Contextual Advertising

Overview

Contextual advertising is an online marketing technique that is based on a website's content. When users view a particular web page, automated systems display advertisements related to the content. Advertisers are able to match advertisements with content by associating their advertisements with relevant keywords.

This technique assumes that an advertisement will appeal to a reader because it relates to content that he or she is interested in. The goal is that audiences will find the advertisement informational or beneficial.

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A website developer may choose to display advertisements on the website. He or she can also have complete control over what ads to display. Most publishers display advertisements that have the potential to generate income. If a viewer clicks on the audience, the website owner receives a predetermined amount of money from the company that has placed the advertisement. A website publisher can also earn commission when a user looks at an advertisement or when a sale is complete.

Advertising costs vary by how much you will need to bid for a keyword from a search engine. You might also need to hire an agency to design and develop your advertisement. You will also need to pay website publishers to display your advertisement. Internet advertising will cost you money, but it is relatively inexpensive compared to other advertising methods. Online advertisements are a powerful marketing tool and can help you increase your business.

Benefits

Internet advertising is relatively inexpensive compared to other advertising methods. Contextual advertisements are powerful marketing tools and can help drive traffic to your website. Advertisements will help expand a business's customer base. You can also build strong relationships with the companies who advertise your products. Conduct a cost-benefit analysis to determine whether Internet advertising will be profitable for your company.

How It Works

In general, you will work with an online marketing firm to match your advertisements with publishers of content website. In some situations, you may want to work with the content publishers, themselves. Many marketing firms work with tools that enable web pages to generate and regenerate displayed advertisements. This software scans the text on the page for specific keywords. The software will then display advertisements based on the page's keywords. Advertisements could be pop-ups, banners, or text.

Companies/Brands

Xapads, WideProfile, and Chitika offer contextual advertising services. Google AdSense, Microsoft AdCenter, and Yahoo Advertising create contextual ads for businesses.