Search Engine Optimization (SEO) for your website

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

contextual advertising

, 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.

Figure 4.2

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

Pay-per-Click Basics

Yahoo! Search Marketing

Google AdWords

URL

http://searchmarketing http://adwords

.yahoo.com

.google.com

Name of pay-per-click product

Sponsored Search

AdWords

Name of contextual placement product Content Match

AdSense

Yahoo!, CNN.com

Google, AOL.com, Ask.com,

Shopping.com, thousands of

small sites

Industry chatter

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

AdWords.

Major partnerships (sites where

ads are shown)

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