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 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.