How will contextual advertising work in the near future?

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Over the past couple of years, Yandex and Google have seen many significant changes, including in the operation of advertising tools. Search advertising, which remains the most popular online promotion tool for most advertisers, is no exception.

As a result of these changes, contextual setup myanmar company email list specialists are finding a drop in the efficiency of their usual work methods, an increase in the cost per click, and a decrease in conversion. This is due to one common basis - the development of machine learning in search engine technologies and, as a result, a reduction in the impact of manual setup on the effectiveness of campaigns.



Today, when optimizing expenses on advertising campaigns and increasing the ROI due to the crisis is becoming a priority task for many contextualists, the problems that have arisen are perceived as particularly acute and require immediate resolution.

In this article, we talk about the growing changes in the operating principles of the Yandex.Direct and Google Ads advertising systems, and also give recommendations to industry experts on how to remain effective and in demand in the new conditions.

The Diffusion of Machine Learning
Yandex and Google believe that users are generally bad at setting up advertising campaigns , so more responsibility needs to be shifted to algorithms. Modern automation tools make it possible to personalize advertising according to the explicit and hidden needs of users. And people, as we know, readily respond to ads that contain information about their needs. At the same time, they understand the difference between superficial personalization and advertising that is addressed to them personally.



In order to increase the relevance of advertising, work is actively underway today to spread Machine Learning, and tools based on this technology are being developed and implemented. Among them, for example:

tips on setting up strategies in Yandex.Direct;
smart campaigns in Google Ads;
trainable segments in Yandex.Audiences;
automated Google Ads strategies for different formats and types of advertising;
payment for conversions in Yandex.Direct;
Recommendations and optimization score in Google Ads.
The development of contextual advertising in the direction of its automation and reliance on algorithms is inevitable, so specialists should actively master the relevant tools.