Things You Need to Consider When Planning Your Placement Targeted Google AdSense Campaign
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AdSense placement targeting campaigns can provide a huge amount of additional reach when combined with your AdWords Search campaign, but the conversion rates have traditionally been much lower for content than search. So, how can you maximize the results from your content campaign?
The most important thing to remember is: don’t treat content like search!
The only thing they have in common is that you’re using text ads for both. With search, people are actively searching out information in your niche (well, they should be if you picked your keywords correctly); with content, the ads are incidental to the content they’re looking at.
Users are also further along in the buying cycle when they’re searching as opposed to looking at content. Therefore, the ad copy that worked for you in search won’t work for you in content. You’ll need to tailor your ad copy specifically for the content environment.
Also remember that contextual advertising (used in the content network) is targeted at the AdGroup level, not at the keyword level. This will also impact how you structure your AdSense campaign. If they aren’t even running on the same parameters, why would it make sense to structure your campaigns the same way?
Take a long look at your keyword combinations; what may have worked well in search, again, won’t work in content. Make any adjustments you feel are necessary. You can also create different mixes AdGroups using similar keywords and creative. By adding keywords, combining them in different ways, changing match types and creating new phrases, you can try to get a greater number of impressions.
One of the benefits of the content network is the ability to site-target; there is software out there (such as AdwordsDigger, found at http://www.adwordsdigger.com) that can run through the thousands of sites on the content network based on your keywords, and come up with a leaner list that will maximize your return on investment.
You’ll also need to take a look at what landing pages you’re directing your content ads to. They may have been created specifically for a search campaign, which means, you guessed it, they won’t be as effective for a content campaign. Since the content user isn’t actively searching for a certain product or service, you’ll need to create dedicated landing pages for your content campaign, which could focus more on learning about your product and creating interest before pushing the sale.
So, how do you run your content campaigns? If you use the same parameters as your search campaign, how is that working for you? If you’ve customized your content campaign, what kind of improvements did you see?
NEVER Before! Click Here Now to Download “How to Build a Business Not Just a Blog” for FREE and Learn the Right Way to Make Money Online! – Copyright JohnCow.com – All Rights ReservedThings You Need to Consider When Planning Your Placement Targeted Google AdSense CampaignPosted: 11 Mar 2009 12:38 PM PDT AdSense placement targeting campaigns can provide a huge amount of additional reach when combined with your AdWords Search campaign, but the conversion rates have traditionally been much lower for content than search. So, how
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Perfect topic for me as I am in the process of elearning Google Adwords marketing. It is interesting to differentiate between content and search. There are so many out there throwing ads through the system without even understanding what the content network is.
As you say, it is important to approach the content network quite differently. And if one does choose to use the content network, you should specify which sites you wish your ads to show, otherwise Google will decide (based on your keywords). While Google is a pretty darn smart machine, you can optimize your campain better by selecting your sites to advertise on yourself. Some good ones are article sites, such as Enzine.
A good rule of thumb when first entering PPC is to turn the content network off until you have become comfortable with it. Once there, study and impliment the content network seperately and carefully. Done Right, PPC is the Fastest way to Make cash online.
Cheers!
Jeromy (AKA Hillbilly)
I have been blogging for about a month now and I’m still not getting many visits. It might be a good idea to look a little more carefully at the keywords.
thanks this was an informative post!
Also, don’t forget … what works on search at one given time may not work tomorrow. Search marketing changes just as quickly as consumers’ needs change.
Nice tips john…
i was researching about google adwords tips this last week and this post was about what i was looking for…
more learning… But it all adds up to better results!
Well, I’ll be darned! That looks dead obvious – but only now after it’s pointed out.
Before your post I had never thought about differentiating between search and content.
I will now though
Thanks!!
JARichards
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Good post. The post was professionally written and I feel like the author has extensive knowledge in the subject. Thank you.
Adwords digger is a great software. However the latest version have some bug..which closes the application now and then.