An AdWords advertising campaign is built around short but carefully worded advertisements. Although limited in size these advertisements can be very successful in attracting the attention of users who will then click on the advert and be taken to your website.
Two methods exist and they depend on where you are going to place your advertisement. During the set up process of the AdWords campaign you will be given a couple of options and you can decide to place your ad on the search or content network (Adsense) or you can place it on both networks.
Ads in the search network are linked up with a list that contains keywords that are closely tied to the advertisement's text and will then hopefully catch the eyes of more potential visitors who are actively seeking out your product or service.
With context networks, the advertisement is located close to an article or blog that is similar. Because of this the article might be read by people who are not intending to buy the service or product as they are just browsing.
The effectiveness and performance of search advertisements far exceed that of contextual advertisements. In order to drive more traffic to your website, though, you could target both networks (in effect 'broadening your net') by selecting the search network check box for one and the content network check box for the other.
Contextual adverts have their advantages despite the fact that they may not give as many advantages as a search based advert. Your cost per hit is a lot lower and you'll have a little more flexibility in where your adverts land.
If you have an active search advert on AdWords and want to try out the content network, you may wish targeting content advertising separately. Although it may be possible for you to reproduce your search network advertising copy verbatim, the content network has a more passive audience and this approach may not be appropriate. Reworking of the copy with this in mind may prove to be a more effective campaign.
In the final analysis a well run search network campaign is usually the most effective way to generate business but with a little ingenuity and well written copy there is no reason why this could not be supported by a parallel campaign on the content network.
Two methods exist and they depend on where you are going to place your advertisement. During the set up process of the AdWords campaign you will be given a couple of options and you can decide to place your ad on the search or content network (Adsense) or you can place it on both networks.
Ads in the search network are linked up with a list that contains keywords that are closely tied to the advertisement's text and will then hopefully catch the eyes of more potential visitors who are actively seeking out your product or service.
With context networks, the advertisement is located close to an article or blog that is similar. Because of this the article might be read by people who are not intending to buy the service or product as they are just browsing.
The effectiveness and performance of search advertisements far exceed that of contextual advertisements. In order to drive more traffic to your website, though, you could target both networks (in effect 'broadening your net') by selecting the search network check box for one and the content network check box for the other.
Contextual adverts have their advantages despite the fact that they may not give as many advantages as a search based advert. Your cost per hit is a lot lower and you'll have a little more flexibility in where your adverts land.
If you have an active search advert on AdWords and want to try out the content network, you may wish targeting content advertising separately. Although it may be possible for you to reproduce your search network advertising copy verbatim, the content network has a more passive audience and this approach may not be appropriate. Reworking of the copy with this in mind may prove to be a more effective campaign.
In the final analysis a well run search network campaign is usually the most effective way to generate business but with a little ingenuity and well written copy there is no reason why this could not be supported by a parallel campaign on the content network.
About the Author:
Justin Harrison is a leading Internet Marketing consultant responsible for the Internet Marketing strategies behind some of the biggest online brands including Amazon, BBC, MasterCard and many others.
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