PPC SEO header image 2

Tips and Techniques for Contextual Ads

No Comments · ppc

The following are some tips and techniques to keep in mind if you do begin exploring the use of contextual ads.

• If are interested in exploring contextual ads, be sure that “content search” is turned on in your basic setup page of your account (in general, it’s turned on by default).

Conversely, ensure that the “content search” is turned off if you are not interested in having your pay-per-click ads show up on content websites.

• Run competitive tests between your PPC search and your PPC contextual search ads before committing yourself to one or the other exclusively.

• Contextual ads have a different purpose than pay-per-click search ads-they are designed to instill interest in the product, while PPC search ads focus on conversions.

Thus, consider developing different landing pages and ad descriptions for each type of advertising.

• Set up competing contextual ads on a couple of different search engines to see which performs better for you.

• Remember to time your testing carefully. It is usually not a good idea to conduct testing of different ad campaigns during the holiday shopping season or even during months when major holidays, such as the July 4th weekend, occur.

The results could easily be skewed and not indicative of “normal” behavior in a more standard timeframe.

• Because this is a relatively new approach, ask your search engine’s account representative about the details of their contextual ad program

And be sure to seek their assistance if you are at all unsure about setting up campaigns in a way that will bring the best results.

Likewise, if you arc unhappy with the results of a contextual ad campaign you have run, go through the data with your search engine consultant or account manager and ask them to explain what didn’t work properly, and why.

Many search engines are just beginning to institute this type of search; therefore, there may be some kinks that need to be worked out on their end, particularly if the option is still marketed as being in a beta format.

• If your funds are low, consider giving contextual advertising a try, because the cost per click is normally quite a bit lower than pay-per-click search.

You may receive enough conversions to justify the campaign, and at the very least you will have gained some experience with the concept and techniques.

• Remember that there is a difference between the pay-per-click contextual search engines and websites that have contextual networks that you can advertise on.

For example, Google and Yahoo are search engines; Clicksor and InClick Contextual PPC Text Ad Server are not.

The latter rely on their network of publishers for placement of your contextual ads and thus require close attention if you conduct a campaign with them to ensure that your ad is showing up in the kind of content that has the greatest potential of bringing you conversions-informational sites and review sites.

• Even though the non-search-engine contextual ad providers, such as Clicksor and Quigo, do not have the, publisher base that the giant search engines have, they can provide a cheaper method of conducting a contextual ad campaign, and in an environment that many may find easier to manage and track.

The same is true of the smaller search engine’s programs, such as those offered by Kanoodle.

However, do keep in mind that the quality of clicks with those networks might be somewhat lower, as the best publishers tend to gravitate to the “big boys,” who tend to pay more.

• Contextual advertising works best for those advertisers who are most interested in increasing their number of impressions and their level of reach into the Internet marketplace.

Because the ads show up without the visitor actively searching for sales information, they can be very useful in increasing your presence on the Internet In a less sales-driven fashion, which does appeal to some users more than targeted results.

• As with PPC search advertising, tracking is the key to PPC contextual ad Success. Without knowing what is working and what is not, which keywords are converting or at least resulting in impressions, your ad dollars are being wasted.

Take the time to Investigate and analyze the data from any ad campaign.

• Remain aware that non-search-engine contextual ad providers tend to offer bidding based on channels or categories, such as travel, hotels, Computers, etc.

Contextual advertising in its current form is still in its relative infancy on the Internet, and many of the other search engines that could benefit from offering this choice to their advertisers have yet to develop programs.

Some are waiting to see how the market shakes out, and it advertisers concept of contextual search.

Meanwhile, advertisers are experimenting with all of the different per-click models that are coming to the forefront in this growth contextual advertising is but one of those options.

It can, however, strong means of increasing your market reach across different types of that you might otherwise never be able to penetrate.

After all, if you wanted to advertise in an offline version of a magazine, the cost of a full-page ad would be thousands of dollars and you would not be guaranteed placement next to relevant content.

Online contextual ads are, by their very nature, placed within extremely relevant content and can cost pennies per click, for a total ad campaign cost that is a fraction of the offline version.

Keywords: Contextual Ads, content search, pay-per-click ads, PPC search, pay-per-click search ads, ad,


No Comments so far ↓

There are no comments yet...Kick things off by filling out the form below.

Leave a Comment