We study contextual advertising on our own: a large selection of materials

Hello, Habr! My name is Artyom Saigin, I’m doing “ I am a Marketer ”, a project where I talk about web analytics and digital marketing and make it all clear.

I made for you a large selection of materials for independent study of contextual advertising. These free materials will easily replace your paid courses.

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I note that the list of materials will be updated.
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Introduction to contextual advertising

• What is contextual advertising?
• Yandex glossary of contextual advertising .
• How contextual advertising works .
• The most popular terms for contextual advertising .
• How to create a Google Ads account .
• How to create an account in Yandex.Direct .
• A short guide for beginners on the types of advertising campaigns in Google Ads .
• Why do you see certain ads .
• KPI modeling in contextual advertising .

Market analysis

• How to analyze competitors before the launch of contextual advertising: step-by-step instructions .
• How to work with Google Trends: a complete guide for beginners .
• How to make a quick analysis of contextual advertising of competitors .
• Identifying the target audience online: a practical guide .

Media planning

• The basics of media planning in contextual advertising: the main steps .
• Budget forecast at Yandex.Direct .
• Forecast traffic, budget and applications in the Yandex.Direct .
• About the results planner in Google Ads .
• How to calculate your advertising budget in Google Ads .
• The Google Ads Conversion Planner helps you keep your budget low.

Structure of advertising campaigns

• Organization of account elements in Google Ads .
• Organization of ad groups in the account .
• The architecture of the account in Yandex.Direct .

Semantic core

• What is the semantic core and how to compose it .
• How to choose a semantic core for a site: six methods .
• Selection of the semantic core .
• How to compose a semantic core without resorting to a specialist .
• Classification and typification of requests .
• How to find out the keywords of competitors and collect other people's semantics .
• 16 services for working with the semantic core .
• Grouping key phrases for advertising campaigns - a detailed overview of methods .

We set up analytics

• What is web analytics and why do you need it .
• Getting started with Google Analytics .
• Acquaintance with Yandex.Metrica (one video) .
• Yandex.Metrica in 30 seconds (ten short videos about settings and tools) .
• Fundamentals of working with Yandex.Metrica .
• Goals at Yandex.Metrica (2019) .
• Google Analytics for beginners: the most comprehensive guide in Runet .
• How to create, modify and publish goals in GA .
• What are UTM tags and how to apply them .

You can study the full guide on all web analytics here: a large selection of materials for studying web analytics .

Search Ads Run

• Advertising on the search for Yandex .
• Small Business Guide: How to Display Contextual Ads on Google Search Using Ads .
• How to advertise in Yandex.Direct .
• How to work in Yandex.Direct: a step-by-step guide for beginners .
• A guide to setting up search campaigns on Google Ads .
• What is cross minus?
• Cross-minus keywords in Google Ads: an overview of services and scripts .
• What is cross-minusation and how to apply it in Yandex.Direct and Google Ads .

Display Network Ads

• What is the Google Display Network ?
• About the Yandex advertising network and external networks .
• Set up Google Display Network in the new interface .
• How to launch an advertising campaign in YAN .
• What is YAN and how does it work? We get leads for a penny .
• Display Advertising on Yandex and Google: A Practical Review .

Launching remarketing campaigns

• What is remarketing ?
• How to set up remarketing in Google Ads is a detailed guide for beginners .
• Retargeting and audience selection at Yandex. Direct " .
• Retargeting at Yandex.Direct: a comprehensive guide .
• How to set up retargeting in Yandex.Direct - a detailed guide for beginners .
• Guide to launch remarketing on Google Ads .
• Remarketing in Google Ads: chips, examples, customization .
• How to set up dynamic remarketing for Google Ads for ecommerce projects .

Shopping campaigns and product listing ads

• About smart shopping campaigns .
• How to create a smart shopping campaign .
• Shopping campaigns and product listing ads .
• What are smart shopping campaigns and how do they work .
• How to work with product feeds in Google Ads and Yandex.Direct .
• Google Merchant Center feed conversion policies .
• Google Merchant Center Case Study
• Help - Google Merchant Center.
• Managing feeds at Yandex.Direct .

Running Video Ads on Google Ads

• What are video ads in Google Ads .
• What are the types of video ads .
• How to create a video campaign .
• Video campaign targeting .
• Video ads on Google Ads: formats and customization .
• Guide to YouTube video campaign formats .

Launching search banners in Yandex.Direct

• What is and what does a banner look like in Yandex search .
• Banners on Yandex search: instructions for use .
• How to run a banner on Yandex search .

Dynamic ads in Yandex.Direct

• What are dynamic ads ?
• How to set up dynamic ads in Yandex.Direct .
• Should I set up dynamic ads in Yandex.Direct?
• Dynamic ads in Yandex.Direct: application guide .

Mobile App Advertising

• What is the advertising of mobile applications in Yandex.Direct .
• What is mobile app advertising in Google Ads .
• How to work with Universal App Campaigns in Google Ads .
• Promotion of a mobile application in Yandex.Direct is a guide for beginners .
• Universal App Campaign 2.0 at Google Ads - How to get the most out of it .

Mobile App Analytics

• AppMetrica - where to start .
• Boost your mobile app with AppMetrica .
• Instructions for setting up mobile app analytics in Google Analytics .
• How to integrate the AppMetrica SDK .
• Firebase Analytics update: we configure analytics of mobile applications and we apply new chips .
• Getting started with AppsFlyer .
• Amplitude. Analytics system for mobile applications and web services .

Optimization of advertising campaigns

• Optimization of a campaign for online sales in Google Ads .
• Improving the effectiveness of the advertising campaign at Yandex. Direct " .
• Optimization of campaigns in two stages .
• Search engine optimization in Yandex.Direct: three strategies .
• Guidelines for analyzing and optimizing campaigns at Yandex.Direct .
• Search Conversion Optimization: Frequently Asked Questions and Startup Preparation .

Automation and simplification of work

• What is a "Direct Commander" .
• What is the Google Ads Editor ?
• New Direct Commander: Application Guide .
• How to competently work with the Direct Commander .
• Working in the Google Ads Editor .
• 10 Useful Tricks for Google Ads Editor
• Contextual Advertising Automation: An Overview of Services .
• Automation tools for online stores: what the market offers .

PPC Services and Extensions

• 15 extensions that will help the PPC specialist not to go crazy .
• 11 services for competitor analysis in contextual advertising .
• Useful tools and programs for a contextual advertising specialist .
• 40 tools for working with contextual advertising .
• Table with services for marketers .

Free courses

• "How to advertise in Yandex.Direct" from Yandex.
• Yandex.Direct Specialist from PPC.World .
• Google Ads Fundamentals by Google.
• "Yandex.Direct: preparation for certification" from "Netologiya".
• “Google Adwords: Preparing for the Exam” by Netologia.
• "Google Ads Specialist" by PPC.World.
• "How to Set Up Google Search Ads" by Netpeak.
• “Step-by-step launch of advertising in Goole Ads, YouTube and Instagram from 0 to the first applications” by Convert Monster.
• “Contextual advertising: from the basics to improving performance” by eLama

More useful stuff.

• A table of useful resources for marketers .

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“ I'm a Marketer .” I am writing about digital marketing and web analytics.

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