Russian Federation
The paper considers the principles of contextual advertising are given, statistical analysis of data on the cost of transition in contextual advertising from the Google search engine is presented. The basis of the analysis is the graphical method Boxplot. The results of the analysis of Internet users' inquiries in consumer search help to correctly plan the advertising budget and distribute it on the ads, increasing profitability. Advertising in the context has a direct impact on sales, allowing you to bring the target audience to online stores or to sites that advertise the services of certain companies. This type of advertising is used to increase sales, launch new products and services on the market, as an additional advertising tool.
contextual advertising, search marketing, paid traffic
1. Moskal'chuk Yu.I., Volobueva V.V. Osobennosti ispol'zovaniya kontekstnoy reklamy // Vestnik Voronezhskogo instituta vysokih tehnologiy. 2013. № 11. S. 213-215.
2. Babaev A. Kontekstnaya reklama: uchebnik. Izdatel'skiy dom "Piter", 2013.
3. Zhukov A.V. Obosnovanie sposobov i sredstv internet-prodvizheniya tovara po etapam zhiznennogo cikla // Ekonomicheskie issledovaniya. 2011. № 4.
4. Ling V.V. Kontekstnaya reklama kak instrument internet-marketinga // Ekonomika i predprinimatel'stvo. 2016. № 1-2. S. 962-965.
5. Broder A. et al. A semantic approach to contextual advertising // Proceedings of the 30th annual international ACM SIGIR conference on Research and development in information retrieval. ACM, 2007. S. 559-566.
6. Chakrabarti D., Agarwal D., Josifovski V. Contextual advertising by combining relevance with click feedback // Proceedings of the 17th international conference on World Wide Web. ACM, 2008. S. 417-426.
7. Anagnostopoulos A. et al. Just-in-time contextual advertising // Proceedings of the sixteenth ACM conference on Conference on information and knowledge management. ACM, 2007. S. 331-340.
8. Li W. et al. Exploitation and exploration in a performance based contextual advertising system // Proceedings of the 16th ACM SIGKDD international conference on Knowledge discovery and data mining. ACM, 2010. S. 27-36.
9. Henkin A., Shaham Y., Brickner I. Contextual advertising techniques for implemented at mobile devices: pat. 9710818 SShA. 2017.
10. Skol'ko stoil klik v Google AdWords, Yandeks.Direkt i Facebook v Rossii v tret'em kvartale 2017: https://netpeak.net/ru/blog/skol-ko-stoil-klik-v-google-adwords-yandeks-direkt-i-facebook-v-rossii-v-tret-yem-kvartale-2017/
