I made for you a large selection of materials for independent study of contextual advertising. These free materials will easily replace your paid courses.
Bookmark and subscribe to my blog on Habr, there will be many more useful articles.
I note that the list of materials will be updated.
If I have not added any worthwhile material, contact me - I will add.
Let's get started!
Introduction to contextual advertising
- What is contextual advertising?
- Yandex glossary of contextual advertising .
- How contextual advertising works .
- The most popular terms for contextual advertising .
- How to create a Google Ads account .
- How to create an account in Yandex.Direct .
- A short guide for beginners on the types of advertising campaigns in Google Ads .
- Why do you see certain ads .
- KPI modeling in contextual advertising .
Market analysis
- How to analyze competitors before the launch of contextual advertising: step-by-step instructions .
- How to work with Google Trends: a complete guide for beginners .
- How to make a quick analysis of contextual advertising of competitors .
- Identifying the target audience online: a practical guide .
Media planning
- The basics of media planning in contextual advertising: the main steps .
- Budget forecast at Yandex.Direct .
- Forecast traffic, budget and applications in the Yandex.Direct .
- About the results planner in Google Ads .
- How to calculate your advertising budget in Google Ads .
- The Google Ads Conversion Planner helps you keep your budget low.
Structure of advertising campaigns
- Organization of account elements in Google Ads .
- Organization of ad groups in the account .
- The architecture of the account in Yandex.Direct .
Semantic core
- What is the semantic core and how to compose it .
- How to choose a semantic core for a site: six methods .
- Selection of the semantic core .
- How to compose a semantic core without resorting to a specialist .
- Classification and typification of requests .
- How to find out the keywords of competitors and collect other people's semantics .
- 16 services for working with the semantic core .
- Grouping key phrases for advertising campaigns - a detailed overview of methods .
We set up analytics
- What is web analytics and why do you need it .
- Getting started with Google Analytics .
- Acquaintance with Yandex.Metrica (one video) .
- Yandex.Metrica in 30 seconds (ten short videos about settings and tools) .
- Fundamentals of working with Yandex.Metrica .
- Goals at Yandex.Metrica (2019) .
- Google Analytics for beginners: the most comprehensive guide in Runet .
- How to create, modify and publish goals in GA .
- What are UTM tags and how to apply them .
You can study the full guide on all web analytics here: a large selection of materials for studying web analytics .
Search Ads Run
- Advertising on the search for Yandex .
- Small Business Guide: How to Display Contextual Ads on Google Search Using Ads .
- How to advertise in Yandex.Direct .
- How to work in Yandex.Direct: a step-by-step guide for beginners .
- A guide to setting up search campaigns on Google Ads .
- What is cross minus?
- Cross-minus keywords in Google Ads: an overview of services and scripts .
- What is cross-minusation and how to apply it in Yandex.Direct and Google Ads .
Display Network Ads
- What is the Google Display Network ?
- About the Yandex advertising network and external networks .
- Set up Google Display Network in the new interface .
- How to launch an advertising campaign in YAN .
- What is YAN and how does it work? We get leads for a penny .
- Display Advertising on Yandex and Google: A Practical Review .
Launching remarketing campaigns
- What is remarketing ?
- How to set up remarketing in Google Ads is a detailed guide for beginners .
- Retargeting and audience selection at Yandex. Direct " .
- Retargeting at Yandex.Direct: a comprehensive guide .
- How to set up retargeting in Yandex.Direct - a detailed guide for beginners .
- Guide to launch remarketing on Google Ads .
- Remarketing in Google Ads: chips, examples, customization .
- How to set up dynamic remarketing for Google Ads for ecommerce projects .
Shopping campaigns and product listing ads
- About smart shopping campaigns .
- How to create a smart shopping campaign .
- Shopping campaigns and product listing ads .
- What are smart shopping campaigns and how do they work .
- How to work with product feeds in Google Ads and Yandex.Direct .
- Google Merchant Center feed conversion policies .
- Google Merchant Center Case Study
- Help - Google Merchant Center.
- Managing feeds at Yandex.Direct .
Running Video Ads on Google Ads
- What are video ads in Google Ads .
- What are the types of video ads .
- How to create a video campaign .
- Video campaign targeting .
- Video ads on Google Ads: formats and customization .
- Guide to YouTube video campaign formats .
Launching search banners in Yandex.Direct
- What is and what does a banner look like in Yandex search .
- Banners on Yandex search: instructions for use .
- How to run a banner on Yandex search .
Dynamic ads in Yandex.Direct
- What are dynamic ads ?
- How to set up dynamic ads in Yandex.Direct .
- Should I set up dynamic ads in Yandex.Direct?
- Dynamic ads in Yandex.Direct: application guide .
Mobile App Advertising
- What is the advertising of mobile applications in Yandex.Direct .
- What is mobile app advertising in Google Ads .
- How to work with Universal App Campaigns in Google Ads .
- Promotion of a mobile application in Yandex.Direct is a guide for beginners .
- Universal App Campaign 2.0 at Google Ads - How to get the most out of it .
Mobile App Analytics
- AppMetrica - where to start .
- Boost your mobile app with AppMetrica .
- Instructions for setting up mobile app analytics in Google Analytics .
- How to integrate the AppMetrica SDK .
- Firebase Analytics update: we configure analytics of mobile applications and we apply new chips .
- Getting started with AppsFlyer .
- Amplitude. Analytics system for mobile applications and web services .
Optimization of advertising campaigns
- Optimization of a campaign for online sales in Google Ads .
- Improving the effectiveness of the advertising campaign at Yandex. Direct " .
- Optimization of campaigns in two stages .
- Search engine optimization in Yandex.Direct: three strategies .
- Guidelines for analyzing and optimizing campaigns at Yandex.Direct .
- Search Conversion Optimization: Frequently Asked Questions and Startup Preparation .
Automation and simplification of work
- What is a "Direct Commander" .
- What is the Google Ads Editor ?
- New Direct Commander: Application Guide .
- How to competently work with the Direct Commander .
- Working in the Google Ads Editor .
- 10 Useful Tricks for Google Ads Editor
- Contextual Advertising Automation: An Overview of Services .
- Automation tools for online stores: what the market offers .
PPC Services and Extensions
- 15 extensions that will help the PPC specialist not to go crazy .
- 11 services for competitor analysis in contextual advertising .
- Useful tools and programs for a contextual advertising specialist .
- 40 tools for working with contextual advertising .
- Table with services for marketers .
Free courses
- "How to advertise in Yandex.Direct" from Yandex.
- Yandex.Direct Specialist from PPC.World .
- Google Ads Fundamentals by Google.
- "Yandex.Direct: preparation for certification" from "Netologiya".
- “Google Adwords: Preparing for the Exam” by Netologia.
- "Google Ads Specialist" by PPC.World.
- "How to Set Up Google Search Ads" by Netpeak.
- “Step-by-step launch of advertising in Goole Ads, YouTube and Instagram from 0 to the first applications” by Convert Monster.
- “Contextual advertising: from the basics to improving performance” by eLama
More useful stuff.
More similar articles can be read on my Telegram channel.
“ I'm a Marketer .” I am writing about digital marketing and web analytics.
Do not forget to share with colleagues or simply with those who may be interested in the article.
All knowledge!