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CONTEXTUAL ADVERTISING ARTICLE Mastering Google AdWords Marketing: Contextual AdvertisingSeparate your Google AdWords search advertising and contextual advertising. Why?
Create two separate campaigns, one with only the search network box checked and one with only the content network box checked. The target audience for search ads and content ads (contextual ads) can be quite different. Let's call them searchers (active) and browsers (passive), respectively. Searchers are actively typing the keywords you are bidding on. Browsers, who see your ad triggered by a contextual advertising system, are more passive in the sense that they didn't type specific keywords into a search box.
UPDATE: This article was originally written in 2005.
Since then, Google has introduced 2 more checkboxes:
1 to opt in or out of Google itself and 1 to set separate bids for content ads.
Check the Google and Search network boxes for your search campaign
and the Content network box for your content campaign.
You don't need to check the content bids box. That is only necessary
if you are blending search and content ads in a single campaign
but want to bid separately for the content network.
Any other updates to this article based on the evolution of
the AdWords platform will be indicated by
Create separate ad campaigns with these distinct types of visitors in mind. For example, suppose you're selling organic coffee beans online and you have the following keywords in both a search advertising campaign and a contextual advertising campaign (note that a real Google AdWords campaign would include broad, phrase and exact matches as opposed to simply broad matches): organic coffee organic coffee beans coffee beans online fair trade coffee organic fair trade coffee Let's argue that a high percentage of people actively typing "fair trade coffee" into a search box (searchers) are interested in buying fair trade coffee. (Enticing them to actually buy from your site is a topic for another article.) Suppose a Google AdSense publisher has written an article covering the certification process for fair trade coffee. People reading this article (browsers) are likely not predisposed to want to purchase fair trade coffee. They could be more interested in the economics or politics of fair trade. Track your Google content ads and, if you receive too many clicks without sales, either modify the text of your content ads, reduce the bids or focus the keyword list. For example, if the keyword list above was originally incorporated into both a search ad campaign and a contextual ad campaign, the keyword list for the content ad could be altered to something more along these lines: buy fair trade coffee order fair trade coffee purchase fair trade coffee fair trade coffee online This way, the search and content ads can diverge. The ad copy and/or keyword list and/or bids could evolve in different directions over time. If they are lumped together in the same AdWords campaign, a change in reaction to poor performance because of a single AdSense content page could severely limit a robust search ad campaign. Conversely, in some cases, a content ad might perform better than a search ad. Again, it's useful to monitor the campaigns separately and to evolve them discretely. Next Page: Better stats and negative sites >>  Save article to del.icio.us
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