Who is a contextual advertising specialist. Contextual Advertising Specialist. How much does a contextual advertising specialist earn?

Greetings to all readers and visitors of the blog! Today I will talk about who a contextual advertising specialist is, what is within his competence, how to become one, and what skills are needed for this profession. I want to make a reservation right away that the specialty requires a fairly serious level of knowledge, so if you want to try your hand at this area of ​​earnings, then be prepared for the fact that you will have to shovel a lot of literature, watch videos and attend various trainings and courses.

A contextual advertising specialist is a person who is able to competently organize an advertising campaign on the Internet in order to promote certain services to the people or introduce the brand to as large an audience as possible. His responsibilities include the following:

• development of an advertising campaign strategy;
• creating the advertisement itself;
• setting up ads and placing them;
• further monitoring of the campaign, evaluation of its effectiveness, introduction
• additions and improvements.

A bit of history

This profession is considered relatively young, since it appeared with the development of the Internet and doing business on it. The created ads were directly related to the context of the page where they were placed, hence the name "contextual advertising". Now this method of attracting customers has been abandoned, and now ads are shown depending on what each specific user is interested in.

Surely you noticed that while surfing the sites you saw ads and thought: “Oh, I just recently searched for this on the Internet!”. So, friends, this is the result of the work of a contextual advertising specialist. Search engines track your queries and then show the ad that is closest "in spirit" to what you need.

What will you need?

What should a contextual advertising specialist be able to do? First, let's talk about personality traits. They play a decisive role, pushing into the background all the skills and knowledge gained as a result of training.

1. Analytical mindset

It is necessary to be able to conduct a deep analysis of an incredibly large amount of information, confirm or refute theses, put forward hypotheses, in order to eventually be able to make the right advertising campaign, which will multiply the client's profits.

2. Patience

How to become a specialist? You need to have patience. Not even patience, but the ability to adapt to monotonous work. The specialist will have to constantly group keywords, expand the database, monitor market fluctuations and user demand. Periodically, you need to monitor updates of search campaigns, select and exclude sites (where ads are placed) from which there is no traffic, update banners, and much more.

3. Ability to experiment

If your first option is not liked by the client, you need to make a second one. If the second one didn’t fit either, then you can tune in to a different wave and boldly set up experiments, the meaning of which should still be subject to a certain logic. It is also important to be able to critically evaluate your own work. Think: “Would I succumb to such advertising?”.

4. Ability to communicate clearly

You need to be able to defend your position and correctly operate with arguments. Communication skills will be useful for faster and more understandable communication with colleagues - marketers, designers, programmers and others. The ability to multitask is, in my opinion, the most important quality.

To work, you will have to study in detail at least two services - these are Yandex.Direct and Google Adwords. These platforms help webmasters to place ads and earn money on it, and advertisers effectively and profitably announce their services and products.

How to master a profession?

You can become a contextual advertising specialist remotely by enrolling in courses, or you can find relevant trainings in your city. The profession is rapidly gaining popularity, so the search will not be any problem. If you are just thinking and wondering if this type of income is suitable for you, then, firstly, read a little lower about possible earnings, and secondly, sign up for free courses, of which there are a huge number on the Internet. There, of course, they won’t really teach you anything (free cheese is only in a mousetrap, let’s remember this) and you will leave without work experience, but they will give you a rough idea of ​​\u200b\u200bwhat you have to do.

Also, it will not be superfluous to study the instructions provided by the sites themselves. For Yandex.Direct and Google, they are located in the corresponding sections of help and assistance.

How much can you earn?

There is no ceiling on the salary of a qualified specialist. Seriously. You can organize several companies and ensure yourself a constant high income, simply by maintaining advertising and updating it on time. So, in principle, advertisers live who promote serious brands that are on everyone's lips (Coca Cola, Adidas, Apple and others). And how much these people earn is easy to imagine. In general, a specialist receives from 25 thousand rubles a month and more (depending on the success of advertising).

I hope that now you have an impression of what kind of profession it is and how to master it. On this I want to say goodbye and remind you that there is still a lot of interesting and very useful things ahead of us, so subscribe to blog updates so as not to miss anything!

