Contextual advertising: fast leads
Contextual advertising is showing ads to users who are right now looking for your product or service in Yandex and Google. This is the hottest traffic: a person entered "buy concrete with delivery" and sees your offer in the first place. We work with Yandex Direct (search, RSA, product campaign, smart banners) and Google Ads (Search, Display, Shopping, Performance Max). At the start, we collect a semantic core — hundreds and thousands of keywords with a breakdown by commercial intent. We carefully work out negative keywords: one word "free" or "download" in the negative list saves up to 30% of the budget. We write catchy headlines and ad texts indicating the USP, price and call to action. We connect extensions: sitelinks, callouts, calls, vCard, price list. The first leads appear already on the launch day — this is the main advantage of contextual advertising over SEO, where the result comes in months. But the cost per click here is also noticeably higher.
Targeted advertising in VK and social networks
Targeted advertising is showing ads not by search query, but by user characteristics: age, gender, geo, interests, behavior. Ideal for impulse demand goods and services, where a person does not consciously search for the product, but may be interested with the right offer. We launch campaigns in VK Ads (the new cabinet combined targeting and myTarget), Telegram Ads and through partner networks. VK Ads gives access to 100+ million users with detailed targeting by communities, apps, hashtags and even competitors. We create several creatives for each audience: images, videos, carousels, promo posts. We always do A/B testing: we check headlines, pictures, offers, landing pages. We leave only the winners to work — this reduces CPA by 2–3 times in the first weeks. Targeting perfectly complements context: the first warms up the audience, the second catches those who are ready to buy. The bundle works more efficiently than any channel separately.
End-to-end analytics and ROI measurement
End-to-end analytics is when you see the customer journey from the first ad click to the deal and money in the cash register. Without it, it is impossible to understand which campaign brings profit and which drains the budget. We set up a bundle: Yandex.Metrica + Google Analytics 4 + CRM (amoCRM, Bitrix24) + call tracking (Calltouch, Comagic). Configured goals and events: page view, add to cart, application submission, call, successful payment. Each traffic source is assigned a UTM tag, the ad budget is automatically loaded via API. In the dashboard, you see: cost per click (CPC), cost per lead (CPA), conversion rate at each funnel stage, return on investment (ROI/ROAS), bounce rate. We separately calculate LTV — the customer's lifetime value — this helps understand how much can be spent on acquisition. End-to-end analytics turns advertising from a "black box" into a controllable mechanism: you know exactly what to turn off and what to scale. We set it up once and accompany it throughout the work.
Retargeting and remarketing
Retargeting is bringing back users who have already been to your site but did not take the target action. According to statistics, 96% of visitors leave without a request from the first visit — and it is retargeting that gives a second chance to "push" them. We set up Yandex.Metrica, VK Pixel, Google Ads Tag and Facebook Pixel on the site, create audiences by behavior: visited a product page but did not add to cart; added to cart but did not pay; were on the site in the last 30 days; loyal customers with purchases. For each audience — a separate message: the one who abandoned the cart is shown a 5% discount; the one who viewed the product is reminded of it with reviews; the one who already bought is offered a related product (cross-sell). Retargeting is the cheapest channel by CPA: the lead cost is 3–5 times lower than in cold search. In SKAG strategies (Single Keyword Ad Group) and dynamic retargeting, we achieve maximum personalization — the user sees exactly the product they viewed, with the current price and availability.
A/B testing and optimization
A/B testing is when we simultaneously show two versions of an ad or landing page to different users and measure which converts better. Without testing, advertising is fortune-telling. We test everything: headlines (short vs long, question vs statement), images (product vs person with product, photo vs illustration), offers (discount in rubles vs in percent), CTA ("buy" vs "find out the price" vs "get a calculation"), button color, landing page structure. We assess statistical significance by the chi-square criterion — we stop the test only when the winner is determined with 95% confidence. After each test, the winner becomes the base version, and we test the next hypothesis. In six months of such iterative optimization, the lead cost decreases by an average of 40–60%. In parallel, we work with bounce rates: if a user clicked and left after 5 seconds, the problem is in the landing page. We analyze through Webvisor, find bottlenecks, rework the landing page. Advertising without optimization is budget draining; advertising with tests is a lead generation conveyor with predictable economics.
Budget, bids and support
Working with an advertising budget is a separate engineering task. We do not just "pour money into Direct", but manage bids: manual strategies for predictability, auto-strategies (maximum conversions, target CPA, DRR) for scaling. We use the "Conversion Price Optimizer" tool from Yandex and "Bid Strategy" from Google based on machine learning. We control impressions: we limit the frequency of impressions to one user (frequency capping), turn off impressions at night, by non-working devices, in unsuitable regions. Weekly we analyze reports: search queries (cut off garbage traffic), placement sites (turn off sites with a bounce rate above 80%), conversion time, devices. Support includes: daily monitoring of campaigns, weekly bid adjustment, adding new negative keywords, expanding semantics, testing new creatives. You receive a weekly report with KPI dynamics: CPA, ROI, number of leads, cost per click, CTR. The work is carried out on a subscription fee + a percentage of the budget (optional). We are interested in the result: the better the advertising works, the longer you stay with us.