ArticlesBase.com - Free Articles Directory
Free Online Articles Directory
21.08.2008 Sign In Register Hello Guest
Email:
Password:
Remember Me 
forgot your password?


Understanding the Difference Between SERP Ads and Content Network Ads

Author: Jerry Work Author Ranking Silver | Posted: 20-05-2008 | Comments: 0 | Views: 4 | Rating:  (70) Article Popularity - Blue (?) Got a Question? Ask.
Sign Up Now!

For most of the major search engine marketing platforms, there are two different places to run ads: on search engine results pages (SERPs) and on content pages. Search engine results pages are what you typically think of when discussing pay per click. Your ads are displayed when users search for terms that are the same or very similar to keywords you have specified in your account. Content network sites are non-search engine web sites devoted to some particular topic.

Web sites join content networks in order to monetize their traffic. Search engines split the revenue that is generated by each click of an ad on a content network site. The amount that can be earned for each click is dependent on how much advertisers have bid for the click. Clicks in more competitive industries will cost much more to the advertiser, so those clicks will be worth much more to the web site hosting the ad. Some internet entrepreneurs have made a lot of money building and promoting sites devoted to certain topics just to drive traffic to it so people will click on their ads.

For instance, let's say there is a hypothetical site called EverythingAboutFishing.com that is a member of Google's content network. Advertisers looking to advertise fishing products could choose to bid for clicks from the site, or choose to pay per thousand impressions (CPM). Either way, Google and the fishing web site will split the revenue generated from ads placed by relevant advertisers.

It has been my experience that ads on content sites generate far fewer clicks and conversions than ads on search engine results pages. This makes sense because no matter how relevant a web site is to the advertiser, viewers of the site will not be nearly as targeted as a search engine results page showing search results related to a specific keyword. Following are some of the main reasons you might want to use a content network rather than or in addition to search results:

1. You are on a tight budget in a competitive industry.

2. One of your goals is branding, or getting your business' name in front of as many people as possible.

3. You are in an industry in which there is not much search activity. For example, if you sell a new type of product that no one is searching for (because they don't know it exists), then content can help you drive traffic and increase awareness.

Beyond the exceptions listed above, you will generally generate much more traffic and get better results advertising on SERPs.

There are usually two ways to get your ads placed on sites in a content network. You can have your ads placed on the sites based on content that triggers your ad. This is the quickest way because you can just include the content network as part of your campaign setup. The other way to have your ads placed on content network sites is to run a site-specific campaign. The difference here is that your ads will only display on the exact web sites that you specify, regardless of the content on any other sites.

Content network ads may work well for your business, or they may not. The only way to know is to give it a try. Go conservative with your bidding at first and carefully monitor your conversions. Calculate your return on ad spend or cost per conversion for both search and content and go with the one that provides the best performance. If you just can't generate enough traffic using search alone, then add content to the mix.

Rate this Article: Current: 0 / 5 stars - 0 vote(s).

Article Source: http://www.articlesbase.com/sem-articles/understanding-the-difference-between-serp-ads-and-content-network-ads-421012.html

Print this Article Print article   Email to a Friend Send to friend   Publish this Article on your Website Publish this Article   Send Author Feedback Author feedback  
About the Author:

Jerry Work, president of Work Media, LLC, is an expert in PPC management and search engine optimization.

Submitting articles has become one of the most popular means of generating quality backlinks and targeted traffic to your website. Join us today - It's Free!

Article Comments

Comment on this article Comment on this article
Your Name
Your Email:
Comment Body
Enter Validation Code: Captcha


Related Articles

Pay Per Click Management: 7 Variables to Manipulate for Maximum Profitability
By: Jerry Work | 16/03/2008 | SEM
This article discusses the seven variables that must be tested and manipulated in order to achieve the highest possible return on investment from your pay per click campaigns.

Five Pay per Click Writing Strategies that Will Improve Your Return on Investment
By: Jerry Work | 17/03/2008 | SEM
A discussion of five pay per click ad writing strategies that can greatly improve the performance of your search marketing campaigns.

How to Write Good Landing Page Copy - Connect the Dots
By: Jerry Work | 17/03/2008 | SEM
When writing landing page copy for your web site, don't overestimate the intelligence of the reader. Follow the advice in this article and your landing page copy will be much more effective.

Using Targeting to Maximize Your Pay Per Click Performance
By: Jerry Work | 28/04/2008 | SEM
Targeting can help make your pay per click campaigns much more effective. Although it takes some time generate and analyze the data you need, it is an important part of the process of maximizing your paid search return on investment.

Using ROAS Calculations to Set Your Pay Per Click Marketing Bids
By: Jerry Work | 25/03/2008 | SEM
A logical, mathematically-based approach to determining the optimal initial bid level for a pay per click campaign.

Fun With Pay Per Click Math - How Much Can You Afford to Pay?
By: Jerry Work | 26/03/2008 | SEM
How much you can afford to pay for new customers is a critical component in deciding how much to bid for keywords in your pay per click campaigns.

