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.
Within the content network, as opposed to the other, your ad will be surrounded by an article or other content which is related. So in this scenario, your ad is viewed by readers who are maybe not thinking about purchasing at the moment, so, they are only browsing and not searching.
Because of this, contextual advertisements normally do not have the same impact as search advertisements. If your desire is to target both markets you want to create two separate marketing campaigns as this will allow you to expand your target area and inevitably increase traffic to your site.
Advertisers spend a lot of time and money making their advertisements, and they tend to close in on a certain age group, and a certain peer group. And when people in that age group click on the ads, they know they have did what they have set out to do. And they make they money they want.
If you have an active search advert on AdWords and want to try out the content network, you may wish targeting content advertising separately. Although it may be possible for you to reproduce your search network advertising copy verbatim, the content network has a more passive audience and this approach may not be appropriate. Reworking of the copy with this in mind may prove to be a more effective campaign.
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.
