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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.
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!
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...
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%!
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