Nationwide Marketing

Contextual Advertising

Nationwide Marketing offers contextual advertising and search marketing in an effort to drive more relevant web traffic to your site. Contextual advertising is a form of targeted advertising for advertisements appearing on websites or other media, like mobile browsers. It is a concept different than normal paid inclusion. Where methods such as pay per click and other links appear on search engine results pages, contextual advertising campaigns place banners and links on web pages that have a contextual relationship to the product or service being sold.

For example, a banner ad for baking pans might be placed on a web page that has a recipe for a cake on it. Contextual advertising does not require a keyword search to bring up the ad; it is simply there every time a particular page is viewed. Contextual advertising works when webmasters order Java code from companies such as Google AdWords that will provide them with advertisements that pertain to the topic of their web pages. Contextual advertising is also used by search engines to display advertisements on their search results pages based on the keywords in the user's query.

Types of Contextual Ads

Inline Contextual Advertising: In the search engine marketing (SEM) industry, the contextual ads that people are most familiar with are Google AdSense and Yahoo Publisher Network. econd-tier, pay-per-click search engines such as FindWhat and Kanoodle also offer contextual advertising programs. These ads commonly appear on the right side of the page under the "Sponsored Links" heading. Advertisers who are willing to pay more per click can also have their ads displayed at the top of a Web page, depending on the publisher.

In-text Contextual Advertising: In-text contextual advertising is another type of inline contextual advertising. With in-text contextual advertising, ads appear within the actual page content. For example, if a website contains an article about Internet marketing, hypertext links that are actually links to contextual ads. These types of ads are gaining in popularity because the ads are user-activated. This means that once the user hovers over the link and sees that it is an ad, he or she can choose whether or not to click on it to view the full ad.

Pop-up/Pop-under Contextual Advertising: As the name implies, these ads either pop up over what the site visitor is reading or pops under the browser window. These tend to be very irritating and intrusive to site visitors. And, they can easily use a pop-up blocker to disable these ads.

Contextual advertising is a great way to add relevant advertising to a Web site, particularly if a site's content is written in a search-engine friendly manner. News sites and blogs are the perfect medium for contextual advertising because they tend to be focused on specific areas of interest. To get advertising revenue, visitors must click on the ads and leave your site. In order to fully benefit from contextual ads, your websites' content needs to be worth revisiting on a regular basis. Thus, your content needs to be fresh, original and compelling. Plus, you have to make a commitment to keeping it updated on a near daily and no less than a weekly basis.

Be sure to research the contextual ad programs available. There are other programs besides Google and Yahoo that may suit your needs better and not be as stringent in rules and regulations. Sometimes, site owners inadvertently violate causing costly penalties in search engine rankings and penalties from the ad programs themselves.

Also, be aware of your competitors' ads appearing on your pages. " I wouldn't join AdSense or any other contextual scheme unless I could control whose ads would be placed on our sites," said Anne Kennedy, Managing Partner at search engine marketing firm Beyond Ink. "We've worked hard to develop the Beyond Ink brand and we are extremely protective of it." Most reputable contextual ad programs provide filters to block out competitor ads. Use them wisely to avoid an embarrassing mistake and having your site visitors click off to your competitor's site.