Video Details

This week, Rand discusses contextual advertising, and how Google needs to stay ahead if they want to keep those clicks.

Search Results Ads

When searching a term, the results will come up with ads up the top, and the organic, generally more informational links underneath. It’s important to Google that users have a positive experience if they click the ad, as 99% of their revenue comes from ads.

Contextual Ads

Contextual ads are found on pages, and are usually relevant to the pages topic. Users will click on the ad for one of 2 reasons.

  • They’re more interested in a product once they’ve received information on the topic

  • They were fooled into clicking it.

As the web continues to evolve, users are getting savvier about clicking ads. Google and Yahoo! need to keep up with this evolution.