Ezanga expands to release contextual ad model

Add search engine Ezanga to the number of search engines offering something different to consumers. Rather than relying on simple search, the engine has begun to roll out a new contextual advertising model. The ads served will be based on website content, moving the engine from search into search engine marketing and pay per click advertising.

by Kristina Knight

Here is how the ads will work: a publisher uploads a blog or article reviewing the latest Hollywood blockbuster. Ezanga would serve ads for movie tickets to the consumer reading the content. Ezanga's base reads the text on the website, targets based on geography and demographic and serves either a text or graphic ad based on the content and targeting information gathered.

Cost per click advertising is one of the most economical for publishers, who look for better ways to monetize content on a near-daily basis. The right ads and targeting can help drive traffic to the website as well as code or keywords. Publishers and marketers sign up to determine which type of ad will be displayed on their webpages. The code for Ezanga's tool is placed on the backend of a website and from there the ads are uploaded. Advertisers can choose to advertise only on specific websites.

Once a campaign is launched, marketers can track the campaign to make changes or adjustments as needed. Ezanga can also monitor the ads to determine which keywords, websites or channels are converting most often; from there, the engine can remove sites which are underperforming to give marketers the best chance at finding in-market consumers.

Tags: contextual ads, contextual advertising, cost per click, CPC, Ezanga, online advertising, pay per click, PPC, search engines, SEM