Contextual Advertising in search engine is a form of keyword targeted advertisements that are visible in web pages. The content displays to viewers are selected by automatic system, a system based results on keywords. Advertisements are often showed on the top or side of search engine result. It is cost-efficient and highly effective.

Google AdSense is an example of program for contextual advertising. It provides Google’s webmasters with JavaScript code which it inserts relevant advertisements into web pages from the Google’s inventory of advertisers. The relevance of advertisement is generated by Mediabot, a Google’s tool, which it indexes the content of a web page. AdSense is able to target advertisement  to the site and its content accurately. In addition, if some try to fool the Mediabot by cloaking its web pages, it might result website getting ban.Cloaking the web pages is something like showing a different page to viewer rather than the one showed to search engines.

If a firm decides to use contextual advertising, then it show be aware of Click fraud, a dark side of online marketing. It is done by clicking on a paid advertisement on purpose which can be fraudulent or non-legitimate. It can be done to raise competitors’ marketing expanse or to increase web publishers’ revenue.

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