search industry

Mastering the Google Content Network

Think about this for a second…

Google has the ability to display text ads on millions of websites that have a reach of millions of vistiors every day.  These sites include well known media outlets, blog networks, and niche communities.  With Google’s content network you have the ability to tap into these sites with targeted and relevant ads.

So why wouldn’t you want to?

Historically Google’s Content network has really had a hard time driving conversions, rather they would drive a lot of clicks, but all of that traffic had a hard time converting.  In the middle of 2007 that all changed, Google started cleaning up the content network and advertisers have been flocking to re-try the advertising medium.  One of the big changes that Google made was allowing you to see which URLs your ads are showing on.

Ok, So How do I Optimize for the Google Content Network?

Daniela Araujo is an expert at optimizing for the Google Content Network and she has some excellent tips on how to drive up conversions within the network.

Here are some tips from Daniela:

* Include in an ad group, not only very specific keywords, but also generic keywords that describe the specific industry or field for each product or service;
* Run separate campaigns on Google content and search, because a keyword may not have equal success in both channels. Also, budgets and bidding can be managed more efficiently when content and search campaigns are running separately;
* Ensure that your ads average positions remain above position three (3), as most sites publish only three Google ads per page;

There are 3 more tips over at Daniela’s site!


Leave a reply

Your email address will not be published. Required fields are marked *