Content Network

[dane120]

What are the advantages of using the content network?

I understand that it will increase the number of impressions that your advert will receive, however I presume you have no control over the where the advert will appear?

So opting in to use the content network would I be putting my advert into the hands of Google hoping that the advert would perform well?

[briggidere]

it really depends on your industry whether it will work for you or not.

i know of people who could swear by it, but we have tried it and found it didn't perform well for us.

it could be worth testing out and keeping a close eye on.

briggidere

[netmeg]

I only have one client out of eight who has had any real success with the Content network - and that's almost entirely due to webmd. After months of not getting anywhere, I have either opted out or drastically reduced the CPCs for the Content Network for my other clients, and moved that budget over to Search or other PPCs.

[arinick]

It entirely depends on your industry, and your ability to track ROI. Now that you can separately bid content match, a carefully managed campaign can be extremely profitable for a number of verticals--- but, like everything else your success depends on your level of management.

I have some clients who convert 3-4X on content than they do on search--- others that can't convert there at all.

Test the waters, measure, refine.

[dane120]

So should I decide to include my advert on the content network would the potentially low CTR affect my search adverts CTR?

[thegreatpretender]

I turned off search network for one of my campaigns and focus instead on content network. I found it very cheap and successful compare to search. But, it really depends what industry you are in.

[arinick]

Dane-

I don't believe that the CTR on Content is calculated in with your account performance indicators. Google knows that these ads are going to rack up a lot more impressions and fewer clicks than search.

A

[silverbytes]

I noticed my CTR goes down when I activate content network. I had some clicks from relevant sites that for some reason are not available to get into when you build a site oriented campaing.

However I don't know how to track roi there can you help me with that?

I think there is some good in content network that I can't obtain yet.

[arinick]

In my understanding, the only CTR factored into your Quality Score is from Search on Google itself. Content, and not even search partners are included in this calculation.

Before the recent addition of separate bidding-- I have often built Content into a campaign of its own in order to manage the ROI. Now, there is no longer any reason to do that. But, it is still imperative that keywords are broken into logical groupings in order to make meaningful bidding decisions based on ROI.

[Force10]

Adwords considers only the CTR of your Ads from search on google itself to decide your rankings. Neither the search network partners or the Content network CTRs influence your rankings.

And do not be mislead by the google adwords reports. In the google adwords reports the reported CTR will still be the overall CTR of complete campaign ( including search and content networks if enabled).

But for ranking only the CTR from search on google is considered.

[arinick]

Yeah, that's pretty much what I said ;)