Getting More Done with Yahoo! Search Marketing Automation
By: Jerry Work | 20/05/2008 | SEM
There is a trend in the search engine marketing industry toward account automation achieved via automated bid management tools supplied by the search engines. Here is an introduction to Yahoo!'s automation options.

How to Fine-Tune a Pay Per Click Campaign with Negative Keywords
By: Jerry Work | 04/04/2008 | SEM
There is a fine line between running ads for enough keywords in your paid search account to generate sufficient traffic and running so many that you generate junk traffic. Negative keywords can help you keep your traffic clean.

Got a Question? Ask.

Ask the community a question about this article:

Q&A Powered by:
Powered by Yedda 

Latest SEM Articles

Taking Your PPC Campaigns To The Next Level With Speed PPC
By: Alan Largo | 20/08/2008
Most likely, you already have a solid idea of what Pay Per Click or PPC is. You know that it is a method of advertising your business and targeting the right market. You also know how important this method is to your success and you are looking for PPC management tools to help you make the most of your advertisements...

Turn Your Paid Search Campaign Into a Laser Guided Missile with Negative Keywords
By: Jerry Work | 20/08/2008
Use negative keywords to focus your pay per click campaigns and turn them into laser guided missiles. They allow you to to greatly increase the quality of the traffic your site receives.

Selling Your Own Product Online
By: Garey Simmons | 19/08/2008
The Internet has evolved into an important marketing tool for every product and service. In todays world, many people first make the decision to start an online business, then consider what items to offer through that venture.

Free Internet Advertising Is Always The Best
By: Garey Simmons | 19/08/2008
Free Internet advertising provides an ideal means of website traffic building. People constantly search online for free Internet advertising, seeking specific services or products.

Affordable Search Engine Marketing using Banner Advertising
By: Garey Simmons | 19/08/2008
Renowned for its dual ability to save money and reach consumers beyond typically set territories, Internet banner advertising has captured the World Wide Web. Banner advertising played a major role in market trafficking throughout the scape of the Internet; many people and corporations have invested in this inexpensive advertising method.

Content Network Ads - A Good Choice for Many Online Advertisers
By: Jerry Work | 19/08/2008
SERP ads and content network ads are two very different things that advertisers often confuse. There are times when one may be a better option than the other.

Measure Your Search Marketing Efforts with a Weekly Googleprint
By: Jack Deal | 18/08/2008
The basics don't change very much and they are most important; change your homepage with fresh, original content daily, focus on keywords and keyword strings and publish, link and backlink as much as possible. Avoid scams and spam.

How to Turn a Profit on Unprofitable Keywords in Your Pay per Click Accounts
By: Jerry Work | 17/08/2008
Sometimes there is just no way to turn a profit from the initial sales generated by your keywords. However, with the right strategy, even losing keywords can become profitable.

More from Jerry Work

Combining Direct Marketing Strategies with Web Copywriting For Maximum Impact
By: Jerry Work | 20/08/2008 | SEO
Combining direct marketing strategies with the advantages the Web offers makes it much easier for business owners to write compelling, profitable copy. Here is a quick primer on how the two fields merge.

Turn Your Paid Search Campaign Into a Laser Guided Missile with Negative Keywords
By: Jerry Work | 20/08/2008 | SEM
Use negative keywords to focus your pay per click campaigns and turn them into laser guided missiles. They allow you to to greatly increase the quality of the traffic your site receives.

Content Network Ads - A Good Choice for Many Online Advertisers
By: Jerry Work | 19/08/2008 | SEM
SERP ads and content network ads are two very different things that advertisers often confuse. There are times when one may be a better option than the other.

RSS: Real Simple Syndication for Serious Internet Marketers
By: Jerry Work | 18/08/2008 | SEO
RSS is a technology that can help you quickly spread your original content across the Web and generate lots of new links back to your site. You should use it to stream your content to other sites as well as to stream content from other publishers to your site.

How to Turn a Profit on Unprofitable Keywords in Your Pay per Click Accounts
By: Jerry Work | 17/08/2008 | SEM
Sometimes there is just no way to turn a profit from the initial sales generated by your keywords. However, with the right strategy, even losing keywords can become profitable.

What is Fractual Ownership and Why is it Popular for Buying Luxury Items?
By: Jerry Work | 17/08/2008 | Finance
Fractual or fractional ownership is the hottest new approach to buying luxury items that an individual would not otherwise be able to afford.

Marketing Luxury Homes in the Age of the Internet
By: Jerry Work | 17/08/2008 | ECommerce
Selling real estate is a competitive business. It is also one in which there is both tremendous risk and high earning potential. That is especially true in the case of high-end luxury properties.

A Sampling of the Hottest Electronic Gadgets
By: Jerry Work | 14/08/2008 | Electronics
Every season brings a new crop of electronic gadgets and widgets of all sorts. Some of the hottest new electronic gadgets discussed in this article are not yet available in stores in the United States, but with the Internet, one can get a jump on learning about them and purchasing some of them. These gadgets cover a wide range of prices from very affordable to high end.

Article Categories






Give Feedback

Sign up for our email newsletter

Receive updates, enter your email below