(Source) As we browse the web today, display advertising is generally not as relevant and as useful as search advertising. Search has a big advantage in that it knows the specific direct intent of the user at that moment in time provided by a keyword. While a lot of the display ads we get are entirely untargeted and seem useless.
Pat McCarthy makes a good point. Most display advertising is not related to the content on the page where it is displayed. No wonder consumers ignore it. But that’s not true of pay per click advertising.
Because pay per click ads are keyword-based, they’ll appear on SERPs and web pages that have related content. That’s what makes them powerful. It’s also why they draw targeted traffic.
There are several ways to get the most out of any pay per click campaign. Here are some ways successful advertisers have approached their advertising online:
- Using keywords to target specific SERPs
- Locating websites they want their ads placed on and programming their ads to run on those web pages in the content network
- Excluding certain pages based on non-relevant keywords
- Purchasing advertising directly from a website within the same niche
Any successful pay per click campaign begins with the proper keyword research. If you target specific keywords rather than customer demographics then you’ll be much more successful with PPC. Otherwise, you can join the mass of display advertisers out there who run ineffective advertising campaigns that do not target the right customer.
