PPC ads aren't the same as traditional ads in that they're highly relevant to the pages on which they appear. That is, PPC ad networks don't display any old ad on a web page; instead, they try to serve up the right ads for the right potential customers. To get this done, PPC advertising networks utilize keywords, those content that users search for on Google and other search engine sites.
Everything starts when a PPC advertiser purchases a particular keyword or phrase from the PPC ad network. Ideally, the keywords purchased are somehow associated with or descriptive of the product or service promoted in the ad.
The keywords purchased determine in which the ad is displayed. When a user enters a question on a related search site, such as Google, the advertiser's ad is displayed on search results page in the "Sponsored links" area that appears at the very top or side from the page. The ad is designed to look kind of like an organic search result the better to entice users to click the ad. To this end, PPC ads on search search engine pages are almost always text ads. That doesn't mean that you can't do PPC image ads, just that these image ads won't appear on search results pages.
So, for example, if you have a business that sells acoustic guitars and accessories, you might purchase the keywords "guitar," "pick," "strap," "amplifier," and so on. When a consumer searches Google, Yahoo!, or Bing for just about any of these keywords, your ad appears on the search results page. Your ad also appears whenever a consumer would go to an affiliated website that features content containing these keywords sites about guitars.
The neat thing about PPC ads is that they use advanced search technology to serve content-focused ads that is, an advertisement that relates to the underlying content of the host web page. Every market knows, an ad that is somehow related to the content from the underlying medium in this case, the web page reaches a more targeted audience than a more broadly focused ad. This close relationship between ad content and page content should generate more and better visitors to the advertiser's website. It's very targeted placement.
Like a side benefit, this context sensitivity also benefits the sites that host the ads. If, for instance, you host a website about NASCAR racing, only ads somehow related to stock car racing will appear on your site. You won't see ads for cooking utensils or legal services or babies toys; your site's visitors will only see ads that are related to the main content of your site. This will make the ads a little less annoying and more likely to be clicked.
So how exactly does a PPC network serve up these relevant ads? It's about leveraging search technology. When we're talking about the Google, Yahoo!, and Bing ad networks, each company uses exactly the same sophisticated algorithms that it uses to create its search index to determine the content of pages for sites that participate in its advertising program. The ad network analyzes the keywords that appear on a web page, the word frequency, font size, and overall link structure to figure out, as closely as you possibly can, what a page is all about.
Then it finds ads that closely match that page's content and feeds those ads to the page. I sign up for Google's AdSense network, and Google serves up ads on each page that are highly relevant to the content. The best ads for the right content benefits both advertisers and the host sites.
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Note: This article was sent to us by: Charles Turner at 03142011
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