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.
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Pay Per Click Edge (http://www.ppce.net ) is a Full Blown
Pay Per Click Management Firm that Focuses on Client's
Goals and Objectives. Contact PPCE Today at 888.451.6063 or
info@ppce.net for a Free Consultation and Proposal!
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