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How to Optimize a Contextual Advertising Campaign
Posted: July 13, 2007
My latest article on Search Engine Land is now out that goes into depth about contextual optimization:
The major pay per click engines, such as Google and Yahoo, include two different types of distribution: On their own search engine result pages, and on content pages elsewhere on the web. These two types of advertising, while often lumped together under the pay-per-click (PPC) label, are very different. Advertiser’s ability to control these networks and consumer’s interaction with these networks are completely different. Hence, they should be treated as completely separate types of distribution.
Often contextual advertising gets a (sometimes undeserved) bad rap. There are techniques that you can use to have a very effective contextual ad campaign.
Enjoy the entire article on SEL.
Related Information:
- Microsoft adCenter to Launch Contextual Program This Fall
- Q&A - Why & how do I separate content vs search information in AdWords Reporting?
- If you’re showing contextual ads on your site - Do Not Block these Bots
- Are you marketing or advertising? Yes, there is a difference.
- Branding with Pay Per Click Advertising
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