Using Content-Targeted Campaigns
No Comments
Written by admin on September 12, 2008 – 2:30 pm
Within the AdWords platform there are various networks to which you can target your campaigns. One of these networks is called the content network.
Content targeting is basically another word for contextual advertising and is a way in which your ads can reach a wider audience. When you choose to opt into the content network, Google scans its network of partner sites and determines which are best suited for your ads.
This is based on the content that is found on the Web pages within the content network. These pages may be sites about a product that you are advertising, news stories related to your keywords, or blogs about similar products.
Some benefits of contextual advertising include diversified advertising channels and extended reach. Your ads are no longer limited to just the Google search results and may be shown to customers in a different stage of the buying cycle. You also are not limited to only displaying text ads. When you use the content network, you can choose from image, animated, and even video advertisements.
Creating a content-targeted campaign is easy. You can use one of your existing PPC campaigns or you can create a new campaign specifically targeted to the content network. You should create a new campaign with new ad copy if you plan to advertise on the content network. Be sure your keywords are separated into specific ad groups and that your ad copy is directly related to those keywords. Finally, remember to set different keyword bids for the content network.
You may not want to pay as much when you advertise on this particular channel as you do when your ads appear in the search results. Always keep an eye on your budget.
When you use the content network, remember that the Internet is not a predictable place. Campaigns on the content network run the risk of overspending at a moment’s notice. For example, your ad may be displayed on a site that normally receives about 100 unique visitors per day. An ad on this site may only cost you a small amount of money every day; however, if this Web site suddenly generates a large amount of press by being featured on a major news Web site such as Digg.com or in a national magazine or newspaper, the traffic coming into the site could increase dramatically.
Suddenly the ad that was costing you very little may start getting more and more clicks. On the content network, a 25 cent daily ad spend can turn into $250 overnight. To avoid this type of overspending, be sure to set strict budgets on your content network campaigns.
You can also restrict your ads from appearing on certain sites. Remember to occasionally run placement reports to see which sites actually drive conversions and which sites only drive nonconverting traffic. Any sites that do not seem to send the right kind of visitors to your site should be excluded from showing your ads in the future.
