Total — Content Targeting

[spud01]

I either failed to notice this cell or it's a new addition to AdWords but it contains various columns like clicks & impressions. Basically the same as 'Total — Search' row.

I'm not sure what this is all about, anyone able to shed some light on this one?

thx.

[Ambergreen]

Content Targeting shows the results for any 'contextual ads' that have been displayed ie the banner ads on sites like Blogger.com, howstuffworks and any of the other thousands who have signed up for this program.

Seems to me that these sites give abyssmal clickthroughs and take some of your daily budget away from your normal ads. This means your overall CTR goes down and your main ads don't get shown all of the time. In fairness I suppose the content ads CTR doesn't count towards your ads being dropped for overall CTR.

We tend to disable the content ads, they seem to be a waste of money so far but I'd be interested in hearing about anyone who has found them to be benificial.

[martinibuster]

However, content ads will give you free branding. It all depends on your needs. My ads for a brand new website are showing up on a competitor's forum- branding me for thousands of impressions a day. That's a good thing.

A client's ad is showing up on a page where a competitor is paying to have a banner ad! While they are paying thousands, we are paying pennies and probably getting the ctr. Ha!

So, it's another variable you have to get your mind around and work with to exploit to your advantage.

For the brand new website that needs exposure, the ads with the most content exposure but minimal searches are perfect in terms of branding and exposure.

For the established brand it can be a back door into nearly free advertising.

[spud01]

hmmm..

Well to be honest am only interested in advertising our Ad on google and their network partners.

What I like firm proof on is will the 'Content Targeting CTR' be added to the 'Total Search CTR', if thats the case, then I'll see alot of keywords/phrases stacking up on impressions with a very low CTR overall and, as most of us know if the CTR value for a given keyword/phrase after a 1000 impression is lower than google's acceptable minimum, then those keywords/phrases will be flagged and deleted from your campaign.

So I'm unsure what to do now - I suppose there is a campaign setting for me to untick the 'Content Targeted Ad' option.

Thx

[martinibuster]

'Content Targeting CTR' be added to the 'Total Search CTR',

No. Says so at the bottom of your adwords group listing.

* Lower CTRs for content ads will not adversely affect your campaign.

[Ambergreen]

Yes, you can turn the content ads off in the campaign settings but as mentioned they don't affect your overall CTR.

They do still cost money though and tend to convert very poorly so I'd avoid them if you're operating under any kind of return on investment model.

However if you're after branding, go for it - I like the idea of having your ads served on a competitors forum :)

[spud01]

Thx for all the input.

Ambergreen, I can live with the cost if thats the only down side to Content Targeting.

And I agree with you, its a matter of branding if your advertising your company, thats one of the deals for trying out AdWords.

I was just worried that there was an overall CTR depreciation by having this on.

[Shak]

nice to see we have that solved.

and Ambergreen

Welcome to Webmasterworld [webmasterworld.com]

took your time :)

Shak