Successful PPC Contextual Advertising  David Szetela [email_address] http:// clixmarketing.com /blog
Content Advertising Doesn’t Really Suck David Szetela [email_address] http:// clixmarketing.com /blog
Contextual Is Not Search <ul><li>Readers are not searching for you </li></ul><ul><li>More like banner or print advertising...
 
The Way Content Advertising Works <ul><li>GoogleBot examines keywords </li></ul><ul><li>GoogleBot examines publisher page ...
Keyword Differences <ul><li>Keywords are not discrete entities </li></ul><ul><li>Keywords + Ad = Theme – to match publishe...
The 594 Themes
 
More Keyword Differences <ul><li>Match types are irrelevant (except negative) </li></ul><ul><li>Individual keyword bids ar...
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...
New Google Report is Essential <ul><li>Google Placement Performance Reports </li></ul><ul><li>Shows performance (clicks, c...
Possibly Great Strategy <ul><li>Set up separate Content campaign </li></ul><ul><li>Run performance report </li></ul><ul><l...
Successful PPC Contextual Advertising  David Szetela [email_address] http:// clixmarketing.com /blog
Upcoming SlideShare
Loading in...5
×

Szetela Ses Toronto Contextual

797

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
797
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
42
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • 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.
  • Szetela Ses Toronto Contextual

    1. 1. Successful PPC Contextual Advertising David Szetela [email_address] http:// clixmarketing.com /blog
    2. 2. Content Advertising Doesn’t Really Suck David Szetela [email_address] http:// clixmarketing.com /blog
    3. 3. 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>
    4. 5. The Way Content Advertising Works <ul><li>GoogleBot examines keywords </li></ul><ul><li>GoogleBot examines publisher page content </li></ul><ul><li>Match type and negative keywords refine targeting </li></ul><ul><li>Ad is placed on a page with relevant content </li></ul>
    5. 6. Keyword Differences <ul><li>Keywords are not discrete entities </li></ul><ul><li>Keywords + Ad = Theme – to match publisher site Theme </li></ul><ul><li>Theme must be one of 594 </li></ul><ul><li>No more than 30-50 keywords per ad group </li></ul>
    6. 7. The 594 Themes
    7. 9. More Keyword Differences <ul><li>Match types are irrelevant (except negative) </li></ul><ul><li>Individual keyword bids are irrelevant </li></ul><ul><li>Negative keywords don’t work the same as search </li></ul>
    8. 10. 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>
    9. 11. 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>Below 5, impressions drop dramatically </li></ul><ul><li>Quality Score still counts – but not as much </li></ul>
    10. 12. 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>
    11. 13. New Google Report is Essential <ul><li>Google Placement Performance Reports </li></ul><ul><li>Shows performance (clicks, conversions) by site where ads served </li></ul>
    12. 14. Possibly Great Strategy <ul><li>Set up separate Content campaign </li></ul><ul><li>Run performance report </li></ul><ul><li>Use Site Exclusion to eliminate poorly-performing sites </li></ul><ul><li>Move top-performers to a CPC Site Targeting campaign </li></ul><ul><li>Rinse and repeat </li></ul>
    13. 15. Successful PPC Contextual Advertising David Szetela [email_address] http:// clixmarketing.com /blog
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×