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SEO v PPC v Contextual/Behavioural Advertising

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BrianH

I thought I would widen the debate about SEO , PPC by adding in Contextual/Behavioural Advertising

Sources of Organic Traffic:-
Search Engine optimization

Sources of Paid Traffic:-
Pay Per Click
Banner Advertising on sites
Pop under Advertising
Contextual Advertising
Behavioural Advertising (re-targeting)
Ad ads per click

Paid Sources Vs SEO
SEO results take time - about 3 months to 6 months to deliver (with No delivery commitments) before people can start to see results

Paid advertising gets you instant results

PPC Vs Contextual / Behavioural
PPC on most of the search engines has min Cost per click 0.10p for UK.
Contextual an also keyword targeted with per user effective cost 0.01p for UK, category advertising is even less cost

PPC has 10 times more delivery cost (considering the min rates only) over Contextual
With Contextual & Behavioural average traffic level is about 50,000 user per day
PPC has it limitations up to 5,000 (considering you are bidding on top and spending about £1-£5 per click, so effective cost can be 40 times for raising the traffic delivery for a PPC Campaign) Hence this surely make a huge difference in the return on investments as traffic acceleration eats up a lot of budget.

PPC require monitoring & managing cost
Contextual & Behavioural - can be FREE setup

Contextual & Behavioural delivers you unique per day traffic
PPC is based on clicks, so does not compensate for repeated or fraud clicks. No search engine provides you unique visitor targeting options.
PPC can't target user or visitor by surfing behaviour
Behavioural advertising allow you to target the users which are surfing the relevant content - hence studies their behaviour of surfing and then delivers the ad.

PPC restricts casino advertising
Contextual & behavioural allows casino & gambling - and with behavioural targeting you can reach potential casino playing users

Live example for a Traffic Level of 100 clicks per day:-
PPC daily budget: £100
Traffic delivery: £100 / £1 = 100 clicks on Google Adwords & Overture PPC (So 100 visitors - Not sure on unique)
Contextual or Behavioural Budget: £100
Traffic Delivery: £100 /£0.01 = 10,000 unique per day users

PPC Vs Banners
Global Branding is something that is associated with Banners to deliver targeted traffic through delivering image & Video ads, that's the best way to get the visibility through other sites
Banners Campaigns have tie ups with brands like Yahoo UK & AOL UK, and can RUN advertising campaigns with them
PPC can show up image & video's - No search engine does that

So where should you spend your hard earned marketing budget?

NO ONE SOLUTION GUARANTEES CONVERSIONS - thats up to web content, web design, products and service you offer

Think about what you are after. If you need visitors to your site before Christmas you have to go for PPC or Contextual

If you are building Brand then think of Banner advertising

If you can wait till you get to 1st page Google then SEO

What are your views on Contextual/behavioural advertising

Regards
Brian
 
When I hear "contextual" I think "Adsense" and when I hear "PPC" I think "Adwords"

So I am asking:

What am I missing?
 
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Mark-UK said:
Its the old saying "you can lead a horse to water but you can't make it drink" this saying is made for seo and ppc.
Click to expand...

I thought it was "you can lead a horse to water but a pencil must be lead".

:D

Mick
 
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What are your views on Contextual/behavioural advertising
Click to expand...

I've never heard of it. Would you like to explain what it is?

PPC on most of the search engines has min Cost per click 0.10p for UK.
Click to expand...

Do you mean 0.1p (as written) or 10p?

Also "most of the search engines" is irrelevant. Google has the vast majority of the market so, when producing numbers for the sake of comparison, you should only use adwords prices for PPC.

In the UK, the minimum cost is 1p, but I reckon it's impossible to open with a bid lower than 2p.

Hope this helps,

Steve
 
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Hi Steve

Nope £0.01 is 1pence, I have just done a quote for client as follow:-

Based on his Total advertising spend
Contextual Advertising 70%
Cost per thousand Visitors: £8.4

Banners Advertising 30%
Cost per thousand impressions: £1.4

Above was a special as it was wrapped in with other web work normally min Banner impressions would be 25,000 per day, Visitors 5000 per day

My person ran the 888.com and goldenpalace.com campaigns so knows a thing or two about these subjects and adserving networks

Regards
Brian
 
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Brian,

I think what Steve and I are asking is - can you explain in a bit more detail what Contextual/behavioural advertising is - and how it works?

