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Google Content Network
Does Google only do broad matching for the Content network?

 12:59 pm on Jun 1, 2009 (gmt 0)

I have been given quite a small budget for a very specific niche site trying to obtain traffic for them on Adwords.

I'm mainly doing phrase matching on keywords which very much have to do with the niche. Now the main problem is, there really are not many searches for these keywords so I have resorted to the content network however on checking on the sites that the ads have appeared on, I cannot find the keyword on the pages content as a phrase, only ever a broad match and usually only 1 out of 2 words appear on the page!

So can anyone clarify that targeting the Content network VIA Adwords can only be done by broad keyword matching or am I missing something?



 2:29 pm on Jun 1, 2009 (gmt 0)

Content network matching is by theme, and not by keyword.

Name your ad groups with your theme, and only put a handful of highly relevant keywords or phrases.

You don't need to worry about match type, because, as I said, Google places your ads by theme.

You could also try site placement if there are sites you specifically want to advertise on, but that does tend to be a little more pricey.


 2:42 pm on Jun 1, 2009 (gmt 0)

ah thanks for that Netmeg, looks like I'll have to revise the content network for this campaign


 3:37 pm on Jun 1, 2009 (gmt 0)

You should create seperate campaigns to run on the content network. I would not recommend running the same campaign on both search and content networks.


 3:49 pm on Jun 1, 2009 (gmt 0)

thanks for the replies guys, tbh, this is the first time I have ever used the content network as have never had much faith in it but seems like a whole beast on its own!


 4:45 pm on Jun 1, 2009 (gmt 0)

Name your ad groups with your theme

I seem to be learning something new every minute today!

Netmeg, Google looks at the name you give your Adgroups?

I've always used names that mean something to me: "Product type - Search Off", "Product Type - Software Tool Used", "Product Type - New", etc.

Time to rethink that strategy? Any guidelines?




 6:22 pm on Jun 1, 2009 (gmt 0)

If you want your ads delivered to the most relevant places possible, you need to give Google as much information about that as possible. So name your ad groups after the central theme of that ad group, and help them figure it out.

For example, if I were selling sports jerseys, I might name my ad groups after sports - Hockey, Football, Baseball, etc. for a better chance at my hockey jersey ad showing up on a Detroit Red Wings blog (go #wings!) rather than a general sports site. The more targeted, the better I convert (hopefully)

If you're doing strict placement campaigns, it probably doesn't matter. But I'm pretty convinced it does matter for garden variety Content campaigns.

I can make notes for myself in AdWords Editor. Give Google as much information as you can for the best targeting possible.

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