content advertising tips

Successful PPC Contextual Advertising

David Szetela

david@clixmarketing.com

April 12, 2023 2

Contextual Is Not Search

Readers are not searching for you

More like banner or print advertising

Very useful for branding

April 12, 2023 3

Keyword Differences

Keywords are not discrete entities

Keywords + Ad = Theme

No more than 50 keywords per ad

group

April 12, 2023 4

More Keyword Differences

Match types are irrelevant (except

negative)

Liberal use of negative keywords (but

they don’t always work)

April 12, 2023 5

Ad Copy Differences

Ads need to stand out

Yell, don’t whisper

Be more competitive – e.g. free

shipping

Test, test, test

April 12, 2023 6

Ad Position Differences

Magic positions for Search are 1-3

Magic positions for Content are 1-4

Above 5, impressions drop dramatically

Quality Score still counts

April 12, 2023 7

Overall Advice

Set up separate Content campaigns

Test multiple ads

Monitor closely

Start bids low, go high

April 12, 2023 8

Pre-Announcing…

Google Placement Performance

Reports

Shows performance (clicks,

conversions) by site where ads served

Successful PPC Contextual Advertising

David Szetela

david@clixmarketing.com