Optimizing for Content Network

How to optimize ad groups for maximum traffic?

[RockSolidWes]

I know that it is very important to create ad groups with a specific theme when you want traffic on the content network. Is it better to have a small list of broad keywords or a long list of keywords with similar theme for MAXIMUM traffic on the content network. Your thoughts are appreciated.

Wes

[QualityNonsense]

There was a similar thread a few weeks back, but don't recall anyone offering much in the way of advice.

Aside from endlessly reworking ad text, the only technique I've found that has a substantial impact on content network CTR is using monster negative keyword lists.

Anyone else care to share their suggestions?

[venrooy]

It has been easier for me to control my ROI, by opting out of the content network. I then just advertise on the sites I want with site-targeted campaigns. It's easier to control where your ads are shown that way.

And a good way to start your site-targeted campaign, is to do an actual google search with your keywords, and go through the first page of results. Look for sites with Google advertising, and the "advertise on this site" link. That way you know the sites will more likely be targeted to your keywords.

[exmoorbeast]

Good question

We have no problem getting volume from search, we just cant get good volumes in content. Do you have to organise differently? We are only getting 10% volume from content, and that is on a good day. Other than site targeting (which is a good idea) what else do we need to know?

[RockSolidWes]

Here are some tips for the content network, which also apply to search. For one, make sure you adgroups have a logical theme. While your keyword selection is of most importance, your ad text and ad groups are also important. Google looks for 'themes' and 'patterns.'

Control your ROI by negative keywords and content bids adjustments. A good strategy is to try and get as much traffic as possible for .02 a click -- that way you can afford a poor conversion ratio and since the clicks are relatively cheap, your cost/conversion should be low as well.

That is what I am trying right now. Try to get the maximum amout of traffic for a low cost per click. I made three different ad groups, each have the same ad text, but the keyword list is different in each: one has two or three broad keywords, another has a huge list of keywords, and another has a medium list of keywords. Trying to get a lot of cheap traffic from the content network.

[exmoorbeast]

Thanks, helpful as ever.

We've done that, and we don't mind paying any price, we just can't get the volume we can on search?

[europeforvisitors]

It has been easier for me to control my ROI, by opting out of the content network. I then just advertise on the sites I want with site-targeted campaigns. It's easier to control where your ads are shown that way.

True, but site-targeted campaigns won't work for everyone. For example, if John Doe owns a booking agency in Budapest, his site-targeting choices are going to be limited unless he's willing to accept a lot of waste circulation.

[venrooy]

True, but site-targeted campaigns won't work for everyone. For example, if John Doe owns a booking agency in Budapest, his site-targeting choices are going to be limited unless he's willing to accept a lot of waste circulation.

What you say is also true. And if that is the case, then John doe should just stick to localized searches without the content network, because the sites that you choose from for the site-targeted campaigns are the same sites that are in the content network. They are the same sites. If John Doe's choices are limited using site-targeted campaigns, then he definitely doesn't want to use the content network - where he has no control.

[jimbeetle]

If John Doe's choices are limited using site-targeted campaigns, then he definitely doesn't want to use the content network - where he has no control.

Maybe. Maybe not. John Doe might not be able to find entire sites devoted to his topic, but find sites with sections that deal with it. With a site-targeted campaign he'll be throwing away some non-targheted impressions.

If he runs a keyword-based campaign on the Content network his ads will at least only show on the appropriate pages. With intelligent bids, good monitoring, use of the site filter, etc., he might be able to craft a successful campaign.

[venrooy]

If he runs a keyword-based campaign on the Content network his ads will at least only show on the appropriate pages. With intelligent bids, good monitoring, use of the site filter, etc., he might be able to craft a successful campaign.

Very true - that is a possibility.

[europeforvisitors]

Maybe. Maybe not. John Doe might not be able to find entire sites devoted to his topic, but find sites with sections that deal with it. With a site-targeted campaign he'll be throwing away some non-targheted impressions.

Exactly. Barge cruising in France is a good example. If there are any content sites (as opposed to travel-agency sites) that are devoted to French barge cruising, I haven't heard of them.

At the same time, a travel agency that specializes in French barge cruises may be too "nichey" to justify a site-targeted CPM campaign on a general cruising site or a European travel site, since most cruisers and European travelers aren't hot prospects for barge cruising.

Solution: Contextual ads, which are a perfect match for products and services that are geared to enthusiasts, not to a mass audience.

[magicdan]

Given that Google really wants you to use the content network I think the support and instruction for it is pretty poor. One tip which might seem obvious to some and not others is to not use auto keyword insertion on ads. The content network wont insert keywords into the ad thus will always serve the default ad text. So this also means Google will interpret your ad poorly when deciding where to place the ad subject wise in the content network. Keyword lists dont have to be very long per adgroup, the optimal being around 7-10 keywords apparently but you still need to go for a lot of them to cover the bases.

[rbacal]

The content network wont insert keywords into the ad thus will always serve the default ad text.

I haven't thought about it, but are you sure about this?

Obviously for site targeted ads, you're correct, but for contextual ads on the content network, I'm just a bit dubious.

[magicdan]

yea im pretty sure might still be wrong tho, our Google rep told me. This follows through from their description of how they match your adgroup to a landing page, where they say that they dont do it by just the keyword.

[exmoorbeast]

Thanks Dan, we'll try what you suggested. What sort of % volumes compared to search do you think you can get in content?

[magicdan]

Apparently the content network has 80% of Google's total AD traffic so there is alot, and alot more than the search network. It depends on the area I guess but the content network has huge traffic if you get it right - something im still trying to do too.

[venrooy]

It's easy to receive high amounts of traffic from the content network. It's much trickier however to get high quality traffic. It takes a lot of testing, and tracking - and in my opinion is easier to control with site targeted campaigns.

[RhinoFish]

Don't forget that the content clicks are still mapped to a keyword and it's bid. So G tries to match a content site with the best keyword of yours and that's the keyword and bid that is triggered. So don't only bid content separately, but bid different amounts for content clicks for each keyword (based on your historical roi or, at the beginning, based on your intuition from what best targets to your buyers). And use more negative keywords than you ever thought was reasonable. Generally, I avoid the content except for a mature campaign where I know exactly what works and go fishing for a little extra at low bids on the content network, but in these cases, my campaigns typically have over 800 negative keywords and only use phrase match (not broad).