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If you’re not familiar with the Google Content Network option within a Pay Per Click campaign, it may be worth looking in to. Depending on your niche, there may be countless websites partnered with Google who participate in Adwords. Essentially, these sites have “digital billboards” which are swapped out much like ranking positions on paid Google searches.

Within an Adwords campaign, you can set a given campaign to bid on these spots, just the same as bidding on search rank position. The idea is, visitors to these sites are already looking for information or a service relavant to your business, which makes these ads highly visible to those that may not be doing searches for your niche, but are still looking for it. It’s a good idea to set up a test campaign so that, at the very least, you can see if this is a good option for your company. After gathering a certain amount of data from various reports provided in Adwords, it is best to set up a Placement campaign, which will either allow or disallow specific websites from showing your ad.

The first step is to utilize the Placement Tool to search for sites relevant to your site. By entering a number of keywords for each adgroup you set up, a list returned, and you can add placements to each adgroup from a list of sites returned. Each adgroup will then specifically target the placement sites within to have your ad shown. This is not a guarantee that your ad will show, but a bid much like standard PPC campaigns. Of course, your ads should be relavant to each placement adgroup you setup.

The next step is to set up a number of general content adgroups with your keywords, relavant ads to display, and no placements. Let this campaign and the placement campaign run for the course of a few months to see which sites are showing your ads, how many clicks they are getting, what the click-through rate is, and how many conversions result. Once you’ve let the campaign run for awhile, you can run a placement report for each, which can be set to return the domains with pages on which your ad was shown. Organize your report by conversions and those sites with good conversions (be sure to check for lower costs per conversion as well) can be kept within the placement campaign, or added to it if they show in the general content campaign and were not already in the placement campaign.

Next, organize each report by cost. This way, you can find the sites with no conversions and a lot of spend, or those with high conversion rates. With this list of domains, you can add them to the negative keyword/placement list, so they will no longer show the ad. Do this within the general content campaign, but before you add these sites to the placement campaign, move these sites into a new adgroup that basically mirrors the one from which it came, and add a list of keywords to the group. This way, only pages relavant to those keywords will show the ad, and you will be more likely to get conversions. If the site placements within a placement campaign adgroup including keywords are not converting, then ad them to the negative kayword/placement list.

If PPC confuses you, don’t hesitate to ask an Internet Marketing Firm like Reciprocal Consulting any questions you may have.

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