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Гайд для рекламодателей по формату «рекламная строчка»

В данной статье мы постарались достаточно объективно (насколько могли) описать, наверное, самый новый для Рунета формат рекламы.

О преимуществах формата рекламной сторки.

В отличие от баннерной и тизерной рекламы, интернет-пользователи лояльны к формату рекламной строки, поэтому в лице пользователей переходящих по вашему рекламному объявлению вы получаете уже достаточно заинтересованных («теплых») в ваших товарах и услугах людей.

Что выгоднее: оплата за показы рекламной строчки или за клики?

Все зависит от целей. Если ваша цель «получить максимум посетителей» — наиболее выгодным вариантом будет составление «завлекающего» текста строчки и размещение его на сайтах с оплатой за показы.
Таким образом, CTR (соотношение переходов к показам) может достигать порядка 5% в данном формате.

Если же, например, вам нужны только потенциальные покупатели какого-либо виртуального или реального продукта — лучше составить строчку грамотно и разместиться с оплатой за клики.
Не будет лишним указать в строке сразу стоимость товара. Пользователь должен узнать о товаре из рекламной строки как можно больше. Если потенциальный посетитель увидел цену на товар и после этого перешел на ваш сайт, значит, стоимость его устраивает, и с большой вероятность он станет покупателем. Если же цена не устраивает, то, скорее всего на ваш сайт пользователь не перейдет, но вы при этом не оплачиваете стоимость клика, а значит, экономите рекламный бюджет.

Где размещаться?

Абсолютное большинство сайтов, использующих формат рекламной строки, подключены к системе Nolix (http://nolix.ru). Таким образом, зарегистрировавшись там, вы можете подбирать площадки для размещения вашей рекламы по тематикам и другим параметрам вручную, либо в автоматическом режиме.
Средняя стоимость 1000 показов на сайтах, подключенных к Nolix  0.1$ — 0.8$.

К недостаткам Nolix можно отнести отсутствие возможности размещения рекламных строк с оплатой за переходы, а также внутренний баланс, исчисляемый в долларах (хотя, возможно, кто-то отнесет это как раз к достоинствам).

Если вы определили, что платить за переходы будет выгоднее, чем за показы, то вам подходит другой сервис — ContextBar (http://contextbar.ru).
К положительным сторонам данного сервиса можно отнести тематический таргетинг, единую стоимость перехода для всех тематических категорий (3 рубля), отсутствие процедуры регистрации, возможности отслеживать источники переходов и все необходимые данные о посетителях.
К недостаткам — невозможность подбирать конкретные площадки для размещения, здесь нам ограничивают лишь выбором тематик, близких размещаемой рекламной строке.

Послесловие.

Напомню, что формат рекламной строки появился и сразу выстрелил в начале 2010 года и применялся в то время он исключительно SEO-шниками для продвижения продаж всевозможных фильтров, конверсия была просто сумасшедшая. Затем различные «фильтры для увеличения ТИЦ» ушли, а формат рекламной строчки остался как один из самых простых и эффективных инструментов интернет-рекламы, которым пользуется множество рекламодателей в продвижении самых различных товаров и услуг.

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