1 / 9

Successful PPC Contextual Advertising

Successful PPC Contextual Advertising. David Szetela david@clixmarketing.com. Contextual Is Not Search. Readers are not searching for you More like banner or print advertising Very useful for branding. Keyword Differences. Keywords are not discrete entities Keywords + Ad = Theme

jacksondaniel
Download Presentation

Successful PPC Contextual Advertising

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Successful PPC Contextual Advertising David Szetela david@clixmarketing.com

  2. Contextual Is Not Search • Readers are not searching for you • More like banner or print advertising • Very useful for branding

  3. Keyword Differences • Keywords are not discrete entities • Keywords + Ad = Theme • No more than 50 keywords per ad group

  4. More Keyword Differences • Match types are irrelevant (except negative) • Liberal use of negative keywords (but they don’t always work)

  5. Ad Copy Differences • Ads need to stand out • Yell, don’t whisper • Be more competitive – e.g. free shipping • Test, test, test

  6. Ad Position Differences • Magic positions for Search are 1-3 • Magic positions for Content are 1-4 • Above 5, impressions drop dramatically • Quality Score still counts

  7. Overall Advice • Set up separate Content campaigns • Test multiple ads • Monitor closely • Start bids low, go high

  8. Pre-Announcing… • Google Placement Performance Reports • Shows performance (clicks, conversions) by site where ads served

  9. Successful PPC Contextual Advertising David Szetela david@clixmarketing.com

More Related