Contextual advertising: landing page features and working mechanics

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Statistics show that for 62% of B2B buyers, online search is one of the first resources they use to make a decision.

Contextual advertising is an online advertising in which the user is shown ads relevant to the context of the content he is viewing. This format allows you to show your ads to users interested in a product or service.
Contextual advertising mechanics are constantly updated, but most of Yandex's innovations, unfortunately, relate more to B2C. For example, the mechanics of conversion optimization in the B2B segment, uae consumer email list which cannot boast a large number of leads, do not work as effectively.

This is logical, because Yandex cannot wean itself on a small number of conversions. There is a kind of life hack: you can switch to microconversions, for example, scrolling a page or to some target action, for example, downloading a lead magnet.

It is also worth noting that among the existing interests in Yandex YAN there is no choice for large B2B.

To effectively attract leads using contextual advertising, you need to “pump up”:

landing page ;
targeting methods ;
creatives .
By testing hypotheses, changing creatives, targeting and landing pages, we achieve the desired goal - we get leads.

Landing page