Posted by: Meg Archer, Marketing Coordinator

Internet users are spending more time on contextual sites. Actually 45% of a user’s time on the web is spent on contextual sites, according to eMarketer. What does that mean for us here at 90octane? It means that we create a strategy for our clients that incorporates contextual advertising with the right mix of techniques to generate the most conversions possible. Here are four key techniques to keep in mind to produce successful contextual campaigns.

1. The Right Mix – You can’t use the same keywords and ads that you use for a PPC campaign and think they will convert on the content network. Your aim should be to grow and leverage the level of interest the content your ads are appearing next to, and then shift the reader’s focus to buying.
2. Keyword Planning – It is critical to have a well thought out keyword strategy. There is a difference when planning your keywords for PPC and contextual campaigns. Remember to put keywords in your strategy that are related to your product. Long tail keywords won’t generate much traffic, so generic, broad terms gain more importance at cheaper prices.
3. Bidding Techniques – Because ad space in contextual sites is limited, bidding to reach the top slots is key.
4. Optimize – The content on sites is always changing, so make sure you are regularly optimizing to ensure that traffic, clicks and conversions remain high.

Contextual advertising and PPC are very different. You are reaching out to prospects through destinations where they spend a majority of their time, but they aren’t specifically looking for your ad. Keep asking yourself what will grab the attention of users and draw them away from the content on the site to click on your ads.