How to Manage and Optimize Google’s Content Network
Before I begin… let me say, it has been a while! Sorry for letting this blog go stale. I had the best of intentions but sometimes, work (pesky clients!) gets in the way. Alas, I found a rainy Sunday afternoon in between chores to post.
I am not a huge fan of the content network for many reason, the first being I have seen some poor results from in in past and don’t want to waste my clients money. That being said, there are some clients who do great and benefit greatly from the content network. It really depends on a number of factors (well, in truth more than “a number” – it depends on A LOT of factors) and more often than not, B2C clients fair better than B2B.
Separate Search and Content Network
When I set up new accounts or campaigns, I always separate the search network ads form my content network ads. This allows me to manage the budgets more effectively and see how keywords perform independently across these two mediums (a note for Google – it would be great if advertisers could separate Google Search from Google’s Search Partners). Separating the two also keeps the data sets “clean” when viewing them. I like seeing my search CTR’s rather than having the content network mixed in.
Writing Ads
Content network visitors are “passive” and not actively searching on with keywords looking for your product or services. As such, writing ads for the search network and content network should be taken with a different approach. Don’t bother using dynamic keyword insertion tricks or techniques in your content network ads, they won’t be effective. For that matter, “stuffing” your ads with keywords won’t make a difference either, as there is no “bold blue” opportunity to be had with these ads. Be more general in your approach, focus on driving traffic interested in engaging with your brand and finding out what your business or service is about. I typically use more questions in my title like “Need Accounting Services?” or “Roof Leaking?” which tends to perform better than simple statement titles.
Selecting Keywords
You don’t need to be as “long tail” focused with your keyword selections (or really bother much with keyword match types at your initial setup). I find that Google tends to cast a very wide net when it comes to placing your ads. More often than not you will see MySpace amongst the top impression leaders. Use your keywords to “guide” what types of sites your ads will appear on, as you start to generate data, you can begin to weed out poorly performing sites and build a list of sites that can be used to either separate into a site placement campaign or increase bids on.
Managing with Data (and the new Adwords Interface).
With Google’s new Adwords interface, managing the content network and specific sites is much easier than before. Rather than writing out instructions and tips on using the new interface to your advantage – Google has produced a nice video explaining how the content network can be managed:
