Contextual advertising: agencies VS aggregators

I read here the article of the general director of the service context aggregator. The article is good: it is very vital to describe the existing problems of the agencies involved in contextual advertising. Problems, undoubtedly, are, on them we will be run a little lower. But the decision to change to the contextual aggregator is not very convincing. Thoughts immediately come to mind: aha, that's it, that's what this all was written for! Every sandpiper praises its swamp. We also have our own swamp, and also have something to praise, but let's try to understand the essence.

So, Yandex.Direct has over 300,000 advertisers and over 1,500 partner agencies. Agency commissions are “clamped down”, and everything goes to the fact that they will be canceled sooner or later. I think this will happen next spring. It is clear that the commissions will not be completely canceled for everyone (at least not in the near future): there are already too large agencies on the market that play their important - in a sense, social and environmental role: they are the conductors of the ideology of the context in general and Direct in particular, and not we, non-core agencies. Most likely, the commission will not be cut down by them, or they will be offered some other schemes of work. But here we, agencies that specialize not in context, but in a complex of works, especially can not count on a commission.

And what should advertisers do in these conditions? Going to an agency, not going to an agency, and if you don’t go, what to do - develop the context yourself, use aggregators, hire freelancers? To answer correctly, you need to understand that advertisers in Yandex.Direct are not homogeneous. Tatyana Kostenkova’s article is about this, but I’d get a little deeper into this topic.

Client Psycho Types in Direct

We can distinguish several psychological types of advertisers in Yandex.Direct in our practice of context management.

  1. Rogue

    The budget is 10-15 thousand rubles. Often 5000 rubles. And sometimes 3000 rub. They call and say right: I can spend on the context no more than three thousand rubles. Very often, promises to increase budgets, "if there will be a result." To believe them, as a rule, is impossible - they do not achieve results, and not only in context. Conduct context, as a rule, independently. The group is unstable, its representatives are very quickly transformed and leave the ranks of the group. At first rogue go to Direct and merge their budget completely. After that, they are divided into two subtypes - nihilists and actually rogue trainees. Nihilists after draining the first budget go everywhere and shout: Direct - this layout for suckers, does not work all-in-one. Rogue-trained after the discharge of the first budget, go "improve skills": read 2-3 books on the context, will attend a couple of free seminars. Run again. If everything turns out from the second or third attempt, go into some other category, if it does not work out, they become nihilists, moreover, they are headed by the most rabid nihilistic detachments. If you go to the next levels, then, as a rule, they move on very successfully. Acquire serious competence in Yandex.Direct, can count money, very often become clients of agencies (at later stages), because understand the amount of work the agency is doing. The worst scenario for rogue trainees - when Direct is not something that does not discourage its costs, but balances near zero. I beat off the budget for a month, did not beat off the month, then beat off the two and did not beat off three again. This clinic, people for years are engaged in garbage and sincerely believe that they have learned all the basics of Direct.

    Benefits for agencies: no.

    Minuses: As a rule, they are owners of micro and nano-businesses.

  2. Marketing and Advertising Managers

    Well, you know, there are such Lenochka and Katya. They work in medium-sized companies that keep firmly in the market and have their base of regular customers, which has been developed over the years. In these companies, Lenochka and Katenka are responsible for organizing exhibitions, both for the website and for printing business cards. All are engaged in search engine optimization - and we will be engaged. Competitors context launched? And we will launch. They spend on the context from 20 to 100 thousand. Competences are different - from very high to zero. In the case of the presence of high competencies, operational feedback, completeness of the information provided, advertising campaigns in Yandex.Direct will be effective. Often, the opposite situation can also be: the context was launched, but there is no feedback on the campaign, no one monitors calls, the expansion of the advertising campaign is not profitable for anyone (extra work), the budget is not based on business needs and seasonality. Often, a budget is a fixed amount per week, you want it or not, and you have to scroll through it all - no more and no less: "the budget approved the leadership."

    Pluses for agencies: work long (sometimes for years).

    Minuses: Despite the fact that among this group of clients there are many sane and competent, part of the group - full of "non-legal", to prove something, improve and fight for the result - is useless. On that side is a mannequin, which is all on FIG, and any improvement in the advertising campaign for him is an extra hemorrhoids by agreement, and not growth opportunities for business.

