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Content Network

Current Thinking

     
9:58 pm on Dec 2, 2007 (gmt 0)

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I've been out of the PPC mindset for a little while. What is the current thinking regarding content network versus search network? Previously it was thought by many 'in the know' that bidding on content placement was worthless and a waste of money. At the very least, the value of such clicks seemed to be much less.

Where does all this stand now? If I'm willing to pay $1 on search network placement for a given keyword, what is the analogous click from the content network work these days? $.25? And, does similar logic and proportion carry over to other SEM providers such as Yahoo and MSN?

Thanks in advance.

2:33 pm on Dec 3, 2007 (gmt 0)

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It's different, that's the main point.

If you learned over time that paying a $1 on search work, what you need to do is to manage content separately and find $X that works for you there.

There's no rock solid crossover, there's too many variables.

Based on the nature of the difference between a searcher (search) and a browser of someone's site (content), I'd suggest you start your content bids at 1/3rd your search bids. BUT, from there, let the ROI take you where it does and leave the thoughts of there being a good "ratio" between search and content bids behind.

Good luck!

5:12 pm on Dec 3, 2007 (gmt 0)

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My current thinking is to keep my search campaigns and content campaigns completely different. For the most part, I bid 25 cents or under on Content; sometimes much under. I'm using the Placement reports a lot, plus Analytics to track conversions.
6:09 pm on Dec 3, 2007 (gmt 0)

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I'd echo the comments above. It's completely different in terms of bids, keywords and ads, plus you have to be all over the site exclusion tool. However, it does work and can give pretty good ROI, if you're prepared to spend time with it.
6:51 pm on Dec 3, 2007 (gmt 0)

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Great feedback - thanks!
11:07 am on Dec 4, 2007 (gmt 0)

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Over the past few months I've had alot more success with content - echoing the above comments, I'd keep them separate from search campaigns & exclude non-converting sites.

I've also found that grouping the keywords into tighter themes works well - it may limit the traffic, but the conversion rates are better.

Definitely worth a try though to see if it works for you I think...

5:06 pm on Dec 4, 2007 (gmt 0)

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Think of content adgroups has having a "theme." When advertising in the content network, individual keywords are NOT considered...the system looks at ALL the keywords within an adgroup and pulls sort or a "theme" out, and uses that theme to match you to content.

I always thought the content network was garbage, because I had no success running the search campaign on the content network. My google team created a content-only campaign from my search campaign, and found that the same keywords were in nearly every adgroup.

Now that I am running "theme" type adgroups on the content network, I'm converting at over 10%!

9:47 pm on Dec 4, 2007 (gmt 0)

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And, depending on what your offer is, and your demographic - the first thing I do with EVERY campaign for the Content Network is to exclude myspace and youtube.
12:19 am on Dec 5, 2007 (gmt 0)

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Think of content adgroups has having a "theme." When advertising in the content network, individual keywords are NOT considered...the system looks at ALL the keywords within an adgroup and pulls sort or a "theme" out, and uses that theme to match you to content.

I always thought the content network was garbage, because I had no success running the search campaign on the content network. My google team created a content-only campaign from my search campaign, and found that the same keywords were in nearly every adgroup.

Now that I am running "theme" type adgroups on the content network, I'm converting at over 10%!

Well said, BDuns.

While working towards those themes, I'd suggest using a smallish number of keywords per ad group, all of which are about exactly the same thing as 1) your ad, and 2) the theme of the type of page on which you'd like that ad to appear.

When I say smallish, I mean around 20 or fewer - probably no more than 50 at the outside.

A bit more general info:

Tips for Success on the Content Network:
[adwords.google.com...]

Very interesting thread - thanks for starting it cabbagehead.

AWA