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Clickable Blog: Benefits of Separating Search and Content Network Campaigns

Nov 20, 2008 / Trace Johnson
If you are new to online advertising you might not know that your ad network probably offers two different types of ad placement: search engine placement and content (contextual) advertising. Search network ads appear beside search engine results on sites like Google, Yahoo and MSN. Content ads appear on web sites with content that matches what you are advertising. Google, for instance, places content ads on sites like The New York Times Online, About.com, Business.com, and the Food Network, to name a few. Paid search advertising and content network advertising are two very different ballgames with very different costs and performance rates. Content bids are usually much cheaper than search bids. This is true for a couple of reasons. There is usually more competition for search terms than there is for content; there is also a lot more content out on the web than there are search engine results pages. With more available inventory and less competition you can expect to pay much less for... Comments(1)
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