Contextual Search

• A search that analyzes the page being viewed by a user and gives a list of related search results.

Google’s Gmail is the best example of this.  Have you ever looked at the right side of the window when you’re looking through your Gmail?  What they’re doing is the epitome of contextual search – your friend sends you an email about what to do for a friend’s birthday gift.  The ads on the side of the page are going to show you sponsored ads on gift sites, party planning, event space, etc. that could relate to a birthday party.

This is the best example of targeted ads, as well.  Showing the casual browser products they might be interested in is one step in the right direction towards turning a browser into a buyer – sometimes you don’t know you’re looking for something until you see it.

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Glossary Definition From ABC’s of Online Marketing by Alexandra Wharton, Issue 22, Revenue Magazine

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Any member of Linkshare has access to this info, but I thought I’d share anyway.  They’re coming out with an interesting new contextual link – Easy Links.

To help accomplish this goal LinkShare now offers advertisers and publishers Easy Links, contextual product ads using intelligent link technology. Easy Links will determine the context of your site as a publisher and will display products that are more likely to convert to sale based on keywords throughout your site.

I, for one, really like it.  At this stage it’s only available in the large skyscraper 160×600, which is bigger than I utilize myself.  As far as I can tell, it’s not available universally as I can’t see it when logged into my account.  Of course it’s entirely possible that the programs I am a member of don’t have this widget yet.  The example shown is a Wal-Mart, answering some questions about how they won the Golden Link award for the Innovative Advertiser of the Year.

The best thing about these new links is the contextual nature.  The content you have on the same page determines what products are shown.  Targeted marketing at it’s best.  I’m excited to try it out soon, maybe once they start offering smaller sizes.

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Contextual Advertising:

• The term applied to ads appearing on websites or other media where the ads are selected and served by automated systems based on the content displayed by the user.

Google has been a mastermind at contextual advertising in the last few years. These ads are very effective because the user is already interested in the particular topic, then relevant ads are served to them. It’s usually a more targeted, easy sell.

Many other advertising networks are working contextual ads that automatically link keywords into their advertising repertoire.  This allows for directed keyword ads with little work from the webmaster.

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Glossary Definition From ABC’s of Online Marketing by Alexandra Wharton, Issue 22, Revenue Magazine

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