Using AdWords Advertising
AdWords advertising campaigns are built around short, carefully worded advertisements. Although they may be limited in size advertising of this type can be very successful in attracting the attention of potential customers who will follow the adverts through 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.
Search advertisements, as has been proven, are normally a better way to reach your audience than contextual advertisements. Still, you could attempt to bring in traffic from both areas by designing multiple, separate ad series through assigning one to the search network and the other to the content network, and this could very easily help you expand your traffic.
Even though an ad put on a content network may not have as good of results as a search based ad, there are some positives about using contextual ads. The cost is lower per click and you usually have more control over where the ad is placed.
If you have an AdWords search advert created but yet want to try the content network you could consider starting up a different advertisement series pointed at the content market. Content networks have a more passive audience so simply just copying over your search network campaign will not suffice, you’ll need to complete retool it to make it work.
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.
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.
