Contextual search
Most search engines provide advertising on content networks, whereby your ad is displayed alongside content on partner sites for click-through to your landing page. Some second-tiers offer excellent content networks. For example, Business.com has a content network that includes Forbes, BusinessWeek, Hoovers, Financial Times and Entrepreneur -- excellent exposure for a business and finance target audience.
Another good example is MIVA, with a content network that includes both text ads and inline ads on a network of sites including CNET, InfoSpace and Search.com. This might work well if you are selling electronics, software or technical products and services.
There are many details to be aware of when it comes to content networks on second-tiers, so you must study the interface and know the rules. For instance, PPC campaigns are usually automatically opted into the content network on second-tier engines. So if you don't want contextual search, you must opt out.
Advantages of contextual search
Top advantages are lower click costs, less competition and targeted audiences. The cost advantage is greater because keywords on content networks cost less than those on search engines. While you might get fewer conversions, the campaign will likely yield a good ROI.
People spend more time on content sites than search engines. The exposure of your product and website in online content has high value, especially on popular sites. Visitors reading the content online already have a high degree of interest in the topic; thus, if your ad is relevant and catchy, users will likely click through to your site or bookmark it for later consideration.
You can get better visibility at lower cost with contextual search. Content ads are not as competitive as search engine ads because there is more click inventory on publisher sites than on search engine results pages (SERPs). You get less clutter, as content ads are usually displayed in groups of three or four, so your ads will stand out more than in the SERPs.
Disadvantages of contextual search
Content ads provide less traffic and lower conversions than search engine ads. Additionally, the click fraud potential is higher. If your contextual campaign is on second-tiers, the reporting and campaign management tools are not as robust as those provided by first-tier engines.
Conversion rates are lower for contextual search because sometimes ads appear on irrelevant pages and get bad clicks. Additionally, the ads may not distract attention from the site content. Issues of timing and readiness to buy are also a factor. Because contextual ads are displayed on publisher sites through the search network distribution system, they don't display as quickly as ads displayed directly in search results. That lowers conversion rates.
Prospects reaching your site from a search engine ad are likely ready to buy because they are actively searching keywords, looking for the products and services queried. However, prospects viewing your contextual ad are likely reading about a related topic. They might click through or bookmark, but are not likely to make a purchase.
