Contextual Advertising

Contextual advertising is targeted advertising where text, display or video ads appear in designated areas on web pages based on the content on the page. Contextual advertising networks offer advertisers an opportunity to tap into a huge inventory of primarily text and display ads on web sites across the web, while publishers have a chance to monetize their page views by displaying those ads on their content pages.

Keyword-based Contextual Advertising

Keyword-based contextual advertising operates much like search ads in a traditional search pay-per-click auction-based ad network. Advertisers choose keywords relevant to their products or services and compose text, display and video ads based on the selected keywords. Advertisers bid for placement and rank and then pay a fee each time a web user clicks on a sponsored ad, but instead of the ads appearing in search results, they appear on the web pages of publisher partner sites.

Contextual advertising networks will display text, display or video ads on relevant web pages of content sites that have signed up as network publishing partners. The ad networks use information extraction technology to determine what a particular page is about and then map the most contextually relevant ads within the ad network database to that page.

Placement Targeting

Placement targeting is a variation of contextual advertising. Placement targeting allows advertisers to place their ads on specific pages or within “theme” categories of specific web sites. Placement targeted ads, which can be text; display or video ads are usually sold on CPC (cost-per-click) and CPM-basis (cost-per-thousand impressions), a payment model preferred by brand advertisers. Most contextual ad networks allow publishers to exclude web site they don't want their ads to appear on.

Publishing Partners

The ad inventory of contextual advertising networks is provided by a large network of partner publishers offering advertisers ad space on a wide variety of content and information Web pages that get millions of views every day.

Contextual Versus Search Campaigns

Contextual ads are often viewed under different circumstances and with a different mindset than search text ads. Contextual advertising campaigns, therefore, may require different creative, campaign structure, bidding strategy and ROI goals than PPC (pay-per-click) search campaigns.

Click-through rates and cost-per-click conversions for contextual ads are usually lower than for search ads. Keyword-based contextual advertising, on the other hand, can provide substantial impressions and maximum exposure at a very competitive rate. This presents an extremely cost-effective way to enhance a brand online compared to other methods. Contextual ads are also great for companies who have already fully utilized the traditional search keyword inventory available to them, but who want to continue to explore additional online advertising opportunities.

Contextual Advertising Services

Advanced Media Productions offers a full-service keyword-based contextual advertising management program based on the Google Content Network and 3rd party Google certified ad networks. This program includes campaign strategy development, keyword research, developing and testing of text, display and video ads, landing page development, campaign set-up, bid management, ROI monitoring with phone lead/sales tracking, campaign reporting and campaign review/analysis for further campaign performance improvements. We actively work with our clients to manage their contextual advertising campaigns to ensure they meet their online marketing goals.

Keyword Research

Keyword research is performed to establish a list of keyword phrases that are relevant to the advertisers’ products and/or services and is an important first step in the contextual advertising campaign set-up. When the right keyword phrases are selected and grouped with ad text in “tightly-themed” ad groups, ads will be served on the most relevant content pages.

Campaign and Bid Management Set-up

The Google AdWords contextual ad networks (Content Network) allows advertisers to define the keywords they want to target, develop customized ads for each group of keywords, as well as selecting the web page(s) and/or landing pages they want to direct the traffic to.

Campaign and bid management set-up includes:

• Account registration and activation
• Installation of URL tracking code for click-to-lead or click-to-sales conversions
• Keyword research and keyword selection, including negative keywords
• Assessment of maximum average bid cost based on projected rank position for each ad, estimated monthly number of click-throughs and ad budget
• Setting maximum bids for each AdWords keyword group, daily budget amounts and ad run schedule
• Determine daily/monthly campaign budget
• Grouping of related keyword phrases and ads into “tightly-themed” ad groups
• Development of text ads and/or display ad creative for each ad group in accordance to the Google Adwords specifications
• Entry of keyword data and ad creative
• Optimization and development of special landing pages when required
• Linking ads to relevant web site pages and/or landing pages
• Day parting set-up by scheduling what days and times ads will run
• Resolve any problems regarding Google rejected keywords
• Phone call tracking to monitor and track phone calls and leads generated via PPC campaigns. Phone call tracking set-up includes account creation with personal customer login, phone number assignment and implementation of PPC trackable phone numbers on all PPC landing pages. Advanced Media Productions is not responsible for qualifying phone calls

Any cost-per-click or CPM payments to the Google AdWords ad networks will be charged to the customers' credit card. Monthly advertising budgets can be fixed for the entire month and will not exceed the allocated amounts. Advanced Media Productions does not mark-up cost-per-click and CPM advertising charges.

Learn more about campaign set-up and keyword submission for Keyword-based Contextual Advertising.

Campaign Management and Analysis

After campaign and bid management set-up has been completed, the established ad rankings, cost-per-click and daily ad budgets must be monitored against competitive bids and click-to-sale, click-to-lead and phone lead conversions must be tracked to calculate the return on investment (ROI) for each ad group in the campaign portfolio.

Campaign management and analysis monitors daily ad budgets, maximum bid cost, ad rankings, keyword group and campaign performance and has become an essential part of any keyword-based contextual advertising campaign.

The Campaign Management and Analysis program includes:

• Daily monitoring of keyword performance (traffic, sales, cost per acquisition and return on investment), keyword evaluation and adjustment of non-performing ad groups on a monthly basis
• Ongoing monitoring of ad rankings, adjustment of ad group bid amounts (cost per click) within pre-set parameters to maintain the desired ad ranking positions
• Optimizing ad group bids for bid positions that yield the best return on pre-determined business objectives, e.g. Cost per Action (CPA), Profit Margin (PM) and Return on Investment (ROI)
• Day parting through scheduled pausing and un-pausing of ad groups based on time of day or day of the week
• Monitoring of preset daily and monthly ad budgets
• Ongoing keyword research and expansion of the keyword base including writing of new ad text
• Testing and improving existing ads to create a better match to the keyword “theme” of the ad group, writing more compelling ad text with a more coherent call to action
• Periodic campaign structural reorganization by breaking existing ad groups into separate groups with new ads and different landing pages
• Creating and testing multiple (alternate) ads for each keyword ad group to improve average click-through rate, raise average ad position and decrease cost per click
• "Live" telephone consulting as needed to discuss recommendations and changes to the keyword set, bid amounts, bid positions, bid rules, ad run schedule, keyword matching options and changes to the daily ad budget
• Create monthly campaign performance and placement performance reports via email for monitoring of campaign results, including the number of impressions, click-throughs, lead and sales conversions, revenue and campaign cost
• Quarterly evaluation of the campaign strategy, competition, keyword fluctuations and forecasting of the upcoming quarter based on historical data along with seasonal market considerations

Learn more about Keyword-based Contextual Advertising.

Contact us or call 1-888-755-5151 for more information.