Google's Content Network can be a very powerful tool in your
gig bag of PPC
Management success. By selecting a simple setting inside your
campaign settings, you can literally reach millions of readers /
potential customers that Google.com and Google's Search Network
simply doesn't reach. Read on for
PPC
Optimization tips and potential hazards when it comes to the
Content Network.
Campaign Organization:
When setting up your campaigns there are a couple of ways to
effectively organize them. One way is to have a single campaign
that is enabled for both Google.com (and their search network if
you so choose) and Google's Content Network. If you decide to go
this route make sure you select the option that allows you to
control bids separately across both networks. My preferred method
is to set up separate campaigns ... one for Google's Search
Network and one for the Content Network. This will allow you to
better control the daily / monthly spend since you can only set
budget caps at the Campaign Level.
Ad Groups Inside Your Content Network Campaigns.
Don't worry about duplicate keyword issues with the keywords
inside your Content Network Ad Groups. Google decides where to
show your ads across their Content Network based on the Ad Group
relevancy as a whole. This includes keywords and ad copy. So,
remember it this way ... Google's Content Network is NOT keyword
driven - it's relevancy driven. After all, when you see ads on
another site that are Sponsored Listings from Google Adsense, you
didn't have to type in a keyword to display those ads.
Laser Target Your Content Network Ad Groups.
When dumping keywords in your Content Network ad groups, keep the
list as short as possible and Laser Focused! Remember, Google
decides where to show your ads based on the Ad Group relevancy
... not based on each keyword. For example, if your business is
generating leads for colleges and schools providing nursing
degrees, then it makes sense to have an Ad Group in your Search
Network campaigns targeting keywords such as "nursing jobs" or
"nurse salary". But, for the Content Network, those keywords
should not be in your Ad Group because this give Google the
option to show your ads on medical job boards, resume writing
sites and other non relevant sites. For the Content Network Ad
Groups it's best to keep your keywords laser focused - in Exact
Match format - targeting your specific niche ... like [nursing
degree] [nursing degrees] [nursing school] [nursing schools] [cna
degree] etc.
Placement Reports.
Monitor your Content Network performance by pulling Placement
Reports inside Google's Reporting interface. When you receive
enough data to start crunching useful stats, find the Domains
that are driving quality / converting traffic to your site.
Site Match Campaigns.
Set up Site Match campaigns targeting the Domains you
identified in your Placement Reports and allocate your budgets
accordingly. (Don't forget to add these domains to your Excluded
Domain list for your Content Network Campaigns). Here's a tip - when crunching your data to determine
which sites you want to add to your Site Match campaign,
calculate your Avg. Cost p/ Impression for that site to start off
your Site Match CPM Bid. After you start receiving conversion
data from each site match site you can then dial in your CPM Bids
to achieve your CPA (Cost Per Acquisition) target.
Click Fraud and Google's Content Network.
While click fraud is a problem, we believe most click fraud
takes place across Google's Content Network. There are several
good services out there that track and prevent click fraud, but
we recommend Adwatcher.com. Their service is easy to set up and
reliable.
For an impressive look at PPCE and their capabilities, review their PPC Management Proven Success page.
And don’t forget the
PPC Case Study
showing impressive Content Network results - linked in the footer of the site!
Contact PPCE today at 888.451.6063 or email us at
info@ppce.net
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