The MSN AdCenter contextual Ad program- can it deliver value?
With the AdCenter contextual Ad program, MSN has attempted to add a new paradigm to the online advertising space. But as an online marketer, you would surely be interested in knowing whether it is actually capable of delivering value to your online sales endeavors. Lets try and understand its potential by getting to know its broader positioning and reading through the finer lines.
What are contextual Ads?
Contextual Ads can be broadly termed as Ads which are localized and at the same time personalized in relation to each specific search query.
They are an optional feature at MSN AdCenter. When you opt for it, the AdCenter evaluates content on different web pages to try and match it as perfectly as possible with the keyword, so that the targeted keyword specific Ad gets displayed only on WebPages that have content similar to the keyword.
This way you can optimize your entire list of Ads in a manner that they get displayed only to the right audience. The options at your disposal would be in relation to:
o The exact geographic location: For e.g. you can target your Ads only for people from US or even zero down to the exact city like New York.
o Age and gender: specific targeting as per the gender and age. This way if you are selling make-up kits, you can target it in such a way that its visible only to females. Microsoft claims to do this segregation by diving deep into its data base and by understanding the usage patterns.
o Day of the week: You can set the settings in such a way that they become visible only on predetermined days. For e.g. if you marketing office equipments, then you would be more interested in display of your Ads during week days, rather than on weekends. The contextual settings if activated can do that for you.
o The exact time of the day: Applying this variable can help you optimize the exposure time of your Ads. The Ads get displayed only during the time duration specified by you.
Are there any advantages of contextual Ads?
A proper understanding of its inherent strengths would be the deciding factor between you and success. However, in the broader perspective, they definitely seem to be advantageous as they let you:
o Leverage existing keyword campaigns by allowing you access to a larger yet more targeted audience.
o Bid for contextual Ad placements on pages having content matching your Ads. This way you can ensure that the exact target audience is reached.
o Pay only on cost-per-click basis
Disadvantages of MSN contextual Ad program
The disadvantages (if any) are not really concerned with the contextual Ads design parameters. They can surely match-up to such programs on other search engines. However, you have to keep in mind that the contextual Ad programs cost you extra money and the ranking you get on the pages will depend on the cumulative value of your bid.
Moreover, MSN would do a lot of good to itself, if it makes the customer service part (approval of keywords and descriptions) speedier. As of now it usually takes 3-4 days to get your Ads approved; any online marketer would vouch that its a bit too long.
Value creation potential
The MSN AdCenter contextual Ad program, can definitely act as a potent tool in the hands of a smart online marketer. The eventual success of your campaign would directly depend upon proper targeting strategies employed by you.
After all, in Pay per Click online marketing; the click through rate (CTR) and conversion ratio depend on the suaveness with which you understand the ever changing dynamics of paid listings.
By being on your toes at all times, you can definitely derive value from the MSN AdCenter contextual Ad program.
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