Consumers Are Headed Your Way. Are Your Ads Positioned To Catch Them?

Consumers’ use of search has gone far beyond the simple process of seeking information; by incorporating search in the address bar, search engines became the de facto method used to navigate the web. Digital consumers have learned that the added step of going to a search engine site is unnecessary. With just a few keystrokes in the address bar (even a partial query when aided by the suggestion engine) consumers are delivered to the content they seek. This behavioral shift should transform the way in which marketers think about their paid search strategy and ad placements.

 

 

NTENT offers a way for advertisers to leverage this change in digital content navigation. The NTENT ad unit is strategically placed on pages that publishers drive traffic to as a part of their SEO efforts. This intelligent placement takes advantage of site visitor’s use of search engines to navigate the web and to position relevant advertising along the content they seek.

 

 

The consumer has now used a search engine to find information, refined that by selecting an appropriate article and is now reading the article. NTENT leverages this path to deploy ads using semantic technology to deliver the most relevant ads based on the article content and the visitors search path. The example above demonstrates how semantic technology is driving a better ad experience for consumers and gives advertisers the opportunity to present their offer at the most impactful moment. These strategic placements give advertisers a second chance to reach consumers that they may have otherwise missed through their SEO and SEM efforts. Generally this is done at a much less expensive price point, when compared to targeted keyword bidding.

 

 

In today’s digital world ad placement needs to be a part of all the overall search strategy, it’s not as simple as just managing SEM / SEO campaigns. Smarter marketers need to be savvier about which platforms and what ad positions they choose to deliver their ads to their target audience so that they can maximize their search marketing efforts and expand the number of search advertising opportunities available to them.

 

Learn the  5 Key Benefits of Semantic Technology.

Post created by: Mike Tuohy