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Szetela Ses Toronto Contextual


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Szetela Ses Toronto Contextual

  1. 1. Successful PPC Contextual Advertising David Szetela [email_address] http:// /blog
  2. 2. Content Advertising Doesn’t Really Suck David Szetela [email_address] http:// /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:// /blog