Contextual advertising – fast, but expensive

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Where it is most effective : sales of popular and well-known products, online courses.

Contextual advertising is used in conjunction with SEO. Each click or impression is paid for. You choose the payment method and the upper budget limit yourself. Gives a quick start, brings the first traffic and customers. Advantages:

you can customize the display of ads to a narrow target part time data audience. This will help save your budget;
Increasing website traffic has a beneficial effect on optimization, and SEO starts to work faster.
Contextual advertising - fast, but expensive

The top 2 ads are contextual advertising

The downside is that clients run out exactly at the moment when ad impressions are turned off. Therefore, contextual advertising is used as an additional, rather than the main, promotion channel.

SMM – direct sales and image formation
Suitable for : businesses with eye-catching visuals (online stores of clothes, shoes, accessories, textiles, interior items, holiday attributes), services, doctors, photographers, stylists. These are generally accepted recommendations. If you know how to beautifully present your business with photos, welcome. If desired, you can also sell drills on Instagram.

SMM – managing a business account in social networks. Can perform two functions (together or separately):

direct sales;
image support.
The last option is suitable for businesses whose services the subscriber does not need right now. Let's imagine a person who subscribes to a private therapist. He follows useful posts on Instagram with interest, regularly sees his name in the news feed. Gradually, he becomes attached to the account on the level of emotions and trust. Now he is healthy. When something hurts, he will remember the wonderful doctor.

SMM works well in conjunction with targeted advertising on social networks.