Are PPC Ad Networks Worth Investigating?

Many Internet businesses are trying to increase their website traffic. They are trying to find viable solutions to increase traffic and sales. However, they do not know which marketing technique to employ in order to accomplish this. Many wonder about ad networks and if they are worth investigating. It seems that ad networks have great results if they are used within the right content network.

A content network is nothing more than a cluster of websites that happen to have content or a theme in common. The content can be in various forms such as audio, video and text. These websites allow ads or advertisement alongside the content of their websites. These sites allow ads that are closely related to the content featured on that particular site.

The cluster of websites that allows ads next to its content might be part of a search engine’s content network (as in the case of the Google Content Network or Bing Content Network). This is where advertisers pay the search engine to place their ads on content sites. In the case of Google AdSense, advertisers pay on a cost-per-impression basis or on a cost-per-click basis in the case of a PPC content network.

Here is where things get a little complicated. While traffic is always good for a website, it does not always mean that an increase of traffic brings about an increase of sales. Yes, it is true that good traffic can help a website earn a top spot when it comes to search engine queries, but it does not necessarily mean that people are going to buy more product. When it comes to deciding if website owners should invest in using ad networks, they have to see if paying for this service will bring earnings to the site.

Those owners that opt for using AdSense need to know how this system works in order to maximize their chances to make more money. First, contextual campaigns and search campaigns need to be handled separately — advertising on search (as in placing an ad that appears when users type a query and get results) or advertising on a cluster of networks. Content ads can be displayed in said cluster of networks.

Remember that the ads place on content sites are not placed there based on the words or keywords found in the content. The words of the ad are not matched to those of the targeted group of sites. The ads are placed based on the theme or the common factor encompassing those sites. For example, if an ad advertises “sexy lingerie,” the ad might not appear on searches that match the exact words. The ad will be displayed on a group of websites that carry products for women. The ad will be displayed on content networks that target women.

While an advertiser cannot control what the audience seeing an ad buys, they can suggest and to a certain point persuade. However, the success of an ad is intrinsically tied to the preparation of a campaign and the content of the ad. Furthermore, the ad needs to be placed within the right content network in order to yield better results.