Let's talk about how businesses can choose between contextual and targeted advertising. So, do you know what your business needs: contextual or targeted advertising?

Of course, it is ideal to use both methods, but quite often there are situations when you have to choose.

Contextual advertising is shown to the user in response to his query in the Yandex or Google search engines.

Targeted advertising is shown on social networks.

Despite their shared goal of attracting potential customers, they are different. Let's figure out how.

✔ What are the differences between contextual and targeted advertising for businesses?

— Context provides a “hot” search (the user wants to buy something right now or later, but is already looking for it), Target – “warm” and “cold” (the user may not want to buy anything at all or is only thinking about the possibility of buying).

— Context works with products with established demand (which are known and sought after), while targeting can be used when introducing new products to the market

— Context works with a broad audience (anyone can enter a query), while targeting works with specific audiences specified by the advertiser (age, gender, interests, habits)

— Context responds to precise and clear queries, targeting uses creativity

— For context, a website is required; for targeting, a social media page is sufficient

Thus, both types of advertising are equally good and complement each other perfectly, but there are situations when it makes sense to choose one or the other.

✔ When is context better?

— a product or service in urgent demand – calling a tow truck, repairing a washing machine
— a product or service for a one-time purchase – buying a stove
— it is impossible to clearly define the target audience

✔ When is targeting best?

— launching new products
— a new, less-known brand
— services of private professionals with a small budget
— a clearly defined target audience, loyal to social media
— need to “warm up” the audience, increase its trust
— psychological training, coaching services
— event promotion
— lack of a website

What kind of advertising do you prefer to run? Or are you just planning one? Share your thoughts in the comments!