AdWords advertising campaigns are built around short, carefully worded advertisements. Although they may be limited in size advertising of this type can be very successful in attracting the attention of potential customers who will follow the adverts through to your website. Two methods exist and they depend on where you are going to place your advertisement. During the set up process of the AdWords campaign you will be given a couple of options and you can decide to place your ad on the search or content network (Adsense) or you can place it on both networks. Search network advertisements are assigned many keywords that would match the text of the advertisement and that is an excellent method for getting searches to locate your product or service. With context networks, the advertisement is located close to an article or blog that is similar. Because of this the article might be read by people who are not intending to buy the service or product as they are just browsing. Because of this, contextual advertisements normally do not have the same impact as search advertisements. If your desire is to target both markets you want to create two separate marketing campaigns as this will allow you to expand your target area and inevitably increase traffic to your site. Advertisers spend a lot of time and money making their advertisements, and they tend to close in on a certain age group, and a certain peer group. And when people in that age group click on the ads, they know they have did what they have set out to do. And they make they money they want. Even if you have already done advertising with AdWords you may want to begin a new campaign if you want to target the content advertising folks. It may be possible to use the same campaign on the content network but it might not be as effective since the audience is usually considered more passive. In summary, a well-run campaign on a search network will generally be the best and most reliable way to generate business. However, with some cleverness and savvy and well-written copy, it is certainly possible that this could be supported by a complementary campaign running on the content network. Justin Harrison is a leading Internet Marketing consultant responsible for the Internet Marketing strategies behind some of the biggest online brands including Amazon, BBC, MasterCard and many others.

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