When optimising a website, one of the first goals is obtaining a steady and reliable stream of traffic. The Google AdWords advertising system is usually the tool for this job. Once set up properly, it will systematically divert those searching for products similar to yours to the right pages of your website. All you have to do is add some lines of advertising text next to the search results displayed in Google. Sometimes, however you need an alternatives to Google's search advertising. For example, you may have exhausted all the search traffic you can find. Or maybe the opposite is true, and you just can't get the desired results from the search advertising system. This could well motivate you enough to start looking into Google's other advertising option " its content placement solution. With the content network your four lined ad is displayed on websites rather than next to search results. Website owners who choose to participate in the Google Adsense system allows Google to place its content advertising on their site. This way, they receive a cut of the advertising fees charged to advertisers whose ads they host. And of course, there are thousands of websites participating. Anyone new to content advertising must know that it's important to understand content advertising is a whole other advertising "beast" compared with its larger search cousin. Tactics that were successful with search advertising could well turn into a major flop with content advertising. Whenever you're dealing with an advertising engine that eats up as much money as you give it " it pays to understand what these major differences are before you start handing over your hard-earned money, especially if the returns are possibly limited. To help you out, here's a five of the most common questions I'm often asked about Google's content advertising system and the answers to those questions. These should fill any gaps of knowledge you may have. Just knowing the solutions to these few questions could save you a quite a bit of time and money in your Google advertising efforts. Question 1: What's the core difference in the types of prospects this network delivers? Think of search advertising as a tool to locate prospects who are in the early stages of their quest for information whereas content advertising attracts those further down their path of research. For instance, a prospect just starting out may type into the Google search engine the term "employment law advice" and be presented with a list of results that lead to all manner of websites. As they browse through the list they may find a forum on the exact subject that they're interested in. The webmaster of the forum could be using Google's Adsense system to display content advertising in order to support the costs of running the website. Thus, somewhere around a forum post that your prospect reads, they could also come across your content ad. Thankfully this includes copy that appeals to them, which in turn, prompts them to click and arrive at your website. Terms such as "stumble upon" and "come across" can be used to build a picture of your prospects state-of-mind when they see your content advertising. It's a more passive experience compared to searchers viewing search ads.
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