Contextual ads are another proven and successful option under the Pay-Per-Click model, but contextual ads differ from display ads in two important ways:

• They are text-based rather than image-based.
• They are more highly-targeted, as they appear to searchers based on what they are viewing . For example,  if someone is viewing a sports-related site, ads for sports equipment or tickets may be shown; if someone is reading about the latest trends in cooking techniques, ads for glazes, cookware or accessories may appear.

*Show example of contextual ad*