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 for this advertising practice exist related to the positioning of advertisements. Once you've set up your AdWords campaign, you will be presented with the option of either placing your ads on the search or the content network (in this case, AdSense), or on both.
Search network advertisements are assigned many keywords that would match the text of the advertisement and that is an excellent method for getting searches to locate your product or service.
Alternatively, using the content network, your advertisement will be placed alongside an article with content relating to your advertisement. In this case it is read by users who may not necessarily be interested in actually purchasing any product or service, and, put another way, are browsers rather than searchers.
Because of this, contextual advertisements normally do not have the same impact as search advertisements. If your desire is to target both markets you want to create two separate marketing campaigns as this will allow you to expand your target area and inevitably increase traffic to your site.
Advertisers spend a lot of time and money making their advertisements, and they tend to close in on a certain age group, and a certain peer group. And when people in that age group click on the ads, they know they have did what they have set out to do. And they make they money they want.
Even if you have already done advertising with AdWords you may want to begin a new campaign if you want to target the content advertising folks. It may be possible to use the same campaign on the content network but it might not be as effective since the audience is usually considered more passive.
In summary, a well-run campaign on a search network will generally be the best and most reliable way to generate business. However, with some cleverness and savvy and well-written copy, it is certainly possible that this could be supported by a complementary campaign running on the content network.
Two methods for this advertising practice exist related to the positioning of advertisements. Once you've set up your AdWords campaign, you will be presented with the option of either placing your ads on the search or the content network (in this case, AdSense), or on both.
Search network advertisements are assigned many keywords that would match the text of the advertisement and that is an excellent method for getting searches to locate your product or service.
Alternatively, using the content network, your advertisement will be placed alongside an article with content relating to your advertisement. In this case it is read by users who may not necessarily be interested in actually purchasing any product or service, and, put another way, are browsers rather than searchers.
Because of this, contextual advertisements normally do not have the same impact as search advertisements. If your desire is to target both markets you want to create two separate marketing campaigns as this will allow you to expand your target area and inevitably increase traffic to your site.
Advertisers spend a lot of time and money making their advertisements, and they tend to close in on a certain age group, and a certain peer group. And when people in that age group click on the ads, they know they have did what they have set out to do. And they make they money they want.
Even if you have already done advertising with AdWords you may want to begin a new campaign if you want to target the content advertising folks. It may be possible to use the same campaign on the content network but it might not be as effective since the audience is usually considered more passive.
In summary, a well-run campaign on a search network will generally be the best and most reliable way to generate business. However, with some cleverness and savvy and well-written copy, it is certainly possible that this could be supported by a complementary campaign running 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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