And where it is done?

The thread might get going then
 
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Banner advertising is the advertising you see next to the UKBusinessforums top of this page and on the right site of the page

Advertising on a Web site that is targeted to the specific individual who is visiting the Web site. A contextual ad system scans the text of a Web site for keywords and returns ads to the Web page based on what the user is viewing, either through ads placed on the page or pop-up / pop-under ads. For example, if the user is viewing a site about sports, and the site uses contextual advertising, the user might see ads for sports-related companies, such as memorabilia dealers or ticket sellers. Contextual advertising also is used by search engines to display ads on their search results pages based on what word(s) the users has searched for.

Yes Adsense is a form of contextual advertising but not the only advertising network
 
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BrianH said:
Yes Adsense is a form of contextual advertising but not the only advertising network
Click to expand...

Right, thanks for the clarification, I thought that was what you meant. :)

So the next question is:

What are the alternative networks to Adsense, the benefits and effectiveness?
 
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It depends where you place your banners and how well you design them.
The last banner ad campaign I ran on a £50 budget was over 770,000 page impressions, with 1994 click throughs in 2 days with 800 signups. The longer the campaign the more chance of converting the remaining people within those 770,000 banner impressions into click throughs.

BrianH said:
Hi Steve

Nope £0.01 is 1pence, I have just done a quote for client as follow:-

Based on his Total advertising spend
Contextual Advertising 70%
Cost per thousand Visitors: £8.4

Banners Advertising 30%
Cost per thousand impressions: £1.4

Above was a special as it was wrapped in with other web work normally min Banner impressions would be 25,000 per day, Visitors 5000 per day

My person ran the 888.com and goldenpalace.com campaigns so knows a thing or two about these subjects and adserving networks

Regards
Brian
Click to expand...
 
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What are the alternative networks to Adsense, the benefits and effectiveness?
Click to expand...

In curious about this too as this number:

Cost per thousand Visitors: £8.4
Click to expand...

is unobtainable with adsense.

It owuld be useful to know how I could buy clicks for under a penny and whether the traffic would be any good at all.

Steve
 
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Games4Business said:
It depends where you place your banners and how well you design them.
The last banner ad campaign I ran on a £50 budget was over 770,000 page impressions, with 1994 click throughs in 2 days with 800 signups. The longer the campaign the more chance of converting the remaining people within those 770,000 banner impressions into click throughs.
Click to expand...

Hi Julian,

Whilst we are waiting for the OP to get back to us, would you mind sharing some more information with us - I'm curious as to which network(s) you would recommend, if you don't mind sharing?

Better still, if this is a service you provide I am all ears :)
 
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Hi

Ad-sense is nothing but Adwords PPC campaigns over content sites (So same points of high Cost per click are applicable with ad-sense)

Fundamental: - Ad-sense targets visitors based on page content, but bidding goes in the similar way as in PPC

Contextual Advertising compared to Ad-sense:-
upto 40 times better rates for same quality traffic
Unique visitors guarantee
Experts handling your campaigns

I can also guarantee that if we do not deliver the agreed number of visitor or banner ads then we will refund the difference between delivered and purchased.

Quality- I guess is in the eye of the beholder, to me quality visitor is someone who converts to sale/business and that depends on your landing page or banner ad, products and service you are offering I cannot guarantee sales

PM me if you would like a quote
I need to know
a) Web Site
b) Campaign required Vistor , Banner or both
c) Keyword Targeted , or Category Targeted and which
d) Budget - Min campaign £500 = 5000 visitors per day for 10days but may vary depending on keywords/ category ie some low trafic keywords to get the same may mean lower volume visitors but over more days - discounts for volume

Regards
Brian
 
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Budget - Min campaign £500 = 5000 visitors per day for 10days but may vary depending on keywords/ category ie some low trafic keywords to get the same may mean lower volume visitors but over more days - discounts for volume
Click to expand...

