For most marketers, advertising campaigns in the major search engines are the logical starting place for their online marketing efforts. That doesn't mean, however that funds should be invested exclusively in that direction.
Any related channel that deserves consideration is Contextual Advertising, which is also known as Content Targeting. The main difference between Contextual Advertising and traditional SEM is that the searcher has not initiated a "search," but rather is reading an article online about a particular subject. The goal of Contextual Advertising networks is to closely align the ads displayed with the intent of each article. This matching occurs through algorithmic formulas that the individual networks employ.
Each major search engine powers a Contextual Advertising network. For example, ads appearing next to content in the New York Times are generated by Google. There are also a number of ad networks powering major sites that are outside the parameters of the major engines.
While Contextual Advertising traffic tends to be broader and sometimes less-qualified than the traffic generated from pure SEM, the overall pricing structure is lower in most instances. As a result, the engines provide a separate bidding interface for their Contextual Advertising networks.
One of the biggest challenges with Contextual Advertising is knowing which networks to pursue. To complicate matters, certain networks allow the advertiser to actually select the sites they want to have their ads displayed on while others do not.
MagnifyAds has a tremendous amount of experience with successfully managing Contextual Advertising campaigns for clients. From budget-allocation decisions to network selection to results tracking, we have a deep knowledge of the space and the best ways to integrate Contextual Advertising into SEM client initiatives.