Web Feed strategies for PPC advertisers

Why use web feeds?

A feed delivers content, often subscribed to on the web, in the form of headlines, summaries or articles. Users generally subscribe to feeds with feed aggregator tools built into most browsers or in a standalone application. The most appealing aspect of web feeds is that it allows users to preview new content and then decide whether they would like to click or not. The advantage is twofold – first it extends exposure to new content on a website and second it reminds visitors to return.

How does PPC fit in?

Pay Per Click advertisers who are familiar with Google’s AdSense service understand the advantage that website content, geographical data and other factors have on paid search engine advertising. AdSense uses this information to generate relevant advertisements creating a service beneficial for both advertiser and potential customer. Pay per click advertisers can use their AdWords placement tool to expand web site exposure across to feeds as well with AdSense for feeds.

What is AdSense for feeds?

Google acquired FeedBurner, a web feed management provider that offers custom RSS feeds and management tools to web content publisher such as bloggers and podcasters. Built into FeedBurner was an optional advertising system that in August 2008 Google made available to all Adsense users under the title of Adsense for feeds. This service, according to Google’s Official Blog, is described as "advertisers have their ads placed in the most appropriate feed articles; publishers are paid for their original content; readers see relevant advertising—and in the long run, more quality feeds to choose from."

What changes for advertisers?

Until now, web feeds have been free of advertisements for the most part. Google offers search engine advertising firms a whole new way of getting their client’s exposure. By integrating advertisements with related and popular syndicated feeds, content publishers earn per click or by impression and advertisers have authoritative links to their paid campaigns. After all, user subscriptions of web feeds indicates a degree of trustworthiness; something that successful marketers must exploit.

Convonix is an SEO Company providing customized Search Engine Optimization and Pay Per Click Solutions to help you make the most of your online property.

Convonix Inc offers customized Search Engine Marketing strategies including SEO, PPC and Landing Page Optimization to help websites enhance their Search Engine Rankings and leverage their online presence.