What is the secret of the effectiveness of contextual advert

If you have wondered why such a large percentage of entrepreneurs choose to promote their services using contextual advertising, we are ready to give you an answer. This article clearly shows how people react to advertisements in search engines, and the results of two studies conducted in 2012 and 2014 are used as arguments.

Contextual advertising is one of the few tools in the hands of marketers that allows you to get the first client just a content writing service few minutes after launching an advertising campaign. The only downside is the need to constantly pay for it, but businessmen still choose it and this can be explained by its effectiveness. But why is it so successful? Let's figure it out.

Google took advantage of users' illiteracy
6 years ago, in the distant 2012, one of the Internet agencies decided to conduct a study and consider how contextual advertising works in Google. During the experiment, it was revealed that 81% of all clicks were made on paid links, and at least half of the respondents participating in the statistics did not understand the difference between organic search results and contextual advertising.

The result seemed shocking. It clearly showed that Google takes advantage of the fact that people do not distinguish paid ads from the results of website promotion by articles or other means, making all the work of SEO specialists and copywriters practically useless. The reason for such behavior of people was explained by the fact that Google highlighted the upper part of the SERP with a background that merged with the main one.

The situation was aggravated by the fact that the trust of people using search engines has always been in the top search results, and most clicks traditionally go to the first three resources. The authorities of the European Union, on entirely fair grounds, forced Google to change the display of contextual search results, and now a bright yellow "advertisement" sign is lit next to paid ads.

In other search engines, the situation is still quite critical for visitors. As an example, we can cite Yandex as the main competitor, the inscription "Advertisement" is visible in pale gray, and after Yandex introduced a stencil system in the spring of 2018 , everything became even more critical. Stencils are designed to attract users' attention due to the fact that they take up more visual space and at the same time work with context.

Google Stopped Playing on Trust, But It Didn't Help
After changing the display of search results, London-based Econsultancy decided to re-collect statistics in 2014 and find out how much the situation had changed after reworking the display of paid ads. They collected a little over 100 people of different ages and tracked their behavior when searching, trying to understand whether a correctly formatted meta Title tag affects clicks, the result was practically no different from what it was before.

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