PS: Interesting facts - how to become successful

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The course is designed for those who want to learn how to create. It does not matter if this is your work activity or you just feel the potential for creativity in yourself. The course is universal and designed so that you can master and then apply creative techniques to create any kind of ideas. The author and teacher of the course is Sergey Ilyukhin, senior creator at the Affect TOP-5 agency in Russia, teacher at 2 creative schools in Moscow and winner of the all-Russian stage of the Cannes Young Lions 2017 competition.

Lesson 2

Lesson 3

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Lesson 1

The role of marketing in the business system. Business plan => Marketing plan => Monitoring, validation, goal adjustment. Pyramid of Mann. Basic concepts and models. The difference between a product and a service. subsets of products. 4P concept. 4P and 4C. AIDA. Digital AIDA. KPIs. Points of contact with the client. Funnel. Functions and tasks of a marketer.

Lesson 2. Analysis and segmentation of the target audience

Definition. Segmentation. Segmentation types. B2B segmentation. The minimum description of the target audience. Algorithm and criteria for segmentation. Formation of hypotheses about target actions, channels of attraction. Templematrix. The degree of awareness. Sources of information about the target audience, Ways to identify needs. typical characters. Usability audit. Summary: Target audience - Segmentation - description - increasing CR.

Lesson 3

Goals and objectives of the analysis. Digital competition: theses. Why do we need competitors? When do we need analysis? Who are we analyzing? Types of competitors. Criteria for evaluation. Analysis of online activities, traffic sources, social networks. Professional monitoring systems. Website traffic analysis. The role of the site, its analysis: design, content, navigation, targeted actions. Tracking software. Price monitoring. Conclusions: analysis, comparison, borrowing, tasks, proposal. Systematization of data. Definition and features of USP. USP formulas. USP Checklist. Wording template.

Lesson 4

Website in the promotion ecosystem. Site requirements. Those. audit. Content audit. Goals and objectives: SEO/Communication. Texts and search. Goals of communication. Types of text content, their features. What should be the text? Working with text in SEO. Text structure, layout. Text quality assessment. TK for a copywriter. The result of the content audit. Usability: terms. Goals. Analysis of visitors, study of characters. types of visitors. Development of scripts for interaction with the site. Scenario design. Interface design, personalization. Research, hypothesis testing, A/B tests. Popular KPIs. Tools. Main page requirements Forms, call to action. Website or landing page? Purpose of creating a landing page. Definitions. Advantages. The main objective. Types of goals. Landing design. Study of target groups. Design choice. Design elements, texts. Content styles. Landing models. Examples. Block types. Funnel of interest. How attention works. Accents of attention, triggers. Examples of good and bad landings.

Lesson 5

Definitions of CM: creation, placement, curation. Content types. Content types. promotion channels. Business benefit. KM in the IM system. New approach: help - loyalty - increase in purchases. What KM does: PR, SMM, SEO. The job of a content specialist. How to choose a copywriter. Scheme of work. Content strategy. Editorial policy. Commercial strategy. distribution channels. Genres, headings, tags. Periodicity: why is it important? Where to get ideas? Video content. Useful video types. Content plan/

Lesson 6 Brand management

Lesson 8

Media planning. Goals and objectives of media planning. Preparing a media plan. An example of a media plan.

Lesson 9

Introduction to web analytics. What is web analytics. Counters. Key metrics to track. Key performance indicators in Digital (KPI).

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Methods for increasing conversion

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Lesson 1 UX/UI approach in interface design

UX and UI; features of modern web interfaces; UX prototyping; testing and evaluation of test results.

Lesson 2: Site Analysis and User Scenarios

Technical audit of the site; content audit; traffic sources; quality of traffic from different sources; user behavior; analysis and creation of user scenarios; A/B testing; site adjustments.

Lesson 3

Identification of problems; solutions: design, architecture, content.

Lesson 4

Landing page and classic site; main elements of Landing page; myths about landing page; effective landing pages.

Lesson 5

Functionality of mobile applications; which companies need a mobile application; application development process; preparation of technical specifications for developers.

Lesson 7

Key metrics for the mobile version of the product; mobile audience segmentation; reach and overlap with the audience on the web; reports; analytics and planning.

