From tailoring algorithms to honing in on searcher intent to allowing YouTube users to skip ads, Google has always allowed searchers a certain element of control in how results are served. For example, from a PPC perspective, users have been able to exclude advertisers from appearing using the Ads Preferences Manager in their accounts.
In addition to this functionality, Google recently announced it will expand upon the element of control and will allow users to “mute” ads from within its display network. Ads that appear contextually via Google will appear with a small [x] in the corner, which will allow users to opt out of seeing ads from that campaign.
This option won’t apply across the board, as users could still see ads from the same marketer if another of its campaigns targets specific Web content.
The major takeaway here is the importance of tailoring ad content as closely as possible to user interest and intent. Contextually, this means Ad Groups should be grouped tightly according to targeted placements and keywords and use relevant ad text to boot.
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.
- 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.
- 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.
- Bidding Techniques – Because ad space in contextual sites is limited, bidding to reach the top slots is key.
- 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.
Posted by: Leslie Norgren, Project Manager
What if the price of an online advertisement was based on if people liked the ad or not?
Well in June Digg began plans to implement a process to do just that with a new form of contextual advertising. The new advertising platform called Digg Ads allows users to either Digg or bury sponsored ads. Sponsored listings began appearing in August and are still in limited rotation as the platform becomes adopted by both users and by the site itself.
Ads are designed to look and feel similar to regular Digg content, falling in the stream of stories, but are noticeably marked as paid assets.
Posted by: Shannon Anderson, Project Manager
With the increasing competitiveness of pay-per-click (PPC) advertising, marketers are looking for complementary advertising tactics that will help them stand out from the crowd. One way to differentiate your company is through contextual advertising where paid ads can be targeted to users based on the content they are viewing. The advantages of using this platform include:
- Targeting beyond search to hook users who are looking for related content
- Telling your story in a different way via images, rich media, video and text
- Diversifying beyond search to increase your advertising reach and lower your cost per click (CPC)
- Advertising on sites your customers are likely to engage with and tailoring your messaging to apply to this content
Posted by: Gloria Dutton, Marketing Coordinator
Contextual advertising places Google Ads on websites outside of the Google search engine. Participating in this “content network” allows you to reach a new audience looking into topics relevant to your business or product.
It’s important to note that your ads will show more impressions and a lower click-through rate. That’s related to the fact that the audience is interested in the related topic but not necessarily searching specifically for a product (as they are in the search engines). That being said, there are many things you can do to conquer the contextual advertising outlet and make it work for you.
Themes are the key: Unlike in search, contextual advertising is all about the theme of an ad group, not the specific keywords. Keywords should present a strong theme, as together they give Google a good idea of what the overall ad group is about. Ad group themes are best developed through 5-15 keywords.