How to Influence Your Contextual Advertising Results

Although contextual ads are one of the best ways to monetize your website, it happens occasionally that some webmasters aren’t as pleased with the results they are getting as other people are. The temptation of course is to blame the contextual advertising network that is serving those ads to your site, but if this does happen to you it can pay you to take a proper look at what is going on with your website before reacting in any other way.

To understand how poor results might be received (always assuming you are getting a reasonable amount of traffic here and not just a trickle) we need to understand how a contextual advertising network serves ads to your site in the first place.

The idea is that once you have performed all the necessary actions for their system to actually put those ads on your website, their system searches the content and displays the ads that it believes are the most suitable ones for your readership. What this means is that if you have created a website about internet marketing, then the ads should be relevant to that market.

But this depends on what keywords the contextual advertising network finds when it scans your site. If you haven’t keyworded your site properly and provided content that is perhaps even a little off topic, then you won’t get the best results when it comes to the contextual ads you see.

So what should you do if this proves to be the case, as it does with those sites that haven’t been optimized properly in the first place?

The key is to look over your entire site again and try and identify which keywords would be best used on every page. By doing this you will actually get a double benefit – firstly you will be reinforcing the message of your website for search engine optimization purposes, so you will very likely get even better results when it comes to getting traffic to your site, and secondly the online contextual advertising you want to have on your site will give you better results, as it will have better keywords to work with.

In a sense then, if you are in the small group that don’t find contextual ads to work very well, they may actually have pointed out that there is a fundamental problem with your site, and if you solve that problem you will get a lot of benefits from doing so – including responsive and accurate contextual ads.




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