Context and targeted advertising: differences

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An entrepreneur's ability to use various promotional and advertising tools on the Internet is a prerequisite for successful business development. Contextual and targeted advertising is one of the most popular ways of informing potential customers about your company. We spoke to the specialists at Oise Trade Poland and learned about the differences between these advertising formats.

Placement pages
Contextual advertising appears in search engines above the other results. It appears in response to a specific user query, such as 'buy a TV' or 'home renovation'. Targeted advertising is published in feeds and other sections of social networks: Facebook, Instagram, Twitter and others. In this case, the user is not looking for anything in particular. Advertisements are shown to a person based on information about them: gender, age, location, interests.

In contextual advertising, there are also systems for placing ads on partner resources. Again, the user does not request anything on these resources and the ads are shown to him:
  • by theme, for example when they read certain articles;
  • on the basis of behaviour. Let's say a person has created a shopping basket in an online shop, but has abandoned it. The ad will remind him;
  • based on the search queries they previously entered into the search engine.
In targeted advertising, there is no explicit information about whether a person is ready to buy or not. These ads are aimed at a 'cold' audience. The company only assumes that these people can become its customers.

The ads are shown according to certain parameters such as
  • demographic (gender, age)
  • Geographical (down to specific metro stations);
  • Education and work;
  • Interests and hobbies;
  • Activity in thematic communities.

Contextual advertising has a small reach and a limited audience, but it is the hottest. Targeted advertising provides access to the maximum number of users, but it is not as easy to get them to buy.
Target audience
Contextual advertising is generally targeted at 'warm' or 'hot' audiences. These are people who have already searched and are about to buy a competing product or are choosing between several products or services. Such search queries often include the words 'buy', 'order', 'price'.
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Contextual and targeted advertising have different approaches to advertising. This is because they are placed on different platforms and target different audiences. Oise Trade's dropshipping managers will, if necessary, help you to compose ads and find sites to place them.

In search engines, the most important thing is to briefly answer the user's question and quickly introduce the product or company. If you provide more information, such as contact details and links to the site, the ad will be even more eye-catching.

In targeted advertising, it is much more important to attract attention and interest through unusual creativity. Pictures, videos and text need to be changed constantly, because even the most interesting and high quality ads get boring and stop working.

In search ads, you can 'sell head-on', i.e. offer to buy or order something directly. In social networks, however, a softer approach works better: calls to consult experts or subscribe to a newsletter, rather than placing an immediate order.
Lead generation
From this point of view, targeted and contextual advertising are not very different. In both cases, traffic is attracted to a website or landing page where visitors are already waiting for various lead generation tools: feedback form, online consultant, shopping cart, etc. Although in social networks it does not always make sense to redirect users to an external resource. It is more effective to get a 'cold' audience to subscribe to an account, community or newsletter. Then gradually 'warm up' the subscribers and convert them into customers. If the social audience is 'hot', you can generate leads without a website. For this purpose, you should use special advertising formats with lead forms. When launching an advertising campaign, it is also necessary to consider the budget. Oise Trade managers will help you calculate the duration of the campaign, the budget required and the expected results.
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