Lesson 8

Teamwork; roles and tasks in Internet marketing; pros and cons of remote work and office work; time management for freelancers.

We will get acquainted with all the tools and formats that Yandex.Direct and Google Ads offer. And we will learn how to use the main ones: search advertising and advertising in networks.

Lesson 1. Video lesson. SEO promotion

SEO in Marketing Strategy

Lesson 3

Lesson 4. Setting up and optimizing search campaigns in Yandex.Direct

Lesson 6: Retargeting and Audiences

Lesson 7

Lesson 8

Lesson 10

The principle of the CPA model

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Lesson 1. SMM. Beginning of work

Lesson 2. Creative in SMM

Roles in SMM. Platforms and brands. Insight. The role of the brand. The idea of ​​communication is a form of relationship. Social frames, norms. Brand personification. Typical reactions in SMM. relationship scenarios. Examples. Creative brief. role model. Examples. Adequacy table. Headings and posts. Rubricator. Change of contexts. Headings and forms of relations. Event chains. How to write posts. deductive cards. Mechanics: competition. human capital. Contest constructor: examples. Trends in SMM. How not to. Community scaling. Shielding. Screening for a year. Engaging mechanics. The personification of the brand is the face of SMM. SMM portrait. Tools for working with SMM

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Lesson 4

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Lesson 5

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Lesson 6 Texts of letters

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Lesson 7 Newsletter design

Reasons why emails end up in spam. Checklist for good mailing. How to configure authentication and postmaster. How to create the best mailing plan. Email structure (tables, gifs). Technical information about the newsletter: email size (width/height), sending data (who sends and when). Adaptability. Creation resources (creation tool, photo sources, inspiration, mailing lists from other companies).

Lesson 8

Classic indicators in mailing services. How to work with tags in Google Analytics. How to run split tests. RFM analysis of mailings. Other ways to track orders from the mailing list (calltracking, promotional codes).

Content marketing. 1 month.
Successful dialogue with the client

“Content marketing is the only marketing we have left.” Seth Godin, author of the business bestseller Purple Cow. The time for head-to-head sales is over. For buyers, recommendations from acquaintances and expert opinions are more significant today. Direct advertising is gradually fading into the background. In a world of information noise, users and customers have become more sophisticated, the value of their own time has increased. Content marketing is focused on customer satisfaction. This is a constant generation of useful, interesting content. This is not a dry monologue of the brand, but a dialogue between business and the client. The result of such a dialogue is a constant increase in valuable, from the point of view of users and search engines, pages and queries. Interest and demand for content marketing will only increase. Already today, the quality of content is paid close attention. Not a single self-respecting web studio, advertising agency, large Internet project, or even public on social networks can do without a content manager, once considered an outlandish profession. Content marketing is a tool that brings customers, and with them profit, forms the company's image. Each lesson of the course is a necessary theory and useful practice, which consists of independent work and checking assignments by the teacher. The theoretical part deals with planning, implementation and subsequent evaluation of the effectiveness of content marketing using modern tools and mechanics.

Lesson 1

What is content marketing. "Content is king." Benefits of content marketing. Goals of content marketing. Content Engineer, Content Manager. The demand for content marketing for business. Where does it come from. Why is the demand for content marketing growing? Summary: How content marketing supports business. Where, how and why is content marketing used. Trends 2019. How to consistently create engaging content. There is no magic pill. Practice. Add value. The most important thing is added value Lifehack: content ideas for all occasions

Lesson 2

Lesson 3: Good and Bad Content

Lesson 4

Lesson 5

Lesson 6

Lesson 7

Lesson 8

Lesson 9 How to invent anything in digital

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Lesson 1

Introduction to web analytics. What is web analytics. Data collection methods. Counters. Log analyzers. Creation of Yandex.Metrica and Google Analytics counters and installation on the site. Creating a Yandex Metrica counter. Creating a Google AdWords counter. Installing the counter code on the site

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Yandex.Metrica system. System features. visual reports. Alerts. Working with WebVisor. Electronic commerce

Lesson 3

Features of the Google Analytics system
Google Analytics technologies. Communication with other services. E-commerce block. Setup and reports. GTM setup. What is a tag? Principle of operation. Setup and installation. How to create an account and a container. How to add container to web pages. How to create additional containers in existing accounts. How to add, update and publish tags.

