AdWords advertising campaigns are built around short, carefully worded advertisements. Although they may be limited in size advertising of this type can be very successful in attracting the attention of potential customers who will follow the adverts through to your website.
Two methods for this advertising practice exist related to the positioning of advertisements. Once you’ve set up your AdWords campaign, you will be presented with the option of either placing your ads on the search or the content network (in this case, AdSense), or on both.
Ads in the search network are linked up with a list that contains keywords that are closely tied to the advertisement’s text and will then hopefully catch the eyes of more potential visitors who are actively seeking out your product or service.
With context networks, the advertisement is located close to an article or blog that is similar. Because of this the article might be read by people who are not intending to buy the service or product as they are just browsing.
Because of this, contextual advertisements normally do not have the same impact as search advertisements. If your desire is to target both markets you want to create two separate marketing campaigns as this will allow you to expand your target area and inevitably increase traffic to your site.
Even though an ad put on a content network may not have as good of results as a search based ad, there are some positives about using contextual ads. The cost is lower per click and you usually have more control over where the ad is placed.
If you have an AdWords search advert created but yet want to try the content network you could consider starting up a different advertisement series pointed at the content market. Content networks have a more passive audience so simply just copying over your search network campaign will not suffice, you’ll need to complete retool it to make it work.
In summary, a well-run campaign on a search network will generally be the best and most reliable way to generate business. However, with some cleverness and savvy and well-written copy, it is certainly possible that this could be supported by a complementary campaign running on the content network.
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