Content Match
Other websites can display relevant Google Advertising on their own site, as a revenue generator.
If you choose to ‘content match’ on Google it means that your advert may display on websites where the content on a particular page is a close match to your own keywords and adcopy. This is less targeted, and generally results in a lower Click Through Rate (CTR) as users are not actively searching for your product.
Using the example of the Website selling childrens books again, an article on The Times online newspaper about VAT on childrens books, may trigger one of your adverts. This is obviously not as immediate in terms of marketing effect as someone doing a search looking for children’s books. However content match can expose your website to a broader audience and the Cost Per Click (CPC) can be cheaper.
