And so it begins….the real PPC power!
I’m always surprised to see the results that my ads on the Google Search produce, and the flexibility of choosing specifically which searchers to target is awazing…
The more targeted you get on the Search network, the less impressions you get, after all, you’re narrowing the funnel, focusing on customers who have moved past research and into buying mode.
Often, you find a profitable keyword, your Clickthrough Ratio and Conversion are excellent, but the traffic is just not enough to really make that much of a difference.
The Content Network Boosts Profitable Keywords Exponentially
When a PPC campaign includes the content network, Adwords will place your ads throughout Adsense placements in affiliated websites. That means not only ads will show when someone is searching for your keyword, but also when that keyword is somewhere within the text of those websites.
With the Content Network, PPC takes a much more aggressive approach and targets potential prostects that may not be “searching” for what you’re offering, but reading, looking, or watching it.
Google understands these prospects are interested in that keyword because the website in which the ads is placed contains that keyword – therefore its visitors must be somewhat related to that query.
It is common to see a huge spike in impressions when the Content Network is turned on, and that is exactly why it is such an advanced PPC strategy: with 40K impressions/day in average per keyword, a 0.5% clickthrough ratio means 200 clicks – which means at $0.10 per click, $20, for a single keyword.
There are a variety of reasons to be careful when advertising in the content network:
- quality of the placements (the website where your ad is showing – is it well-targeted?)
- quality of the clicks (keeping track of where your clicks are coming from can be a tiresome chore)
- difficult budget planning (much higher click volume, even with low CTR)
- difficult keyword strategy (instead of simply focusing on what they are searching for, marketers have to think what is the best context to place a keyword)
A couple of recommendations to maintain control over your ppc campaigns running on content:
- Imagine how your keyword will show up on a blog post, email, or article, and focus your ad around that angle
- Create Content-only campaigns, and check it’s results very often
- Check Google’s Placement Report at least weekly to find out exactly which placements have offered the best results, and ditch the ones that didn’t.
- Use ONLY exact keyword matches to have the most amount of control
Would you like to share your experience?
I have a project cooking right now that will open a huge channel to PPC students who need or want to share their PPC knowledge, but for now, I’d like to see what was everyone’s experience with the Content Networ..
Leave your comments, questions, and suggestions – I will reply!