Home > What We Do > Content AdvertisingContextual & Display Advertising
The Differences in Contextual/Display Advertising
WebMetro is a leader not only in search engine marketing but contextual advertising, including display. We understand clearly the differences of creating, optimizing, and managing campaigns in the content networks. We work closely with Google and industry partners like SEMPO to establish best practices for contextual advertising and educate marketers why this form of internet marketing can help provide a competitive advantage for many brands.
Contextual Advertising Delivers Additional Conversions for Less
Content advertising, also known as contextual advertising, provides online advertisers targeted opportunities within the content networks of websites to increase reach and in many cases lower the average cost per acquisition.
84% of American consumers say online evaluations have an influence on their decision to buy a product or service . Where are they finding and reading those influential evaluations?*
(Online Feedback Significantly Influences Consumer Purchasing Decisions, Opinion Research Corporation, April 2009)
All over the internet – from longstanding news sources, review sites, social networks, how to guides – and many other online publications that are part of the content networks.
Reach Capability
Six billion ad impressions are served everyday across hundreds of thousands of websites in Google’s Display Network (formerly Google Content Network).Websites in content networks include premier publishers such as The New York Times, blogs, forums, shopping portals, coupon sites, to name a few. Industries range from food & cooking to politics. Bonus: Many of the websites in a content network are highly ranked organic websites. The expansive reach provides your brand massive exposure to web users engaged in content relevant to your products and services.
Sales Potential
Display advertising, a subset of contextual advertising, often gets a bad reputation in the ROI department. It doesn’t have to be this way with advertising in the content networks. In fact, display advertising as part of a contextual campaign has great sales potential.
Anti-spyware provider CyberDefender received 7,950 sales in one month from a contextual advertising strategy using display ads. Find out the details in this contextual advertising feature.
Improved ROI
An analysis by Google discovered the median advertiser running on both search and content networks, 20% of conversions were received from contextual advertising. Half of advertisers had a lower cost per acquisition (CPA) from advertising in the content network than the average search network CPA**.
(**CPA Performance Trends on the Google Content Network, 2009 )
Skincare specialist Murad increased sales of cellulite treatments 15% and reduced overall cost per acquisition by 13% through Google’s Content Network. Learn more via the contextual advertising case study.
It’s Not Just another Search Campaign
Efforts will fall flat if a contextual advertising campaign is developed and managed just like a search engine marketing campaign. Contextual advertising must be treated differently than search engine marketing, including understanding optimization techniques and tools unique to the content networks.
When contextual advertising is given the proper strategy, optimized and managed correctly the results are powerful.
Have we intrigued you? Call us at 866.922.4632 to speak to a member of our internet marketing team.