Is the effectiveness of contextual advertising reduced?
Hitwise states a decrease in the proportion of traffic from contextual advertising in the total share of search traffic arriving at sites. If in the spring of last year, contextual advertising averaged 9.84% of search traffic to sites, now there is only 7.25% left. The trend is evident in 16 out of 17 thematic categories of sites (except for “Education”, where the proportion of the context has grown from 1.39% to 1.45%), that is, almost everywhere.
The nature of the phenomenon is not entirely clear. Most likely, we are witnessing a gradual overflow of SEO budgets from contextual advertising to optimizers that work with organic search results. Perhaps there is an improvement in the quality of search results, which is why people are less distracted by contextual advertising. Or simply contextual links to Google are so “boring” that they just began to pay less attention.
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Hitwise analysts themselves explain what is happening with the recession and lower advertising costs, but their logic is not entirely clear.
The nature of the phenomenon is not entirely clear. Most likely, we are witnessing a gradual overflow of SEO budgets from contextual advertising to optimizers that work with organic search results. Perhaps there is an improvement in the quality of search results, which is why people are less distracted by contextual advertising. Or simply contextual links to Google are so “boring” that they just began to pay less attention.
')
Hitwise analysts themselves explain what is happening with the recession and lower advertising costs, but their logic is not entirely clear.
Source: https://habr.com/ru/post/59583/
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