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What Triggers The Content Network Ads

Is it keywords in campaign or on-page factors.

     
10:55 am on Oct 23, 2006 (gmt 0)

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I have the content network switched on, but I'm curious as to how google decides to serve up my ads on the network.

Is it a match between the keywords in my adwords campaign and the site carrying the ad or is it a match between the derived nature of my site/page and the site carrying the ad.

12:40 pm on Oct 23, 2006 (gmt 0)

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The match is between the keywords in your adwords campaign and the site carrying the ad.

And what's on your page will affect your quality score and therefore your click costs and adsense position on their site's pages.

2:34 pm on Oct 23, 2006 (gmt 0)

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Thanks Rhino,

If that's the case (and I have no reason to dispute what you say), I find it frustrating that we have no way of analysing keyword performance over the content network.

Or indeed how ads perform on different content sites.

I have a campaign that performs perfectly well on the search network with a click though rate of about 2% and cpc at just about 100% of my max bid.

However on the content network cpc is around 10% of the max bid and has a very click through rate of 0.01%.

Its a shame I can't optimise the content network side of things. No doubt this will improve with time.

4:47 pm on Oct 23, 2006 (gmt 0)

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The match is between the keywords in your adwords campaign and the site carrying the ad....

True enough, but not quite the full story. Actually it is all of the keywords in an Ad Group, taken together as a group that are used to target your ads to a site.

Its a shame I can't optimise the content network side of things. No doubt this will improve with time.

Actually you can, leveldisc. I have just a few minutes before a meeting, but wanted to give you this quick overview:

A very effective way to target for the content network is to use a laser focus with all the keywords in an Ad Group, to make sure they all describe a common theme. By this, I mean make sure that every single keyword in your Ad Groups is about exactly the same thing. And that this thing is the exact same thing that the ad itself is about. And that the keywords and ad are about the exact same thing as the type of content page on which you'd like your ad appear.

Given that all keywords are taken into account when deciding on the theme of your ad group, its important to realize that diluting your keyword list with off-target or unrelated keywords then dilutes the systems ability to target your ads to appropriate sites with the tight focus you'd want.

BTW, IMO, the above described tip just happens to be an excellent way to target for search as well. ;)

AWA

1:43 pm on Oct 24, 2006 (gmt 0)

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excellent point and on the mark for many. i feel that i do tight ad groups and often forget that many do not.

improving content targeting benefits everyone - adwords users, G and sites in the content network. how about G developing some sort of relative score that indicates to the adwords user how tightly themed each ad group is. or maybe just a flag that says "by themed, we had really hoped for more from you. love, G."

entering keywords and match types is an overtly conscious "how am i targeting" decision making process while maintaining (during creation and subsequent editing) the cohesiveness of the ad group is more intangible... perhaps a feedback mechanism can heighten the awareness of adwords users...