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The other day my husband and I visited our local home improvement superstore and were greeted at the door by a rather large and impressive display full of snowmen, Santas and sleigh bells. That's right, it's official. the holiday shopping season is upon us! If you haven't already started to prepare your campaigns for this seasonal spike in traffic, now's the time to do it.
At the start of this month I wrote a post called "Bing on the Holiday Shopping Season: 3 Tips to Improve ROI in adCenter". Continuing with the theme of helping you prepare for the online holiday shopping season, I wanted to call your attention to Microsoft Content Ads (for US advertisers only at this time).
If you don't already have content ads included in your search marketing mix, you could be losing out on an opportunity to gain valuable exposure to a highly engaged audience. This is especially true during the holiday shopping season as content ad partner sites like MSN, Rodale and iVillage all tailor their content to the holiday season. No doubt you've seen articles with titles like "The Ultimate Electronics Gift Guide" or "Holiday Gifts He'll/She'll Love" during previous holiday seasons. If you have a product or service that people seek out during the holidays, there's a good chance there will be articles written that your keywords will apply to.
Content ads are similar to search ads in that you're bidding on relevant keywords, but instead of these keywords being contained in search queries where users are actively looking for them, they're contained in the text of an online article that's related to your keywords. Here's a quick look at how the two compare:
To help you learn more about best practices, including finding the right keywords, creating enticing ads and more, be sure to visit Kris Clegg's post, Tips and Tricks for Creating Content Ad Campaigns in adCenter.
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Lame, amateur, not enough info, it just explains how contextual advertising works without one lousu example... Bad-quality screenshot? R u kidding me? is this supposed to be the "how to optimize content ads for the holidays" post?! Are you writing this for 5-graders? Step your game up or you won't see any increase in your market share.
Hi Nick,
I apologize if it wasn't clear that this post wasn't intended to offer optimization advice, but rather to make newer adCenter advertisers aware of content ads, should they want to add them to their marketing mix.
As optimization had been covered previously in Kris Clegg's post, Tips and Tricks for Creating Content Ads Campaigns in adCenter, I thought it sufficient to link to it at the bottom of the post for anyone looking for more specific information: community.microsoftadvertising.com/.../tips-and-tricks-for-understanding-how-to-get-the-most-out-of-microsoft-s-content-ads-network.aspx
If the information in Kris's post doesn't sufficiently answer your content ad optimization questions, please leave a comment there or visit our forums.
Thank you,
Tina