Contextual advertising auction

Contextual advertising can be shown to the user in search results. Such a CA is called a search engine. The reason for displaying a particular advertisement is the so-called “keywords”. If the user's request matches the keyword, then advertising is included in the output. Otherwise ignored. The advertiser sets a list of desired keywords in their account settings.

Google Adwords and Yandex Direct use an auction system to determine CAs “worthy” of display. The brief principle of the auction can be formulated as follows: the more you are willing to pay per click, the more chances your ad has to rank high. It is not that simple. In addition to PPC, impressions also check ad quality, CTR, landing page quality, and query relevance. The system takes all these characteristics into account when distributing advertising results, that is, depending on the results of the analysis, it makes a decision: which advertisement from which advertiser to show on the 1st, 2nd, 3rd, etc. place.

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