  3. Krupnyakov traffic managers

    Often work in startups that have received investments. Know the price yourself. They look down on you a little - they say, I would have done everything myself, and it’s better, but I’m too busy to do it: I’m working on strategy. Very often, the amount of work is inadequately estimated: they want to accomplish in an hour what, according to the most optimistic scenario, the traffic manager’s day will work. They are constantly trying to create a blessing: they train an agency employee with things drawn from webinars and seminars, implying that the employee is an idiot and is sitting at random here. Constantly want unreal indicators. Budgets are different, but for the most part - from 50 thousand to half a million per month. If the budgets are big - all the time they are blackmailing you: here, they say, I will leave, and what will you do without me? When he leaves, the agency often sighs with relief - the work on the project was often more than the project commission.

    Pluses for agencies: interesting tasks that make you move forward. “Golovnyaki” associated with this type of clients, strengthen such qualities of the agency as stress resistance, the will to win, healthy cynicism.

    Minuses: nervous and immune systems are affected.

  4. Business owners

    The agency, as a rule, can only communicate with the owners of micro and small businesses. If the business grows, Katya and Lenochka are already communicating with the agency. But for an agency, apparently, a small business is the best option. Business owners quickly cut off all the tinsel, understand the goals and objectives of the agency, understand that these goals and objectives do not go against his own goals. Can become ideal customers - if 1) you confirm your competencies; 2) if the business owner has passed all stages, starting from rogue trainee to a good specialist in direkt. Very often, business owners have truly serious competencies in the Directive, they can count every ruble, they understand what determines the success or not of the success of an advertising campaign in Direct. And in general, I would gladly take some of them to work as traffic managers .

    Pluses for agencies: the budget is formed on the basis of goals, often they really look at life, they understand that there is no freebie and they will not be ready to pay for the result (and this is enough for a normal agency).

    Minuses: they are not, if the work is conducted in good faith.

I describe to you my experience - the experience of an agency that does not specialize exclusively in Yandex.Direct (and the context as a whole), but uses this tool as needed.

What does success in context depend on?

I will not take large advertising agencies that specialize in context - everything is clear. They serve the interests of large multinational companies, TOP-100 advertisers in e-commerce, car dealers and so on. In short, they have their own buns, automation, "unique" competencies, justified if you have large budgets and +1005000000 campaign requests. But if the advertiser has a budget of 20-100 thousand rubles. on Direct (and this is after all the majority of advertisers in Direct), the indisputable advantage of aggregators, compared to agencies, still seems to me not so indisputable. And that's why.

From the point of view of the commission, advertisers with a budget of 20-100 thousand rubles, of course, are not interesting to agencies (what do we earn from them - from one and a half to eight thousand? - I don’t even know how much, honestly). And it seems, indeed, aggregators look preferable. They will not have a “personal approach”, but then the robot will regulate the rates - and even no one can provide this at the agency.

Rebzya, always, in all publications, at all seminars, in all books and webinars one such thesis is voiced: the effectiveness of an advertising campaign is the efficiency of work in the system, i.e. collecting semantics, writing ads and working closely with bids (preferably online). Work in the system ensures the profitability of the entire campaign. Bad / untargeted semantics, lack of work with stop words, bad ads - and the results are bad.

Damn it, it's a lie. We all - the market, the players of this market - have been participating in a huge lie for many years in a row. The effectiveness of the system does not mean nothing, if there is no effective work on the site. The system is an opportunity to get a target transition. But the decision to purchase is not in the system, but on the landing page.

Yes, this, of course, is casually mentioned. If the site is not ready for the context, the effectiveness will be low. But in fact, what can aggregators give, besides general recommendations on the site? The role of the landing page is certainly no less than in the overall success or failure in the contextual advertising campaign. And here agencies have much more advantages. And they earn no longer on the context, but on:

  • creating landing pages and selling texts;
  • conducting A / B testing;
  • conversion scripts linked to web analytics.

As a result, the agency works with the client's sales funnel, and not with the contextual advertising system. Here Direct is one of the many tools used. Once again: contextual advertising by itself does not guarantee anything. With two identical - literally one to one, - advertising campaigns, with the same set of keys, with the same advertisements and stop words, one campaign can be super-profit, the other will just merge the entire budget. Well, right?

Where to go?

Large advertisers with full-fledged marketing departments, in which there is a full-time traffic manager, go to specialized agencies. Their goal is to automate large PPC campaigns.

Smaller advertisers can go to aggregators. But only under two conditions: 1) if they measure the KPI of an advertising campaign and calculate ROI 2) if they independently do all the work on the site, one way or another connected with the contextual campaign. There are not so many such advertisers in a small (and even average) business.


Only in the agency. Only hardcore!

Watch the video: Context Summits Miami 2019: The Role of Alternative Data within Investing Panel (February 2020).


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