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Dealing With Contextual & Other Non-Search Ads: SES San Jose 2005
Every session I plan for Search Engine Strategies has to be related to search -- and search marketing in particular -- in some way. So the
launch of contextual ads in 2003 by Google posed a quandary to my planning. I don't consider contextual
ads to be search, as many of my readers well know. People aren't in "search mode," when they view these ads. Heck, you can even buy image ads through Google that are
contextually placed, something you can't do with search targeting. Contextual does NOT equal search.
So if contextual isn't search, what's the deal with a panel on contextual ads at SES! It's a recognition that search marketers are going to have contextual ads thrust at
them as an option by the major search players, so they'd better understand how to approach these if they have search-centric minds.
Enter our Dealing With Contextual & Other Non-Search Ads panel, returning once again to the show.
The key difference with the panel for SES San Jose 2005 is that this time that our panelists --
Brad Byrd from NewGate,
Andrew Goodman from Page Zero Media and
Peter Hershberg from Reprise Media -- are freed
from the usual rundown on how to get contextual and only contextual from Google, if that's what you want.
Now that contextual can be purchased independently of search ads on Google, the panelists can finally
explore some new ways for the search marketer to approach the different -- yet often still valuable -- world of contextual ads offered by Google, Yahoo and others.
FYI, Google and Yahoo have been invited join our confirmed speakers for this panel. Neither company has confirmed yet, but they've always taken part in past sessions, so
it's pretty good odds you'll see them at this one.
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