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by Mike Essex on 22nd April 2010
Online advertisements are most successful when they are delivered to an audience with a level of interest in the relevant product or service, according to AdWords Content Specialist team member Sharon Park.
She writes on the Inside AdSense blog of how Google’s PPC services such as the Google Content Network can help advertisers to reach the right audience.
For instance, by splitting advertisers into verticals – by industry areas such as ‘technology’, for example – their commercials can be directed towards technology-focused websites.
Targeting advertising in this way is part of concepts such as mood thematic congruency, where consumers who are already feeling good about a particular subject are then offered opportunities to buy a product or service related to that topic.
According to theory, they are more likely to do so due to the natural desire for human beings to maintain a positive mood, once established, through their subsequent actions.