Lesson 4

Technical specifications; lecture hall; conversions; users: activity, loyalty.

Lesson 5

The concept of "goal" in web analytics. Simple and compound goals. Event targets.
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Customer call tracking systems. Tasks of call-tracking systems. Overview of services, selection criteria. Target Call 2.0 from Yandex. calltouch. Calltracking.ru. Comagic. Ringostat

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Reports for web analytics. Generating reports, setting the necessary parameters. Yandex.Metrica reports. Google Analytics reports
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Hello my readers!

Consider in today's article who is contextual advertising specialist ? How much can you earn by setting up contextual advertising, and where can you learn this, specialties in contextual advertising?

Advertising is the engine of progress. This has been known since ancient times. Each of us, one way or another, met with its various types, including contextual and targeted. I'm not talking about advertising products on television or radio.

To properly set up a campaign to promote products or services, you need special knowledge. They are owned by a contextual advertising specialist. This is a great profession for remote work.

With the help of special services, he will control the entire process, monitor the work of each component of the entire campaign.

The main duty is to competently conduct a campaign to promote certain services, goods or an Internet resource as a whole.

The campaign is considered effective if the ads have a high conversion, sales increase, the number of subscribers, and so on.

Specialist responsibilities include:

Depending on the desired end result, the number of responsibilities can be increased.

It is one thing to develop a campaign to attract blog subscribers, and quite another to invite to purchase a specialized product.

For example, lawn mowers in winter. Agree that in the second case, it will take more ideas and time to develop an advertising campaign and create ads.

This profession is suitable for absolutely everyone, regardless of gender and age. But there must be certain skills for the job:

In this profession, it is very important to quickly respond to the slightest changes in the cost of displaying advertising, quickly make changes and be able to create attractive advertising texts.

Each advertising campaign is the expenditure of a certain amount, so to speak - the budget. You need to stay on budget and create a great campaign. Therefore, the specialist must have several additional skills:

• Be attentive to various details. You should not rush without checking the input data for creating ads and submitting them for moderation.
• Be diligent, as checking the effectiveness of each ad will take time, analysis and adjustment.
• Be able to work not only with text editors, but also with other programs. For example, with spreadsheets, notes and others.

Naturally, all responsibility for a successful advertising campaign lies with the specialist. How quickly the budget will be spent and how good the effect will be depends on his actions.

How much does a contextual advertising specialist earn?

The income of a specialist depends on his professionalism, experience and the number of projects in the work. Therefore, there is no strictly fixed amount in this profession. Payment can be made both for the project as a whole and for the time of work on the project.

A novice specialist can expect to earn from $ 200 per month when working on one project.

This profession is quite profitable, but time-consuming and requiring creativity. As soon as you start taking on two or more projects, the income will increase.

Here it is important to consider the amount of time that you can devote to each of the projects. Start with one project, analyze the time spent at each stage of work, try to minimize them.

Main clients

As I said at the very beginning, advertising is the engine of progress. Therefore, almost all commercial enterprises, educational organizations, and entrepreneurs need Internet advertising and specialists in its implementation. This list can be continued indefinitely.

Career growth

It is worth considering the fact that every year contextual advertising is more and more in demand. Therefore, the demand for qualified specialists in this area is only increasing.

While contextual advertising managers are not trained in universities, novice specialists will have to master the necessary skills on their own. In the article I will tell you where to start studying the profession and where to then develop the first practice.

Minimum required knowledge for a beginner

First of all, you need banal literacy and mathematics at the level of the 7th grade. And if there are usually no problems with the ability to write without errors, then beginners have problems with mathematics. At eLama webinars and classes in Netology, someone will regularly ask why, by dividing 30 rubles by 5%, I got 600 rubles, and not 6 (as it should have turned out in his opinion).

Now you can move on to more specific knowledge and skills:

1. Internet Marketing Terminology

You can check yourself if you understand the terminology by asking the following questions:

• and how is it different from a single page site?
• what is a conversion and why is it measured in percentages, and conversions in units?

