Re: Contextual Advertising
"Cliff Kurtzman" <moderator_at_o-a.com> wrote:
> contextual advertising is an interesting concept that has
> not quite arrived yet. Advertisers are not seeing anywhere near the
> kind of response rates with this kind of contextual ad that they
> would see if they bought a paid inclusion ad on Google that is
> served up when someone types in "bird seed."
Cliff, that's probably the case for many (maybe even most) ad campaigns.
But you're generalizing. I know plenty of advertisers who have opted-out of
content-targeting for their Adwords campaigns because it hasn't generated an
adequate ROI, but I also know many advertisers who are getting higher ROIs
(and higher click-through rates and conversion rates) on Google Adwords
campaigns from content-targeted impressions than from search-targeted
impressions.
It really comes down to the product/service being advertised, the
copywriting, the selection of keywords bid on, their CPC and the nature of
the content sites where the ads are displayed.
Also, a lower ROI isn't necessarily bad. After all, if there isn't
available supply of advertising on search-targeted pages and advertising on
content-pages allows an advertiser to achieve incremental sales at an
acceptable ROI, profits will increase even though the ROI may be lower than
that of the search-targeted pages, without having to do much more than click
a checkbox.
--
Steve Werby
President, Befriend Internet Services LLC
http://www.befriend.com/
Received on Mon Nov 10 2003 - 09:41:09 CST
