Effectively Advertising In Google’s Content Network
By: Manoj Jasra
Advertising in Google’s content network effectively is not an easy task to accomplish, so the Google Adwords blog has created a great set of best practices to help you get started on the right foot. Some of the best practices are detailed below, but check out the Adwords blog for the complete insight.
- Setup the same starting CPC bid as your Search campaigns: We recommend starting with the same maximum CPC bid as your Search campaign ad groups. Once AdWords has collected enough data, our smart pricing technology will automatically optimize your bids on the Content Network to give you more profitable clicks.
- Set up AdWords Conversion Tracking on your website: Install Conversion Tracking on your website to measure the sales and leads (conversions) you get from each ad group and placement.
- Exclude poor-performing sites: Get more qualified traffic and boost conversions by excluding sites that perform poorly for your campaign, based on the number of clicks, the average CPC and the number of conversions.
- Focus your keywords and exclude less relevant keywords: Add more keywords that describe your product and ad group theme in greater detail. Also, add negative keywords to refine your targeting and prevent impressions on irrelevant sites.
- Expand your keyword list to get more traffic: Once you have finalized your ad group themes, use the AdWords Keyword Tool to get keyword ideas. Enter ad group theme descriptions or keywords under the ‘Descriptive words or phrases’ tab. Select the 5 to 10 most frequently searched keywords and save them to your ad group This will help to ensure that your list stays highly relevant to your ad group theme.