2. Marketing communications

Contextual advertising is the same kind of advertising, and therefore you cannot do without knowing the basics. It is important to understand what exactly and to whom you are selling, what problems the product solves, why it is better than other ways to solve the same problem / task, what questions and doubts the consumer has in the selection process.

3. Basics of web analytics

It is better to start your acquaintance with web analytics by mastering Google Analytics. After that, there will most likely be no problems with Yandex.Metrica. You need to be able to create and understand reports: compare periods, segments and different. After all, data alone does not provide answers. Data needs to be analyzed in the context of its changes or in comparison with other data. It's easy to learn how to set up a counter and set goals. It is more important to understand which goals you need to set up and to know the difference between micro and macro conversions.

4. Working with semantics

The success of an advertising campaign largely depends on the careful selection of key phrases. A specialist who understands semantics knows the differences between a search query and a key phrase, a negative word and a stop word, quotation marks in Direct and AdWords, knows how to automate the collection of phrases, and understands that later processing still needs to be done by hand.

5. Create ads and banners

When compiling text ads and drawing banners, knowledge of marketing communications will come in handy: you need to remember who you are contacting, what situation this person is in, what he is doing now, what he cares about, what his needs are. We must not forget about what action you need from the user. Of course, the click is always implied, but it is not the ultimate goal.

6. MS Excel or Google Spreadsheets

With their help, they process semantics, write declarations and analyze the results. Excel has become practically the standard in the industry. Google Spreadsheets is not only gradually catching up with its older brother in terms of functionality, but also allows you to integrate with various scripts and serve as a means of loading / unloading data. But all this is waiting for you only in the future. To get started, it is enough to be able to work with formulas, filters, sorting, transposing, calculating the average, percentages, etc.

7. Work with advertising campaigns

Only when a good knowledge base of related fields has been formed does it make sense to study the systems themselves to set the context. You need to familiarize yourself with the functionality of the services: figure out how to create a campaign, where to add key phrases, negative keywords, what restrictions these systems have in terms of the number of characters in an ad, phrases in a group, groups in a campaign. It is important to know about advertising bans, moderation features, and possible reasons for blocking an account. This will help you avoid many problems. So, some beginner advertisers send the same ad for moderation without making any significant changes to it. This will not only not lead to approval, but may also lead to account blocking.

A separate stage of learning a profession is working with Direct Commander and AdWords Editor applications. Commander is great for making massive changes to ongoing campaigns. For example, if earlier a product had a 3-year warranty, and now it has a 6-year warranty, and you need to change the information in all ads at once. AdWords Editor not only allows you to make bulk changes to campaigns, but also makes it easy to upload new advertising campaigns from excel spreadsheets (you can also do this without it, but it's very inconvenient).

Where can I get knowledge for free

Materials from Yandex:

• Online training from Yandex https://yandex.ru/adv/edu/;
• Certification of specialists in Yandex.Direct and Yandex.Metrica https://yandex.ru/adv/expert/exam/direct;
• YouTube channel https://www.youtube.com/channel/UCwdO3sXFwivyug74BIPQIVg and Blog https://yandex.ru/blog/adv of Yandex advertising technologies;
• Yandex Advertising Network Club https://yandex.ru/blog/partner;
• Direct Club https://yandex.ru/blog/direct;
• Yandex.Metrika Club https://yandex.ru/blog/metrika-club;

Where to start working

With all this base, you can either start looking for clients for freelancing, or get a job in an agency. I recommend choosing the second option.

Advantages of working in an agency:

• Access to the knowledge base and accumulated experience of colleagues.
• Experience with large volumes of semantics and data.
• Understanding the full range of possible KPIs (it can be not only sales or profit, but also the coverage of the advertising campaign, market share, etc.), the ability to customize advertising in accordance with different goals.
• Quick development of various cases from which your future portfolio will be formed.

Where to go next

Having mastered to perfection the basic principles of working with contextual advertising, you can become a narrower professional. Possible specializations in the field of contextual advertising:

1. Marketing copywriter

It studies consumer intents (intentions): what questions people ask the search engine, what need they are trying to solve. He knows how to express the main idea in five words, since ads have to be written within a strict framework in terms of the number of characters. To draw banners, a basic knowledge of graphic programs will be enough. The same person is usually engaged in the creation for different segments of the target audience. If math, data analysis and programming are hard for you, then perhaps a marketer-copywriter is your way.

