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Contextual Ads - Are They "Search" Or Not?
By Andy Beal
Expert Author
Article Date: 2005-01-26
Danny Sullivan has a summary of his recent keynote at SES Chicago. One interesting thought he has...
That brings me to contextual ads. If I had one resolution I could impose on everyone, it would be to stop calling contextual ads "search" or considering them part of search advertising. They aren't....search is on-demand. Contextual is passive and must be treated as such."
Not sure I entirely agree with this. While I do agree that contextual ads are "passive", they are an intrinsic part of any campaign with Google or Overture.
Want to enhance and optimize your contextual ads? You'll likely turn to a search engine marketing company for assistance. What technology is used to display the most relevant contextual ads? Search technology. It's a tricky one.
About the Author:
Andy Beal is President & CEO of Fortune Interactive a full-service interactive marketing agency specializing in search marketing and blog marketing. Considered one of the world's most respected interactive and search engine marketing experts, Andy has worked with many Fortune 1000 companies such as Motorola, CitiFinancial, Lowes, Alaska Air, DeWALT, NBC and Experian. You can read his internet marketing blog at Marketing Pilgrim and reach him at andy.beal@gmail.com.
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