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PPC Advertising Programs – a Hitchhikers’ Guide to In-text Advertising

One of the many great things about the Internet is that every publisher, and in this case size indeed doesn’t matter, can generate revenues from his web site or blog. You don’t need years of experience or academic degrees; you don’t have to be a marketing expert, a savvy webmaster or an advertising wiz; the only thing you are required to do, is to explore the various PPC Advertising methods out there, and sign with the ones that are best suited for your website’s content, look and feel.

As Internet users, we have grown accustomed to the idea that the web’s development, and the sustainability of free content, requires that page real-estate be divided between content and advertising. We have also discovered that advertising could complement content, by providing additional information, tailored to fit whatever it was that we were looking for. As part of our everyday online experience, we have all clicked on an eye catching banner, a widespread example of display advertising, or on one of the text ads appearing alongside the results of a search query, the best known form of contextual advertising. The newest kid in the PPC advertising block is In-Text Advertising. In-Text is a platform that while preserving the advantages of other forms of advertising, also introduces innovative benefits to publishers, advertisers and users.

So how does this work? A good In-Text Advertising network would first analyze the content of a webpage to determine its topic and discover relevant keywords. Following this analysis, certain keywords within the text, identified as matching an advertiser’s product or brand, will be linked to a contextually relevant advertisement. When users mouse-over the linked keywords, marked by an easily recognizable double-underline, the ad unit will be launched. The ad will disappear as soon as the mouse is moved away, unless the user clicks on it.

In-Text Advertising changes the rules. In the past if a publisher was interested in increasing his advertising revenues, he was required to allocate additional “real estate” for ad placement, an action that could potentially impair his content and deter users. With In-Text a publisher’s ad-inventory is as vast as his content, since every word in his content could serve as an opportunity for advertisers to communicate with their audience.

Publishers are granted complete control over the placement and number of In-Text ads inserted in their content. Publishers are also able to customize the color of the double-underlined Keywords, in order to differentiate them from regular links and assure that they match the website’s design. These characteristics of In-Text Advertising guarantee that the publisher remains the sole decision maker regarding his site’s attributes.

The idea and implementation of In-Text Advertising is similar to product placement in movies. Take a 007 movie as an example, the car James Bond drives, and the watch he wears, are products being advertised by placement. The advantages for the advertisers are self explanatory, but product placement can also support certain aspects of the movie’s storyline. The luxurious products featured In the 007 movies help position Her Majesty’s spy as someone who appreciates the finer things in life, a trait that is well in character.

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Similarly, the ads inserted by an In-Text Advertising program, into a website’s existing content, fit it harmoniously and complement the information it already provides. To sum it up, try to hitch an In-Text Advertising program, run it alongside your existing ad units, and you will enjoy a new revenue stream.

By: Vered Avrahami

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Filed under: ppc advertising, ,

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