2. Analyst-optimizer

Works with web analytics, analyzes and improves the effectiveness of running campaigns, distributes the budget between them in order to optimize the set KPIs. It will be useful for such a specialist to study, learn how to work with databases and write queries to them in SQL. Such specialists are especially in demand by large eCommerce.

3. Automator-programmer

According to my estimates, the entire process of growing from a beginner to a sought-after specialist takes from one to three years. It may take the same amount to master a specialization or just related topics: marketing, analytics, programming.

Gone are the days when SEOs “for change” created contextual advertising – the PPC market needs competent specialists. In this article, we answer questions that concern many beginners. You will learn what personal qualities are needed to work with contextual advertising, as well as find useful tips and links.

In the first part, a teacher of PPC: Contextual Advertising courses will help you get rid of illusions and understand whether such work is right for you. In the second, I will tell you where to start learning PPC and which sources you should trust.

Finding a real PPC specialist is not so easy :)

To understand how a PPC specialist works, imagine a programmer who writes code and at the same time rhymes with iambic lines. In contextual advertising, you need to adapt to the limitations of advertising systems and create original advertising that will appeal to potential customers and stand out from competitors. This is the complexity and beauty of our work.

PPC specialists not only influence what users see in search, they help businesses attract new customers and return old ones. Good professionals help clients find and fix problems, which means they make this world a little better.

Another advantage of working in the PPC field is the dynamics. You will quickly see the result of your work, and in most cases you will not have to wait six months to understand whether your strategy is effective. And in terms of self-development, you simply cannot stand still: the sphere is constantly and rapidly developing.

First of all, you need to figure out what personal qualities you should have. After the test task and the successful completion of several interviews, workdays will begin, so you need to be mentally prepared.

1. Analytical mindset

Creating and launching advertising campaigns is one third of the way. The main thing is that advertising brings results to the client, and for this it is necessary to regularly optimize campaigns. The specialist must put forward hypotheses and, by analyzing a large amount of data (from advertising accounts, analytics systems, from the client), look for their confirmation or refutation.

Based on the results of the analytics, the specialist forms a work plan in advertising accounts. Often this list consists of monotonous tasks: regroup keywords, expand the list of Display Network targets, exclude informational links in dynamic search campaigns, and so on.

In addition, there is a pool of necessary monthly work: expand the list of negative keywords in search campaigns, exclude irrelevant negative sites in display campaigns, and update banners.

3. Persistence

Sometimes in work there are situations that have tried all possible options, but there is no result. And here the most difficult thing begins: redoing, for example, a media campaign for the seventh time, looking for non-standard approaches, experimenting and at the same time trying to critically look at the work done.

4. The ability to clearly and competently express your thoughts

It's a misconception that a PPC specialist doesn't need to interact with people. Yes, there is less communication than Project or Sales Manager, but still a specialist needs to communicate with colleagues, technical support for advertising systems, programmers, designers, client marketers, and sometimes take part in Skype calls and meetings with clients. Therefore, one should learn to clearly articulate thoughts, write correctly, and defend one's position with reason.

5. Self-learning

The field of contextual advertising is developing very quickly. What seemed like a novelty two months ago is now considered commonplace. To work effectively and maximize the opportunities of advertising, you need to follow the updates of advertising systems, new tools and market trends.

A specialist must quickly understand what he sees for the first time in his life: new advertising tools, analytics systems, client CRM. At the same time, you will have to work with a variety of topics - solid fuel boilers, LED lamps, laser cosmetology.

6. Multitasking

There will be a lot of tasks and information. Contextual advertising brings quick results: today we launched advertising - tomorrow we already have the first statistics for analysis. Decisions need to be made quickly, the number of tasks per day is growing exponentially.

If the above points are close to you or you persistently develop these qualities, feel free to move on to the next question.

The employer will be more willing to hire an applicant who, in addition to desire and burning eyes, will have basic knowledge.

Learn theory. If you want to set up something for the first time, carefully read the help and publications on the topic. Do not trust your intuition and do not be fooled by the deceptive simplicity of the interface - one insidious tick in the settings can spoil the result of your work.

