Grab Your Audience’s Attention -
Display and Contextual
SurfNet is a leader not only
in search engine marketing but contextual advertising, including display. We understand clearly the
differences of creating, optimizing, and managing campaigns in
the content networks. We work closely with Google and industry partners to establish best practices
for contextual advertising and educate marketers why this form of
internet marketing can help provide a competitive advantage for many brands.
What Can Display
Advertising Do For Me?
If you’ve ever clicked on a banner or
skyscraper ad whilst browsing, you’ll know that display advertising can be
compelling and highly effective.
Ever-improving technology means you can incorporate high-quality imagery, animation, video and
interactivity within the ad. Display advertising has a significant impact on brand awareness and,
when combined with offline activity as well as PPC and SEO, can further improve the volume and
quality of traffic being driven to your site, as well as improve conversion rates.
Advertising Delivers Additional Conversions For Less
Content advertising, also known as contextual advertising,
provides online advertisers targeted opportunities within the content networks of websites
to increase reach and in many cases lower the average cost per
Contextual advertising is a form of targeted advertising for
advertisements appearing on websites or other media, such as content displayed in mobile browsers.
The advertisements themselves are selected and served by automated systems based on the content
displayed to the user.
A contextual advertising system scans the text of a website
for keywords and returns advertisements to the webpage based on what the user is
The advertisements may be displayed on the webpage or as
pop-up ads. For example, if the user is viewing a website pertaining to sports and that website
uses contextual advertising, the user may see advertisements for sports-related companies, such as
memorabilia dealers or ticket sellers.
Contextual advertising is also used by search engines to
display advertisements on their search results pages based on the keywords in the user's
Contextual advertising is a form of targeted
advertising in which the content of an ad is in direct correlation to the content of
the web page the user is viewing. For example, if you are visiting a website concerning travelling
in Europe and see an ad pops up offering a special price on a flight to Italy, that’s contextual
advertising. Contextual advertising is also called “In-Text” advertising or “In-Context”
Contextual advertising has made a major impact on earnings of many websites.
Because the advertisements are more targeted, they are more likely to be clicked, thus generating
revenue for the owner of the website.
84% of American
Consumers Say Online Evaluations Have an
Influence On Their Decision to Buy a Product or
Six billion ad impressions are served
everyday across hundreds of thousands of websites in Google’s Display Network (formerly Google
Content Network). Websites in content networks include premier
publishers such as The New York Times, blogs, forums, shopping portals, coupon sites, to name a
Industries range from food & cooking to politics. Bonus:
Many of the websites in a content network are highly ranked organic websites. The expansive
reach provides your brand massive exposure to web users engaged
in content relevant to your products and services.
Display advertising, a subset of contextual advertising,
often gets a bad reputation in the ROI department. It doesn’t have to be this way with
advertising in the content networks. In fact, display advertising
as part of a contextual campaign has great sales potential.
Anti-spyware provider CyberDefender received 7,950 sales in
one month from a contextual advertising strategy using display
Skincare specialist Murad increased sales of cellulite
treatments 15% and reduced overall cost per acquisition by 13% through Google’s Content
Improved ROI (Return Of Investment)
An analysis by Google discovered the median advertiser running on both search
and content networks, 20% of conversions were received from
contextual advertising. Half of advertisers had a lower
cost per acquisition (CPA) from advertising in the content network than the average search
It’s Not Just another Search Campaign
fall flat if a contextual advertising campaign is developed and managed just like a search engine
marketing campaign. Contextual advertising must be treated
differently than search engine marketing, including understanding optimization techniques and tools
unique to the content networks.
When contextual advertising is given the proper
strategy, optimized and managed correctly the results are powerful.
If you would
like to learn more about SurfNet's Display and Contexual Ad
please contact us by filling our Request More Information
Form or call us at 1-888-704-7773.
A member of our team will be happy to answer any
questions you may have.