Contextual advertising settings

"Basic" tariff $300

Target audience analysis
Selection of up to 100 keywords (agreement with the client)
Up to 5 text ads
Search campaign settings
Basic remarketing
Setting up conversion tracking systems
Monthly report and basic monitoring

"Optimal" tariff $400

Audience analysis and market segmentation
Up to 200 keywords (with LF queries)
Up to 10 ads (text and banner; banners — from the client)
Search, remarketing campaigns
Performance Max settings
Advanced conversion tracking
Weekly analytics and recommendations

The "Advanced" rate is $600

Market, competitor and target audience analysis
Over 300 keywords (with niche queries)
15+ ads (text, banners, videos; materials from the client)
Complex strategies with Performance Max
Product Feed Optimization + Merchant Center
Full conversion setup
Continuous analytics and campaign optimization

Order a free advertising audit

@denys_ki

+38 (066) 188 99 36

we.are.necessary.people@gmail.com

Working hours in Kyiv:

Mon-Fri 10:00 - 18:00
Sat-Sun days off

Answers to constant questions

Contextual advertising

The manager creates a WhatsApp/Telegram/Viber chat and adds our specialists.

- Next, they send/reset the details for prepayment (which we discussed earlier).

- Next, the team asks questions about the project and requests access.

- After you have answered all the questions, the team does a detailed analysis (takes about 1 day).

- Then they send the work plan.

- etc.

If you have questions or something is not clear, write in the general chat, the team will always help you!

Payment can be made from any country in the world. Our company works on a prepaid basis, but under different conditions. 1. Payment through the freelance exchange. (50% advance payment, the remaining 50% after 15 days of work) 2. International transfer. (100% advance payment) 3. We are an LLC, payment according to the contract. (100% advance payment) 4. Other options. We always go to meet the client and find the best payment options.

Contextual advertising provides high-precision targeting, allowing you to show ads to users who are actively searching for products or services related to your offer. This helps to increase the effectiveness of advertising campaigns and increase conversion, since the ads are seen by people who are potentially interested in them. Contextual advertising also provides a quick start and the ability to receive instant traffic to the site, which is especially important for new products or promotions. It provides flexible budget and campaign settings, making it affordable for businesses of all sizes.

The cost of placing contextual ads depends on many factors, including the competition for keywords, the quality and relevance of the ad, and the set budget. Prices can vary from a few hryvnias to several hundred hryvnias for each click, depending on the industry and the specifics of the target audience. The budget is determined by the advertiser and can be adjusted at any time depending on the results of the advertising campaign.

Contextual advertising is shown to users who are looking for specific information in search engines and is based on the relevance of the ad to the search query. Targeted advertising, in turn, focuses on the interests, demographics and behavioral characteristics of users on social networks and other platforms. The main difference lies in the targeting methods: contextual advertising is aimed at queries, and targeted advertising is aimed at the audience.

Contextual advertising is a type of Internet advertising that is shown to users based on their queries in search engines or according to the content of the web pages they are viewing. Such advertising is displayed in the form of text ads, banners or videos. The main goal of contextual advertising is to show an advertising message to those people who are interested in a product or service, that is, to those who are already looking for a similar offer on the Internet or are interested in similar topics.

Contextual advertising works as follows: when a user enters a query in a search engine or views content related to a certain topic, the system analyzes this data and displays relevant advertisements. The selection of ads is based on the keywords that the advertiser defines and the interests of the audience that it wants to reach. Advertisers pay for clicks on their ads (pay-per-click model, PPC) or for impressions (pay-per-impression model, CPM), depending on the strategy chosen. This approach allows you to effectively target the audience and attract potential customers who are interested in buying or receiving services.

Google Ads (PPC) — Strategy, Setup and Scalable Growth

PPC turns active Google demand into leads and sales within weeks. The workflow includes an account audit, architecture design, conversion tracking setup and campaigns mapped to intent: branded, non-brand, competitor and local. Bidding starts with Maximize strategies and graduates to tCPA/tROAS as data accrues; traffic quality is steered by negatives, audience signals and creative testing. Core KPIs: CPL/CPA, ROAS, top-of-page impression share, remarketing contribution and the split of branded vs non-brand conversions. Synergy with SEO lowers blended CAC and stabilises forecasting.

Account Architecture — From Intent to Campaigns: Search, Performance Max, YouTube, Display

Structure is built “intent-first”: separate branded/non-brand, distinct geos and categories, plus competitor campaigns when justified. In Search we prefer STAG (thematic ad groups) over legacy SKAG to speed learning with more signals per group. Performance Max fits eCommerce and multi-touch funnels; YouTube/Discovery drive upper-funnel reach and feed remarketing. Naming is standardised (intent–geo–bid strategy), budgets are managed via portfolios, and Experiments validate hypotheses without risking the main setup.

Keywords, Audiences and Creatives — Relevance That Wins the Auction

Match balance: exact for profitability, phrase for scale, broad only with strong negatives and smart bidding. Search terms are reviewed and cleaned routinely; negatives live at account and campaign levels. RSAs are tested in batches of headlines/descriptions, with pinning used sparingly for critical claims. We enable all relevant Assets: sitelinks, callouts, structured snippets, price, image, business name/logo and lead forms when appropriate. For PMax, high-quality creatives, clean feeds and accurate audience signals accelerate convergence and reduce CPA.

Conversion Tracking & Attribution — GA4, Tag Manager, Enhanced Conversions, Consent Mode v2

Conversions are defined in GA4 and Google Ads under unified UTM conventions. We implement Enhanced Conversions, Consent Mode v2 and, when needed, server-side GTM to preserve signal. Offline conversions from CRM (GCLID/GBRAID) are imported with event deduplication. Macro and micro goals are mapped so algorithms optimise for business outcomes, not clicks. Data-driven attribution reveals true channel contribution; dashboards stitch Ads ↔ GA4 ↔ CRM to evaluate lead quality, order value and repeat purchase behaviour.

Optimisation & Automation — Bids, Budgets, Seasonality and Traffic Quality

Begin with Maximize Conversions/Value, then shift to tCPA/tROAS once sufficient volume is reached. Budgets are managed as portfolios; apply dayparting and device/geo adjustments when statistically valid. In PMax we enable brand exclusions, build robust remarketing and look-alike lists, use seasonality adjustments for promos and data exclusions for anomalous periods. Search term and Asset reports guide what to scale vs pause. Goal: steadily lower CPA and lift ROAS without budget burnout, keeping performance predictable across weeks and seasons.

Playbooks by Vertical — eCommerce, Services, Local and B2B

eCommerce: Performance Max + Merchant Center (clean titles/attributes/GTIN), Shopping promotions, feed rules, dynamic remarketing and YouTube for Action to expand reach. Services: Search with exact/phrase, lead forms and call tracking as conversions, remarketing and Smart Bidding on qualified actions. Local: Location Assets, Google Business Profile sync, radius campaigns, calls/routes as goals. B2B: decision-maker segmentation, long-cycle optimisation on quality events (MQL/SQL), offline conversion import and nurturing content. Baseline KPIs: CTR, Quality Score, ConvRate, CPA/CPL, ROAS; advanced: top-of-page share, non-brand share, remarketing lift. CTA: send a short brief — we’ll deliver a media plan with budgets, CPL/ROAS forecast and a 4–8 week testing calendar.