The use of contextual advertising in the promotion of the educational program 42.03.05 “Media Communications” of the Russian State University for the Humanities

The paper studies the main features of various types of online advertising. Internet advertising today is the main channel through which one 

can influence the target audience in higher education therefore, the study of effective tactics of for application in the promotion of educational programs is extremely relevant. The distribution of online advertising is carried out through special media platforms “Yandex”, “Google” and so on.

A feature of online advertising, unlike classic types, is the presence of a significant number of available tools for analyzing its effectiveness using the Yandex.Metrica and Google analytics systems.

Contextual advertising is an advertisement that is placed as a result of analyzing the interests and behavioral characteristics of Internet users. Contextual advertising customization algorithms allow showing your ad to the most interested audience.

Targeted advertising on social networks is an advertisement that allows to show your ad to the target audience that is most relevant to your product.

Unlike contextual advertising, which is developed on the basis of studying the interests and requests of users in search, targeted advertising is placed on social networks, where users do not go to find information and study something, but in order to have fun and find out what is new from friends, therefore, when developing and configuring advertisements, it is necessary to take into account the specifics of working with non-formed demand.

The use of tools is considered on the example of a case study on the promotion of the educational program 42.03.05 “Media Communications” of the Russian State University for the Humanities. Brief recommendations are given for preparing the text block of the ad, setting up the target audience in the advertising cabinet, and selecting keywords for displaying the ad.

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