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Other Contextual Advertising Programs And How To Use Them With AdSense
AdSense is probably the easiest way to generate revenue with your website — I know it’s making me a fantastic amount of money — but it’s certainly not the only way you can make money using contextualized advertising. At the beginning of 2007, Google changed its Terms of Service to allow publishers to place other contextualized ad systems on the same pages as AdSense units. There’s just one restriction: those other systems’ ads can’t look like AdSense units. That still leaves you a huge range of possibilities. In this chapter, I’m going to look at some of the other programs that you could use — either instead of AdSense or as well as AdSense. I’ll explain how they work and how you can make them work with AdSense.
Kontera — Making Your Words Pay
Kontera (www.kontera.com) is a great way to make extra revenue. Instead of putting ad units on your site, like AdSense does, Kontera highlights particular keywords in your text and brings up an ad when the user mouses over them.
The words are marked out from regular links by an underline and a second dotted line, and you can change the colors of the text and the links. For some of the biggest publishers, the ad inventory even includes some very high-earning video ads.
I use Kontera on my personal blog at JoelComm.com and I’ve been pretty impressed with the results. The ads are fun to bring up, they’re relevant and they’re totally unobtrusive. But like AdSense, you will need to play with them to maximize your revenues. There are so many different factors that affect your incomes with Kontera, such as which keywords you want highlighted, where you want those words to appear on the page and which colors to choose for the best results, that it took me some time to figure out all of the best combinations. It also took me a few phone calls directly to the people who’d created it to get an idea of what happens behind the scenes of the program so that I can maximize my income. The key issues are the number of links you should place on your Web pages, the color of the links and how those links are distributed. The first issue is pretty simple. Kontera lets you place up to six ad links on each page and recommends that you take all of them. I don’t see any reason to argue with that. In general, your best strategy when building a website that earns income through advertising is to keep the pages relatively short and focused on just one topic. That will keep your ads relevant. If you’re following that strategy, then it’s unlikely that your page is going to look overstuffed with Kontera’s ads. You’ll probably find no more than three or four on a page, and because they only appear as links they won’t distract the user.
The color of the links is a tougher question. Usually, it’s best to choose a different color to the one you’ve used for your AdSense units. That’s because Google and Kontera tend to pick up on different keywords. Offering different links in different colors helps to emphasize that variety and lets Kontera’s links stand out. If you’re thinking that the goal of optimization is to blend the ads into your site, you’re right. But these links are going to be embedded in your content. They’re also going to be double-underlined so that they’ll look different anyway. You want people to see them and to place their mouse over them. You could try using blue as your link color if you want. I use them sometimes on my blog. But I suspect that if you tested different colors, you might well find that a tone that matches your site’s design will give you better results. Testing is going to be key. Making sure that the ads appear in the best locations on the page is easy to do but might require a little work. For the most part, Kontera’s software should distribute the ads fairly evenly across the page. But if you want to make sure that you don’t get any ads in particular places on the page, you can use Zone Tags. These simply tell Kontera: “No ads here please.” To define certain text areas as off-limit simply add the line: before the text, and the tag: at the end. If that sounds to you like AdSense’s Section Targeting, you’re on the right track. But Kontera’s filters aren’t exactly the same as Section Targeting. Placing these filter tags won’t prevent Kontera’s contextualization engine from checking that section for keywords. The contents of that section will still be used to assess the meaning of the Web page. Kontera just won’t place ads on any keywords it finds there. While that’s useful for keeping ads away from the bottom of the page, the sidebars or spots right next to AdSense units, you can also use the tags to control which terms are highlighted.
Kontera doesn’t let you choose which terms and phrases you want turned into ads. But it does recommend that you make the phrases you use as specific as possible. Talking about the “Nokia 5300 XpressMusic myFaves Black Phone” from T-Mobile is likely to get you better ads and more clicks than talking about “mobile phones.”
There are a lot of different strategies that you can use with Kontera. Far too many for me to describe in detail here. That’s why I put them together in a short book that lets other publishers can shorten their learning curve. You can find that book at www.konterasecrets.com. If you’re going to put Kontera on your site in addition to AdSense — and I can’t think of a single reason why you shouldn’t — you will need that book to shoot straight to the high revenues.Intellitxt is a direct rival to Kontera. The company’s system works in a similar way: by picking keywords, turning them into links and producing floating ads when users mouse over. When Kontera was first rolled it was probably fair to say that Intellitxt was at least as good, if not better. Their ads looked great (Kontera’s were a bit bland initially) and they turned up some very good ads. These days I’m not so sure. The people at Kontera have put so much work into improving their contextualization engine that Intellitxt certainly doesn’t have an edge there. In fact, you can often find that the ads will match the keyword but the keywords won’t be the most relevant terms on the page.Nor can you define the link color, which is stuck on green or be certain that an ad will contain an image, the most attractive part of these sorts of floating ads. What you might get though is a movie. And those movies are great. Unlike Google’s video ads, these start automatically and they’re impossible to miss. Unfortunately, they’re only for really big sites. If you have fewer than 500,000 page views a month, you don’t qualify. That’s a shame because some advertisers have reported CTRs two and three times higher for these ads than for AdSense ads. And you can be sure they’re paying a lot more too. If you do have lots of users though — or think you will soon — those video ads might have been a good reason to choose Intellitxt over Kontera, but Kontera has now produced its own line of rich media ads. (Although again you need to be big to benefit from them.)
The same placement and keyword strategies that work with Kontera should work with Intellitxt too but I’d always turn to Kontera first. It’s the system that I use on my blog. First thing you’ll want to do is get signed up at http://www.adsense-secrets.com/kontera.html
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