limit. On Yandex.Direct, the ad text should not be longer than 75 characters, and the title should be 33. On Google AdWords: two lines of text with 35 characters and 25 for the title.
- It is unacceptable to use superlative adjectives, phrases like "the best", "the lowest".
- The sites have restrictions on mentioning registered trademarks. Moderators have the right to disable the broadcast of ads with brands. But this rule can be circumvented by writing the name not in English, but in Russian, for example, Nokia instead of Nokia.
- Google has introduced a restriction on the use of an exclamation mark in an ad: it cannot be written in the title, but it can be written in the text, but only once. It is also prohibited to use words that encourage action: press, click, call, etc.
- The ad should not contain contact information in text: phone numbers, ICQ, e-mail, etc. This type of information is added in the form of an organization card, maps, additional links, virtual business cards.
- Of course, it is necessary to observe grammar and punctuation, write without typos and with all the necessary punctuation marks.
What should be the ideal ad?
Attractive, understandable and enticing to click! There are techniques that can make the ad more clickable.
First of all, you need to choose the right ad type for the product or service. There are two of them: for search and for thematic networks. The first is aimed at the user who enters a specific query, wanting to get a relevant answer. The text of such an ad should be as informative as possible so that the person clicks on it, and does not continue searching.
Thematic advertising is placed on the page of partner sites of advertising platforms, if the subject matter matches. It is shown as additional information to the main content, and is in the user's sphere of attention. The ad should be bright, attractive.
The whole essence of the offer should be clearly and distinctly expressed in one or two phrases. An effective ad contains only one key query. But you can customize the ad for a group of similar keys, which will not reduce relevance. You also need to list the advantages of your company. This is delivery, service, guarantees, a large assortment, your own warehouse, etc. Indicating the price will increase conversion. Enticing words like “gifts”, “special offer”, “free”, “promotion”, “sale” will help attract attention. The main thing is that it corresponds to reality. You should not use incomprehensible abbreviations, symbols, numbers, words (for example, the product code according to the catalog) - this irritates people. As for the design, the sites do not welcome writing words in capital letters, using spaces between letters. Conclusion: the ad text should be informative, short, concise, and clearly correspond to the user's requests.