How to build a semantic core for contextual advertising?

Semantic core for contextual advertising Contextual advertising

To get good results from running online advertising, you need resources and time to optimize it. But one of the most important steps in setting up any campaign is compiling a semantic core for contextual advertising.

It is competent work in this direction that is the key to the high effectiveness of the campaign. Poorly chosen semantics will consume huge resources without adequate returns.

What is the semantic core for contextual advertising?

Semantic core for an advertising campaign is a list of phrases for which users interested in the product will be able to see the ad.

Important! It is at the stage of creating the core that the competition for the buyer begins. How well you feel the client, understand his needs and can predict the wording of his queries in the search, depends on the productivity of the campaign.

Three-quarters of success is laid at the level of semantics, which means that it is its quality that should be given especially close attention.

Why is it critical to collect high-quality semantics for an advertising campaign?

Selection of effective keywords. But how to assemble a semantic core for contextual advertising professionally, and what does it give the advertiser?

Professionally selected keywords allow you to receive certain benefits in the future:

  1. Rejection of non-convertible requests. In the process of forming the semantic core, non-commercial keys that do not lead to the conclusion of a transaction are cut off. It is not possible to get the maximum number of leads for a high-frequency or non-specific query. For example, if you run an ad on the keyword “machine plaster”, then without paying due attention to negative keywords, there is a risk of getting an audience that is looking for “machine plaster how to do it yourself” or “machine plaster photography”. With a careful approach to the formation of semantics, such keys are added to negative words and thus cut off. Potentially effective phrases for getting targeted traffic are not affected;
  2. Rational spending of the budget. Qualitatively selected semantics allows you to minimize the number of non-target clicks on the ad. As a result, funds are spent only on those visitors who are interested in the transaction. And the formation of a list of low-frequency keywords allows you to collect less competitive and, therefore, cheaper target queries;
  3. Conversion boost. A properly formed semantic core allows you to maximize the effect of the campaign, which inevitably translates into sales growth;
  4. Analytics. The next work with the list of phrases is to optimize it, because, no matter how professionally and scrupulously the queries are selected, among them there will definitely be those that form leads worse than others. Analysis using statistics in Google Analytics allows you to identify them and turn them off, as well as supplement the list of negative keywords.

Main ways to collect semantics for contextual advertising


There are two ways to collect the semantic core for contextual advertising.

The first involves eliminating special tools for generating a list of keys, and is based solely on guesses about how users might search for a particular product. This approach is dangerous. Based only on your own inference, you can miss a lot of high-performance keys or include phrases with zero frequency in the semantics.

The second method is to use tools that allow you to evaluate the real picture – the actual requests of the audience. They help to obtain information about competitors, scrupulously collect semantics and create an exhaustive list of queries. The relevance of advertising with this approach increases significantly.

Advice! You can increase the return of an advertising campaign and create a high-quality semantic core by combining both approaches.

How to create a semantic core for an advertising campaign?

In order to collect keywords, you need to perform several steps, the logical sequence of which is not recommended.

Collecting marker queries

Markers or grouping words (also called bases or clusters) are words that serve as a source for parsing, during which the main set of phrases or phrases is selected.

For example, the list collected by the marker “lawn mower”‎ looks like this:

List of keywords by marker

Important! For parsing, you should select all variants of phrases used to promote in contextual advertising for a particular campaign.

As an example for garden equipment, markers are “cultivators”, “trimmers”, “aerators”, etc.

Using Google Ads Keyword Planner

In the Tools & Settings section of this service, there is a tool called Keyword Planner. You can use it for free.

Semantics in Keyword Planner

There are two ways to generate a list of keys:

  • Set your own base words;
  • Enter the domain of an Internet resource or the address of an individual page.

Here you can also find data on the average monthly number of requests and the level of competition for them:

Keyword frequency and competition level

Using automation tools

It takes time to collect keywords manually using the Google Ads Planner. Special automation services will help save resources. Such tools help to group not only key phrases in the table, but also add competition and frequency indicators to it.

Key Collector is one example of such software. The tool is paid and offers extensive functionality for those who are engaged in semantics at a professional level and deal with kernels containing more than half a thousand keys.

Collecting the semantic core in the Key Collector program

The software allows you to quickly parse and collect frequencies. You can quickly unload a ready-made data array from it for further work, although the tool itself is available only within one device.

Uploading semantics from Google Analytics

To create a semantic core for contextual advertising, you can use the accumulated statistics on organic traffic by exporting queries to Excel for the longest possible period of time from Google Analytics. To do this, you will need to link your Analytics and Search Console accounts. Further, this function is available in the “Requests” subsection of the “Search Console” section in the “Traffic Sources” menu.

Semantics for advertising campaign from Search Console

Spying on competitors

The method with unloading keys from organics is applicable only to sites with a history. If the resource is new, and such traffic does not yet exist, then you can use information about the requests of competing companies.

Several services help with this. The most convenient way for Google Ads is to use the Serpstat service. It contains the most complete database of keywords in Russian from both paid search results and Google organics.

Serpstat allows you to analyze competitors, contextual ads and their semantics. The service can work from different devices in multi-user mode, so it is suitable for those who plan to use it in a team.

Export competitors keywords from Serpstat

Viewing search suggestions

Search hints are a non-obvious but very good source for adding semantics. They can be downloaded using special programs or directly from Google search results.

Search suggestions

Both of the programs described above – Key Collector and Serpstat – have the corresponding functionality.

Peculiarities of compiling a semantic core for Google Display Network

The formation of the semantic core for the CCM has its own characteristics. It is important to remember the following rules:

  • There is no need to collect low-frequency phrases for advertising on the Display Network, since there are no search queries as such in this network;
  • The use of negative keywords should be extremely careful, as they can greatly reduce traffic;
  • When setting impressions on Display Network, use broad match – phrase and exact matches will significantly reduce the number of impressions.

What mistakes are made when collecting semantics for contextual advertising?

When working on semantics for contextual advertising, the following mistakes are most often encountered:

  • Creating pages exclusively for keys. There is no need to expand the resource structure indefinitely. It is much more efficient to use similar or identical key phrases for one page;
  • The emphasis on the most competitive phrases and the desire to get the most traffic for them. Such keys can be left, but attempts to overtake competitors on them are ineffective and too costly;
  • Not using woofers. The most interested visitors find themselves on the site precisely for such key phrases, which helps to quickly rise in the search engine results;
  • The desire to automate the process as much as possible. Tools only group words according to certain criteria, but their quality can only be analyzed manually.

Using the knowledge and information gleaned from the article, you will be able to professionally approach the compilation of the semantic core, which will be the key to the success of your advertising campaign.

Сергей Шевченко
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