Introduction to Contextual Advertising
Hey Folks. My name is Charles Lumpkin. I appreciate you spending some time with me today. We are going to talk about Google contextual advertising. It’s also known as the Google content network. Others also have it. MSN has one. I believe Yahoo has one as well.
In contextual advertising, it’s essentially those ads you see on other people’s sites. It’s not in the search results. It is in other people’s sites. It says “Ads by Google” on the top or bottom. I think even CNN has it.
Contextual Advertising is when Google is trying to match the context of what a web site is with what the context an advertiser’s campaign. For instance, we have a photo umbrella here. It would be having a website that is all about photo umbrellas, stands, cameras, etc. Then you have an advertiser that is advertising on keywords like “photo umbrellas.” And Google is trying to match the context and make sure that what the user is seeing is actually a relevant ad.
When you are doing your content campaigns, the number one thing that you want to make sure that you do is split the campaigns out from your search campaigns. When you set up a search campaign, by default Google has contextual advertising turned on. You’ve got to make sure that you turn that off. That will screw up your results in a bad way. What you have to do is create a separate contextual advertising campaign and make sure that you have search turned off. This will ensure that you have two clean buckets that you can run a different way. They are completely different methods of running a campaign.
It is a very important tip and a very important thing to do. My name is Charles Lumpkin and you can find me at CharlesLumpkin.com.