By Mika Tal

Information- the more we have of it, the better? Sure, so long as we know how to use it.

This is the simple conclusion I came to in one of my ventures through Google Analytics.  With so much information around to explore, one has to know how to ask a question accurately.  Needless to say, narrowing down the mounds of information to a set of central parameters is an important step in learning how to utilize such an advanced tool to one’s benefit.

Today I’d like to suggest a few Google Analytics parameters that can aid you in optimizing the performance of your Kontera pay-per-click ads .  If you’re new to Google analytics, you may find this information especially useful. I’ve narrowed it down to 4:

• New vs. Returning visits- Returning visitors tend to generate a higher CTR for ContentLink® ads.  The reason for this is that visitors who return to your site are already familiar with the information you serve, and with the advantages of Kontera ads.  They are more trusting of ContentLinks and they tend to click the ads more often. For advice on how to get more of your site’s visitors to become returning visitors, consult this great post on entrepreneurs-journey.com

To find out your site’s ratio for New/ Returning Visitors- on your Analytics account, go to Visitors and then click New vs. Returning.

• Top Content Pages – To get the best results, it is recommended that you place your ContentLink tag on all your website’s pages.  However, if you choose to place ContentLinks on a few pages rather than all, make sure the pages you choose are ones that generate traffic.  I’m sure there’s no need to explain why traffic is important for making the most out of your ContentLink ads.

To find Top Content Pages on your Analytics account, go to Content then click Top Content.

• Top Search Engine Keywords- we have published a series of posts on how to maximize your ad earnings by optimizing your site’s content. Knowing which keywords bring the most search engine traffic to your site is important because these are likely to be the more popular keywords, often sought after by advertisers.  These keywords have better monetary potential.

Go to Traffic Sources and then click Search Engines.  Select a search engine and make sure you see the first option on the dimension field: “keyword”.  Google analytics enables you to see all keywords typed into any search engine for your selected date.

• Map Overlay – where are your users coming from?
  Kontera’s top earners are publishers whose sites  get over 55% US traffic.  The reason for this is that online advertisers invest much of their resources on traffic from the US.  While Kontera has partnerships with advertisers all over the world, the highest CPCs generated by your site originate from your US visitors.  An increase in US traffic has an immediate effect on earnings.

Use Analytics Map overlay to see exactly where on the globe your traffic is coming from.
Click Visitors then go to Map Overlay.

I hope you will find this information useful in making the most out of Kontera ContentLink ads  on your site!  If there’s anything I left out, or any additional tips you’d like to share please drop us a comment below.

Multiple factors contribute to a successful site search engine optimization effort. It is an ever changing endeavor as the web and search engine crawlers constantly evolve. With that said, every online marketer will agree that extensive keyword research is crucial to your success.

Content optimization for your targeted keywords is also an important factor in maximizing your results with the various pay per click advertising methods employed on your website or blog. It’s safe to assume that the popular keywords in your niche are also in high demand by advertisers targeting your niche’s users. When creating new content, are you making sure that your content is keyword rich and in line with current search trends of your target audience?

Word cloud was created with Wordle

Kontera’s contextual advertising technology analyzes your content and determines what it’s all about. During the analysis process, keywords are chosen according to relevancy, click-through rates, and revenue potential. We then utilize all these parameters to match your keywords with the most targeted, highest paying ads for your site. Guess you see the connection, right?

There are countless articles about successful keyword research and the various tools you can utilize for this, but we wanted to remind you of two great keyword related tools that Kontera offers publishers:

Keyword Report – This report, available through the Publisher Center “Reports” tab, enables you to identify your site’s top performing Keywords during the last week.  This is a current list of the most clickable keywords on your pages; by adding these keywords to new content you create, you should positively influence your site’s performance.

“Kontera’s Top Clicked Keywords” posts series – While your account’s keyword report provides you with an accurate depiction of your site’s top performers, in this series of posts we provide a glimpse into the larger picture. Every few weeks we share Kontera’s top clicked keywords in a variety of content categories – be sure to follow this as the next post may include your niche and grant you with valuable inside information you can use.

Bryan Everett, Kontera’s SVP Business and Development, was interviewed on Adotas this week.  In a Q & A series, Everett presents an overview of Kontera- technology, history, and direction. Through this overview, Everett offers interesting insight into the world of In-Text contextual advertising.  Here’s a sneak peek:

Q: With more than 300 ad networks out there, how do you add value to advertisers? Publishers?

A: Considering the economic situation we’re in now, more advertising dollars will be pushed towards performance-based vehicles. As it relates to advertisers, what differentiates us from other ad networks is that we are a Cost-Per-Click based platform which means that they only pay for performance. In addition, we convert well for advertisers once users do click on an ad. For publishers, we provide a very strong additive eCPM to the overall page, as well as a solid user experience because we choose the most relevant keywords and ads at the most relevant and opportune time… Go to Article

It’s time for our top clicked keyword report again:

“iphone” is always a top-clicked keyword in the Consumer Electronics category, but as the holiday shopping proved, “Nintendo wii” is a strong contender for first place in this particular niche.

“The Pussycat Dolls” are going on a European tour with Lady Gaga, if clicks are any indication tickets are probably sold out. It’s twin girls for “Rebecca Romijn” and husband Jerry O’Connell, and this happy news generated many clicks for the “Ugly Betty” actress. It’s the award season so it’s hardly surprising that “red carpet” and “Golden Globe Award” are topping the clickable keyword list in the Entertainment category.

A new year is always filled with promise and hopes and apparently it’s a season that attracts good business for astrologers… The Society & Culture category is dominated by astrology related keywords with many users interested in a prediction of how 2009 will unfold.

Against the backdrop of Facebook’s “breast feeding” controversy, we’ve witnessed a rise in this keyword’s popularity within the Health category. But can you speculate what sparked the sudden popularity of “face lift” in January?

The “Top Clicked Keywords” post series is aimed at providing you additional information about the top performing keywords in our network.  For previous posts visit our Top Clicked Keywords Category.

To get into the spirit this holiday season, Kontera adopted a local family through Compass Community Services, who provides housing, education and employment services to San Francisco’s homeless and at-risk families. Kontera adopted family of six and our employees purchased gifts from the family’s wish list, ranging from gift cards to provide the family with a healthy holiday feast, to shoes, robes, teddy bears and knitting needles. We wrapped the presents just like Santa’s elves would, and then placed them under the Kontera tree for delivery to the family.  Kontera’s participation in the adopt-a-family program helped to provide thousands of presents for over 150 families, including 250 children. At Kontera, we really enjoyed celebrating a season of giving, and look forward to more community service activities in the future.  Thank you to our publishers and advertisers who help make our generosity possible.  We couldn’t do it without you!

Compass Community Services
Each year, Compass fills the needs of more than 3,000 low-income and homeless parents and children. Its services include intake and referral to shelter, emergency shelter, transitional housing, and childcare – in addition to a broad spectrum of counseling, parenting education, prevention, and support services. With its deep understanding of homelessness and personalized support, Compass helps clients regain a solid footing and move toward long-term stability.