Written by Chris Barling
Wednesday, 27 July 2011 00:00
In addition to advertising on search pages, you can advertise on the ’Content network‘ so that ads show up on third party sites affiliated with the search provider.
As an example, see ’Ads by Google’ scattered around the site:
www.davechaffey.com. It’s well worth distinguishing between content and search advertising as they have different characteristics. Note that Google will display your ads on its content network unless you explicitly opt out. You should generally bid lower and display different ads for content networks, probably being more provocative as people aren’t explicitly searching when your ads are displayed. You should possibly promote your brand. e.g. “Actinic for ecommerce” as if it doesn’t get clicked, you may still get some benefits. Always use site exclusions to avoid wasted ads. For content networks, ads are normally displayed next to content relevant to your keywords. Google is the dominant player and people rightly consider advertising on Google first. However, sometimes you can get great results by focusing on a smaller part of the market, accessed through one of Google’s competitors such as Yahoo or Bing (Microsoft).The advertising network Miva displays ads on The Sun and Dennis publishing websites which is pretty significant for some sectors.
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