PPC Contextual Advertising Management
Contextual PPC is one of the least understood areas of search marketing. People new to Pay-Per-Click often don’t realize that, by default, most PPC platforms such as AdWords serve your ads and charge for clicks in situations totally unrelated to Search. Once you realize your ads are showing up on a wide variety of websites, some of which are of dubious quality, the immediate reaction is to disable the ads from appearing on the Content Network entirely.
While the search engines claim websites hosting their contextual ads are carefully screened to match the topics of the advertisements, the reality is usually quite different. Market Vantage has published several articles on the subject, which we highly recommend if you plan to manage contextual PPC ads yourself. Otherwise, you will almost certainly pay for clicks that do very little to enhance your bottom line.
While simply disabling your ads from appearing on other websites will stop the bleeding, you’ll also be missing a great opportunity to generate awareness and bring quality traffic to your website. Depending on your target audience, we have found that some organizations can generate better quality clicks, at a lower cost per click, on the content network than they can with Search, assuming of course that everything has been set up properly and carefully. At the very least, contextual PPC affords you the ability to tap into an expanded audience. There are only a limited number of searches on a given topic in any month. Contextual PPC can place your offer in front of prospects who are browsing informational websites. In this way, it is more like traditional advertising, except you still only pay when someone clicks through to your website.
Market Vantage has a great deal of experience in setting up and managing contextual PPC programs, and measuring the results. We would be pleased to speak with you regarding your PPC program and whether contextual PPC should be part of the mix.
Next Step:
Let us assess your PPC advertising strategy and/or your contextual advertising campaigns and determine if we can help improve your ROI. Please contact us in confidence by calling +1-978-482-0130 or complete the form below.
Contextual PPC Advertising Management Services Information Request Form