Content Advertising
Industry-recognised search engines have teamed up with content publishers around the world to offer a advertising solution that expands further than traditinoal search platforms i.e. iAfrica.com, Reuters.com
Content advertising describes an alternative advertising strategy of including content targeted PPC campaigns into your online portfolio. Pay per click adverts can be matched to similar content of articles or themes published on content-partner websites. The idea behind content advertising is that a reader interested in an article or theme on a webpage may have an interest in PPC adverts with similar themes.
Sponsored Content Listings - Visual Representation
Sponsored Content Listings - Click Image To Zoom
Example of Content-Partner PPC Adverts
The area captured within the window represents PPC adverts that have been matched to the topic of the article within a webpage of Reuters. The pay per click adverts have been sorted and ranked slightly different to the way sponsored search listings are awarded positioning. The following factors are looked at in determining ranking positioning:
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Theme-based relevance to published article
A PPC advert has a greater opportunity of attracting an interested referral if there exists a high degree of relevance between the topic of article or press release and the theme of the PPC ad text. Search engines will match pay per click adverts to content-partner articles as closely as possible to insure a positive user experience.
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Keyword & Adgroup Quality Score
The PPC quality factor is a measure of the textual consistency between keywords, ad text and landing page content. The focus is once again to award advertisers offering an interested search engine user, a positive user experience.
Content targeted pay per click advertising is entirely OPTIONAL. The performances of these ads do not have any impact on the quality of your search targeted ppc ad campaigns. This strategic add-on expands your PPC campaign reach beyond recognised search platforms. There is no larger contextual advertising alternative available today.