Is this £500 for 50,000 unique visitors? Equivalent to £0.01 (or 1p) per visitor?

This seems extremely good - am I missing something?
 
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RayB said:
Right, thanks for the clarification, I thought that was what you meant. :)

So the next question is:

What are the alternative networks to Adsense, the benefits and effectiveness?
Click to expand...

Without this being answered I really don't understand what you are getting at Brian
 
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Brian, you started with

"I thought I would widen the debate about SEO , PPC by adding in Contextual/Behavioural Advertising"

but, when people ask for more, it just turns out to be a sales pitch.

Personally, because you're not willing to explain how/where this is possible, I find I'm very sceptical about your claims.

So, in the words of the Dragons, I'm out.

Steve
 
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Quote:
Originally Posted by RayB http://www.ukbusinessforums.co.uk/forums/showthread.php?p=355487#post355487
Right, thanks for the clarification, I thought that was what you meant.

So the next question is:

What are the alternative networks to Adsense, the benefits and effectiveness?

Without this being answered I really don't understand what you are getting at Brian
Click to expand...


Agree Piclo, I want to know about the alternatives.

I am also curious to understand how the level of 'quality' traffic can be maintained switching from PPC to contextual ads?

Whilst I understand there is an ability to target the ads to relevant sites - I thought this cost more.
 
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ImproveSearchListings said:
Agree Piclo, I want to know about the alternatives.

I am also curious to understand how the level of 'quality' traffic can be maintained switching from PPC to contextual ads?

Whilst I understand there is an ability to target the ads to relevant sites - I thought this cost more.
Click to expand...

In my experience the content network does not really work for our business model, although it's been almost 2 years since we've used it and no one really knew what they were doing back then. I do notice that Google get the placement of adsense and banners horrifically wrong quite regularly though
 
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Hi

Didn't intend it to be a sales pitch Steve, but when you asked how you could buy I gave the info. Apologies if you were offended.

Also only had limited time yesterday to answer on line so he is more info.

As you can appreciate I cannot divulge the actual network or partner web sites that drive the traffic.

For contextual Advertising there are two methods of sending traffic:-
Ad-ware Traffic:-
Ads are served through Ad-ware which users install along with different freeware stuff; the ad-ware keeps the track of sites users are surfing and then serves the ads.

Publisher Traffic:-
Ads are served through publisher web sites, these sites contain search boxes and when user searches for the related stuff the advertiser ads appear.

90% of my supplier traffic is Publisher based & only 10% is ad-ware based. Ad-ware does well with campaigns where product is related to downloads & gambling.

The network of publisher websites are custom built and currently runs traffic at more than 50,000 users/day. The network is constantly being added to, while ensuring that our partner websites will deliver the high-quality traffic that our customers demand.

Working with the highly successful full-page pop-under mechanism, traffic can be served across most industry sectors Branding & Reach and demographic audience. Giving optimum visibility & reach to the Targeted Audience for your website

At Least 24 hour Unique Visitors
we do not count the same visitor more than once per 24 hour period.

Dedicated Account Manager
A dedecated Account management resource for campaign optimizations.

Real-Time Stats
Keep track of your campaign's progress and website traffic delivery by providing you online delivery stats.

Set Traffic Limit or Pause Traffic
we provide you access to Set number of visitors to your site each day or pause your traffic any time.

Ability to Change URL
Have two pages or URLs to promote? Change URLs with ease at any time.

Ability to Change Category Target
You can switch your target category mid- campaign without re-ordering.

Quality Traffic Source
Publisher networks are screened for quality, target category, and business practices before they are approved and able to display your ad. To make it even better for you we provide KW targeting on contextual & Behavioural ads.

Regards
Brian
 
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Didn't intend it to be a sales pitch Steve, but when you asked how you could buy I gave the info.
Click to expand...

My comment:

"It would be useful to know how I could buy clicks for under a penny and whether the traffic would be any good at all."

can obviously be taken in 2 ways:

(1) Tell me how this is possible

Or

(2) Tell me how to order

My intention was the former - and I feel this is the more obvious way to take it - you seemed very quick to deliver the latter.

