Both Google AdWords and YSM offer an opt-in feature that will display your
listings on partner sites in addition to their own search engines. In this system, called
, your listings are algorithmically matched to the content of the
page where they are displayed. See Figure 4.2 for an example. You can manage your
contextual campaigns separately from your search-based PPC ads.
Contextual ads by Google
You can see a quick run-down of the two major PPC services in Table 4.6.
Tab le 4.6
Yahoo! Search Marketing
Name of pay-per-click product
Name of contextual placement product Content Match
Google, AOL.com, Ask.com,
Shopping.com, thousands of
With the per-click bid
becoming a lesser factor in
ad positioning, some adver-
tisers may become frustrated
by lack of control.
Easier for the newbie to set
up but doesn’t offer quite
as many features as Google
Major partnerships (sites where
ads are shown)
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