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by Samantha Noble on 8th October 2010
One of the key advantages of using content targeting commercials is that they can introduce a company to an entirely new audience, it has been claimed.
Josh Dreller, a columnist for Search Engine Land, explained that content targeting works by a search engine scanning the text on a page and putting up relevant adverts alongside it.
He said that users of pay per click management services can enjoy some "clear benefits" from employing the marketing strategy.
"[You get] the ability to reach users who don't know your product or service," Mr Dreller pointed out.
"They don't know to search for you, therefore you wouldn't be able to reach them on a search-triggered ad."
He added that another advantage of the service is that companies can be flexible in the types of adverts they run, varying between text, image, video and flash commercials if they choose.
Earlier this month, Mr Dreller stated that it is the perfect time for companies to enter the field of paid search, as it is one of the "hottest" topics in marketing at the moment.