The major PPC engines offer the ability for advertisers to show their ads on both search and content networks. However, those networks are very different from a consumer engagement process, and they should be treated very differently.
To provide a quick recap, with the search network, an advertiser bids on a keyword, and if the search uses that keyword in the query, then an ad will show. This engagement process is based upon someone actively looking for information related to a keyword that the advertiser has chosen to show an ad.
Although similar in many respects, the content network is very different, and must be approached with a completely different mindset.
The major PPC engines offer the ability for advertisers to show their ads on both search and content networks. However, those networks are very different from a consumer engagement process, and they should be treated very differently.
To provide a quick recap, with the search network, an advertiser bids on a keyword, and if the search uses that keyword in the query, then an ad will show. This engagement process is based upon someone actively looking for information related to a keyword that the advertiser has chosen to show an ad.
Although similar in many respects, the content network is very different, and must be approached with a completely different mindset.
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