Re-Consider Google AdWords Content Network
Getting to grips with anew content network campaigncan be an uphill battle initially
. It's much more difficult to target ads accurately, leading to stats that are hard to interpret and an ROI that's tricky to measure. Achieving anacceptable conversion rateis difficult as thenetwork of placementsis much more diffused, making thequality of clickthroughsomewhat questionable at times.
On the other hand, advertisers willing to dedicate a few weeks' worth of budget to experimentation will be thankful they persevered in the long run.
A year-long study by Google has just thrown in some convincing arguments forcontent network advertising. After monitoring a core of 25,000pay-per-click accounts, analysts determined that for advertisers running both search and content, around 1 out of every 2 advertisers enjoyed a 2.6%Cost Per Acquisition (CPA)saving on the content network. If you're a relatively small advertiser, there is more good news. Google's 12-month study found that accounts spending an average of just $1000 per month performed better on the content network than larger spends.
To replicate these successes, be savvy about yourPPC content advertising. The use of two free tools is key. TheGoogle conversion optimizerand the site exclusion tool are both weapons that should be in your advertiser arsenal. The conversion optimizer in particular is extremely useful, as itautomatically optimizes bidsin line withcost-per-acquisition goals. Use this in conjunction with thesite exclusion tool(which weeds out sites that aren't performing) and your budget should shape up well, even when compared directly with search campaigns.
A common complaint of those who have tried and failed to come to grips with the content network is that the budget has a habit of running away with itself. This happens when placements are not carefully selected and target audiences clearly defined. AdWords contextual targeting features allow advertisers to select the most relevant sites and page placements for the advert to be displayed.
The ever-expanding range of contentnetwork placementsis a point in its favor. Among other benefits, AdWords advertisers can tap into thesocial media phenomenonthanks to the inclusion of popular blog sites and channels like YouTube, without the need to hire a creative team to make a tangible, professional presence a reality. A suite of multimedia advert options, including image and video, make it easy to blend in and encourage users to engage with the marketing message and brand itself.
Three pricing options make content network advertising a more attractive option still, with pay-per-click holders choosing between the familiarcost-per-click (CPC) bidding,cost-per-thousand impressions (CPM), or the conversion optimizer for cost per acquisition (CPA).
Campaign Optimization TipsContextual targeting happens at the ad group level. All keywords in the group must have a common theme and be closely related to the advert text. Groups should be kept small with no more than 15-20 keywords. Keywords that are closely related will result in better placements.
Unlike the search network, general keywords should be duplicated in each ad group in order to establish a common theme across the campaign. For example, if you sell lots of different types of shoes (sneakers, work boots, high heels, sandals) you may want to create small ad groups for each type of shoe sold (girls sneakers, boys sneakers, child's sneakers, etc.) and then include the generic terms like sneakers' or shoes.'
Negative keywordsare an essential element of your targeting strategy. Build as many negative keywords into the campaign as possible. An extensive list will help the search engine decide where your ads should and shouldn't display. Google says their system is becoming more and more intuitive, so if it finds a page that contains more of your negative keywords than positive, chances are your ads won't display. This attention to detail will help createpositive campaign stats.
This same eye for stats should be applied to the various reporting options. AdWords allows you to create a Performance Placement report. The wealth of data can integrate withConversion Tracking and Google Analyticsto help you delve deep into the heart of the content network. Filter reports by useful metrics such as cost or conversion to see which sites in the network are delivering the most customers.
Play around with the site and category exclusion tool and remove sites that are not delivering clients despite lots of clicks. Weeding out thesecostly placementswill free up budget to discover better performing sites.
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New AdwordsRe-Consider Google AdWords Content Network
By: Asbar
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