Anyway, this:

As you can appreciate I cannot divulge the actual network or partner web sites that drive the traffic.
Click to expand...

tells me you're not going to explain this.

It's all too much "smoke and mirrors" for me and, at the same time, the numbers don't add up.

If I own a site with good targeted traffic, I'm not doing to display ads that only make me 1p a click. That wouldn't make sense for me as I could get more from adsense.

e.g. I own a betting information site. Looking at my adsense stats for the last 2 months, my adsense click rate is 7.83% (clicks/page impressions) and google have paid me an average of 29.28c per click.

If I were to sell those clicks for 2c (i.e. approx 1p), I'd need a click rate of 114% (i.e. impossible) to produce the same income ... and that's assuming you're not taking a cut.

Alternatively, we could compare my holiday site that only has 4.01% clicks and pays an average of 14.89c (let's call that 7p). To match that at 1p a click, I'd need 28% of page impressions to end with an ad click.

That's possible, but very unlikely.

See, it doesn't add up for me to replace adsense with your ads.

So, I'm wondering how the site owners make it pay.

And, once I start to wonder about that, I start to wonder about the quality of the sites and the quality of the traffic.

And, as you're not willing to share this, I don't believe that the traffic is going to be any good (i.e. convert once it gets to my site).

Just my 2p.

Steve
 
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Steve does raise some good points

It all depends if you look at this as someone who wants to buy traffic to your web site or earn money from selling advertising on your website

Yes Adsense pays you more money for carrying ads, but the person buying ad space has to pay more

However there are a lot more sites want traffic than carry ads so, if you use PPC to drive traffic to your site then our option can be a lower cost alternative.

If you use Adsense on your site then would you change to be one of our Partner Sites - Unlikely

by carrying ads on your site it is always a double edge sword yes you earn money but also you can drive people away as they follow the ads so a lot depends on your site objectives and philosophy

Regards
Brian
 
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Hi Ray,

We have industry partners all over the world but mainly (UK and USA at the moment), and the list is increasing, these range from social networking sites, gaming sites, blogs, forums, business information websites, portals etc. The reason why we do not discount the USA from any promotions is the fact that many Brits use their sites regardless of where they are, and if you run a business that takes orders from the USA too, then a sales a sale, but if you are out for just website signups to newsletter or you provide information as your core business then global campaigns work so much better. We've only just recently started doing targetted campaigns and this will become a part of our core business model in conjunction with the games we produce for specific industries, we wouldn't create a generic game that had no relevance to your business unless you wanted it to be just fun and not educating people about your industry and what you do just drive traffic regardless. Games that we design that are specific to your industry drive more targetted traffic, such as a golf game, brings in golfers, we'd then target advertising to our list of golf websites, or social networking sites where people have an interest in playing golf. It works in the same way as someone looking for a print run, but more importantly people will remember a game and return to your site to place an order :)

Non Targetted global campaign rates start from 1p a clickthrough. :D We are trying to knock this rate down to 1p a clickthrough for targetted traffic, but can only do this once we have built up a substancial list of sites to advertise on.

RayB said:
Hi Julian,

Whilst we are waiting for the OP to get back to us, would you mind sharing some more information with us - I'm curious as to which network(s) you would recommend, if you don't mind sharing?

Better still, if this is a service you provide I am all ears :)
Click to expand...
 
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You are probably thinking, can this be achieved without a game? Possibly, but I doubt if the conversion click-through rate would be the same. The game is the gateway (the tool if you like) to get people to a website, and make it so much more interesting, especially if its a dull website - put some life back into it, but then again if its a sales website and it's not up to scratch then the coversion of clickthroughs compared to sales would be pretty low. I may put this to the test at some point next year.

We're running a game campaign now (UK and USA) , with a banner that is not particularly great, but 375 click throughs for £11.85 between 2.5p and 5p a clickthrough. More if the banner was designed better, we didn't have much time to put it together, but still not a bad return. Just over 253,000 banner impressions.

On focusing more on the presentation of the campaign banners and sites we pick, we can generally get 1-3 clickthroughs per minute on a campaign during peak times, but need to start measuring and monitoring this to make campaigns more accurate. I guess it will take a little while before we really start perfecting this.
 
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