Successful PPC Contextual Advertising  David Szetela [email_address]
Contextual Is Not Search <ul><li>Readers are not searching for you </li></ul><ul><li>More like banner or print advertising...
Keyword Differences <ul><li>Keywords are not discrete entities </li></ul><ul><li>Keywords + Ad = Theme </li></ul><ul><li>N...
More Keyword Differences <ul><li>Match types are irrelevant (except negative) </li></ul><ul><li>Liberal use of negative ke...
Ad Copy Differences <ul><li>Ads need to stand out </li></ul><ul><li>Yell, don’t whisper </li></ul><ul><li>Be more competit...
Ad Position Differences <ul><li>Magic positions for Search are 1-3 </li></ul><ul><li>Magic positions for Content are 1-4 <...
Overall Advice <ul><li>Set up separate Content campaigns </li></ul><ul><li>Test multiple ads </li></ul><ul><li>Monitor clo...
Pre-Announcing… <ul><li>Google Placement Performance Reports </li></ul><ul><li>Shows performance (clicks, conversions) by ...
Successful PPC Contextual Advertising  David Szetela [email_address]
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  • This presentation describes the beginning of a study Clix is doing on PPC Contextual Advertising – full results will be described at PPC Summit, SES Toronto and in an article on Search Engine Land. Give me your bizcard or send me an email to receive full version. This presentation describes info received from Google; will have specific input from Yahoo and Microsoft.
  • Content Advertising Tips

    1. 1. Successful PPC Contextual Advertising David Szetela [email_address]
    2. 2. Contextual Is Not Search <ul><li>Readers are not searching for you </li></ul><ul><li>More like banner or print advertising </li></ul><ul><li>Very useful for branding </li></ul>
    3. 3. Keyword Differences <ul><li>Keywords are not discrete entities </li></ul><ul><li>Keywords + Ad = Theme </li></ul><ul><li>No more than 50 keywords per ad group </li></ul>
    4. 4. More Keyword Differences <ul><li>Match types are irrelevant (except negative) </li></ul><ul><li>Liberal use of negative keywords (but they don’t always work) </li></ul>
    5. 5. Ad Copy Differences <ul><li>Ads need to stand out </li></ul><ul><li>Yell, don’t whisper </li></ul><ul><li>Be more competitive – e.g. free shipping </li></ul><ul><li>Test, test, test </li></ul>
    6. 6. Ad Position Differences <ul><li>Magic positions for Search are 1-3 </li></ul><ul><li>Magic positions for Content are 1-4 </li></ul><ul><li>Above 5, impressions drop dramatically </li></ul><ul><li>Quality Score still counts </li></ul>
    7. 7. Overall Advice <ul><li>Set up separate Content campaigns </li></ul><ul><li>Test multiple ads </li></ul><ul><li>Monitor closely </li></ul><ul><li>Start bids low, go high </li></ul>
    8. 8. Pre-Announcing… <ul><li>Google Placement Performance Reports </li></ul><ul><li>Shows performance (clicks, conversions) by site where ads served </li></ul>
    9. 9. Successful PPC Contextual Advertising David Szetela [email_address]

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