Case Study: Wirtualna Polska

www.wp.pl

Wirtualna Polska is a great example worth taking as example if you consider display of contextual ads on your website. A number of actions can be observed. Those actions support contextual ad adjustment on each website and make ad display more effective.

1. Describing websites with Meta Tags.

   Each website has the most detailed description. Website content analysis system uses many sources of information, not only the content. The Adkontekst Robot analyses:

   • full address of the sub website,
   • website content description,
   • keywords used by the owner to describe the website,
   • website title.

    

   

   The better the contextual adjustment of the ads, the more willing the Internauts are to click on ads. And the website owner experiences higher income.

2. Setting the right thematic category.

   There are 17 thematic categories available in the Partner Panel. Categorisation has two key functions:

   • Firstly, categorisation is the second (after automatic content analysis) level of adjusting ads to your websites. By choosing a channel you can give "suggestions" about the character and topic of the website to the system responsible for ad adjustment.
   • Secondly, thanks to the channels (which are given thematic categories) you gain access to advanced statistics that help make key optimising decisions. You can also tell which form is the most effective.

   

3. Ad form diversity

   Wirtualna Polska presents as wide variety of different ads on the portal. It enables:

   • Perfect adjustment of ad forms for every chosen space on the website. In Adkontekst you can create your own ad form adjusted to the space you want to assign for advertising.
   • It eliminates boredom caused by ads. While browsing the portal the Internet users always see new ads. That makes Internauts click on ads more willingly.

   

4. Adjusting box layout with website layout.

   Styles and colours of the ad box are also an important factor. They shout be adjusted to the colour code of the given website. We take into account the following colours:

   • Ad title
   • Ad description
   • Ad URL
   • Ad background
   • Ad frames

   Internet users are more willing to click on ads naturally adjusted to the website layout

5. Using forms that enable display of Adkontekst Exclusive.

   While choosing ad form sizes it's wise to consider the sizes that enable display of Adkontekst Exclusive. This exclusive ad form is more expensive than a classic text box. That is why it brings higher earnings to the Publisher.

   

6. Search engine Sponsored Link display.

   Another tool that enables you to earn more money is an Internet search engine. For each click on Sponsored Links displayed above the natural search results we will pay you money, in accordance with the rate that you get in the Adkontekst network.