You can find a lot of information about PPC, the main thing is not to get lost in this stream and understand what you need. Key areas to focus on:

You can learn basic knowledge on your own, or in specialized courses. Let's consider both options.

1. Seminars and courses of contextual advertising

Do not go to courses where they will teach "how to set up an ad in 5 minutes and make a million." In contextual advertising, there are no ready-made universal recipes, you always need to take into account many factors: what project you need to work with, seasonality, competitors' offers, and so on. If you want to get a job and become a good specialist, don't chase big promises, but get serious about learning the basics.

• Netology - distance video courses;
• WebPromoExperts - distance courses and group sets in Kiev;
• EMPO - distance courses;
• I-Marketing.ua - they conduct courses in Kiev, they are more focused on targeted advertising on social networks.

Free courses on contextual advertising are regularly held by the Netpeak agency in Odessa and Kharkov. In the near future we should expect courses in Kiev. Only newcomers who are interested in working in the company can pass the selection. In order not to miss the opportunity, follow our social networks and updates on the Education Center page.

Free online courses are most often created by teams of advertising platforms:

It is also worth paying attention to free lectures for beginners from the eLama.ru service. They have well-structured basics of contextual advertising, there are questions for self-examination and answers to them.

Some useful tips:

1.2. that you will receive in the course. You must be able to apply your knowledge, understand what is used and why.

1.3. Feel free to ask questions teacher: to show that you didn’t understand something is not as embarrassing as to drain the advertising budget later.

1.4. Do not expect that the courses will give you absolutely all the knowledge, necessary for work - this is only the base on the basis of which you can develop further.

2. Official reference is your best friend

Always look for information in the official help first. If you can’t find it in the help or it’s difficult to write there, refer to other sources.

It is easy for a beginner to get lost among reference explanations: the information is not always presented clearly, and important nuances can be hidden in the notes to the notes. One of the most convenient ways to learn is through videos.

If you are looking for an answer to a specific question, just enter it in YouTube search, but always pay attention to the date of publication and the authority of the lecturer.

3.1. Google has many official YouTube channels, segmented by instrument and country. Content varies, so it's worth subscribing to all:

• English channel Google Ads ;
• English channel Google Analytics ;
• Russian Google Ads channel — « Google for Business »;
• Ukrainian - " Google Ads Academy ».

3.2. The official YouTube channel from Yandex.Direct - " Training in advertising technologies ».

3.3. You will find a lot of videos on contextual advertising on the SeoPult.TV website and their YouTube channel. For beginners, the section “Simply about the difficult” will be useful.

3.4. Regularly holds free webinars on contextual advertising WebPromoExperts. You can register for new webinars on the website or watch recordings on YouTube channel. I especially recommend paying attention to PPC Day online conferences.

3.5. In the releases of the video section of the blog #ON FINGERS watch short videos with answers to specific questions.

4.1. Books are a traditional source of knowledge, but they are rarely suitable for studying contextual advertising, because during the preparation of the text for printing, the interface and tools of advertising systems may change. If you are used to learning everything new to the sound of paper rustling, I recommend paying attention to the book by Perry Marshall and Brian Todd “Context advertising that works. Google Ads Bible" - helps to form a common vision of working with contextual advertising.

You may also find Ingate e-books useful. In most cases, the information is well structured and expert comments are provided.

4.2. Look for up-to-date information in specialized blogs and on information sites. Useful resources about Internet marketing can be found in the collection "120 Blogs on Internet Marketing

• The most influential PPC experts according to PPC Hero.

5. Use checklists

All experienced professionals have a set of checklists in their arsenal to eliminate the human factor and not miss important details. Moreover, the lists of mandatory items when setting up and optimizing advertising will be useful for beginners. A few links:

6. Where can you get help?

Look for professional communities or ask questions in the comments under thematic publications, the Netpeak blog will definitely answer you.

• In the Google Advertiser Community, you can ask a question about working with Google Ads or Analytics. Google uses various goodies to motivate community members, so you are more likely to get a quality answer.
• in the PPC-Club group they also answer questions on contextual advertising, and all answers are collected in the knowledge base.
• on Facebook it's worth paying attention to the community "