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In contextual advertising, there are many tools and tactics that work with different efficiency for different niches.

For the sale of home appliances work well in search results. In the sale of apartments can help banners in popular media. For innovative heating systems – banners on thematic sites are effective.

Poorly chosen tactics will increase your advertising on the Internet or make it ineffective. We distinguish several characteristics of the niche that should be considered when launching contextual advertising.


First of all, it is worth to assess the competitiveness of the niche. If the product is advertised by many competitors and among them there are large players – the niche is competitive. In this situation, the “auction is overheated”: the cost of a click in contextual advertising is overstated, and the first positions are “stolen” by market leaders.

There are two options for action. The first – to allocate a large budget and compete with large players for advertising positions on popular requests. Not the most effective way. It requires large investments and is usually unprofitable in terms of return on investment. You should calculate your margin from sales in advance, taking into account the cost of the click.

The second variant – advertising for low-frequency requests. On them there is no dense competition and excessive cost. In addition, such requests are carefully formulated by the user and because of this give a higher conversion: the user knows exactly what he wants. Collecting a large number of such requests, you can get a large influx of new customers – sometimes commensurate with advertising on competitive requests.

An example from our practice:


Cost (uah)

Coefficient. Conv.

The cost of the client (uah)

High-frequency request poverbank




Low-frequency request [внешний аккумулятор для телефона]





The next step is to take into account the demand for your product. If it is actively searched in the search engines, there are no problems, just show ads for the requested queries.

If your product is new, and you need to create an interest in it, advertising in search will not help. Our product is simply not being searched. The solution will be contextual advertising – showing banners on sites that your target audience visits. Targeting can be both on the subject of sites, and on the interests of people. To advertise in the CCM was effective, you need to make effective banners and carefully select quality sites for placement.


Drawing an attractive banner.

We select quality websites for advertising:

Also in the formation of demand, remarketing will be effective – showing ads to people who have already visited your site:

“Urgency” of the goods

Urgent goods are needed by people right now – food delivery, taxi order. When advertising such products, it is important to occupy the top positions in the search results – it is from these that the user makes a choice, without spending time exploring other options.


When advertising a mobile phone account replenishment it was important to be at the first position in the results of the issuance.

Conversely, when a person has time to choose a product he studies several proposals from the first page of the issue. Therefore, it is not always expedient to pay for getting into the first place. It is better to use exact inquiries, where a person has described in detail what he needs (“buy an apartment” vs “the cost of an apartment of 50 sq. M in the center of Kiev new building”). Also, the Display Network will be effective: target your interests and select the relevant sites. Interested site visitors need to show ads for remarketing during the entire decision-making period.

We conducted contextual advertising for a client who dealt with expensive wristwatches, the maximum position was 7th place – that was enough.

Restrictions for ads in various niches

There are specific niches that are more difficult to advance because of official restrictions.

You can face a complete ban on advertising in certain niches or the restriction of tools. For example, medical services can not be advertised using remarketing.

AdWords does not allow the following niches to be advertised:

  • Counterfeit goods
  • Dangerous Goods and Services (Pyrotechnics)
  • Aiding in abusive activities (hacking, fraud)
  • Inadmissible content (materials propagandizing violence, extremism, etc.)

Subjects with restrictions on viewing:

  • The weapon
  • Alcohol
  • Health care and pharmaceuticals
  • Casino and gambling
  • Political advertising
  • Tobacco products
  • Sites of sexual orientation
  • Fireworks

Advertising in these niches in 99% of cases will not work. So it looks like a disapproved ad with an indication of the reason for the rejection:

According to Google AdWords help, personalized advertising of medical services is prohibited for such topics:

  • problems with health (treatment of diseases, chronic diseases, organ diseases, disability, plastic surgery);
  • recruitment of volunteers to participate in clinical trials;
  • prescription drugs;
  • sensitive topics that remind users of their problems and life difficulties (for example, problems with excess weight, appearance).

If the project falls into one of the above-identified topics, you will not be able to use remarketing and advertising in Gmail. And also target advertising with:

  • demographic and geographical indicators
  • special interest audiences created by you;
  • audiences interested buyers;
  • similar audiences;
  • audiences by interests.


Advertising in each niche is individual. It is necessary to study in advance the peculiarities of contextual advertising in it and to think over the strategy.


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