Tips to Getting Content Impressions

[ByronM]

Anyone have any tips to getting content impressions? Best keyword match type - good "sweet spot" pricing?

Is it better to try the CPM targeted sites than to do PPC on content networks?

thanks for any feedback/ideas! My Content network is like 1 impression for every 100k search impressions and just not sure what is going on. My old account was almost opposite.

[justshelley]

To increase Content impressions:
Try breaking your keywords into micro targeted adgroups.
Use shorter keywords and stay away from long tail keywords.
Increase your bids for traditional content - more people are using content and some categories of keywords can get fairly competitive.
Increase your bids for site targeting - if you are using CPC based bidding, check your stats and if the impressions are low (or 0), try bumping your bid up on individual sites at about 20 cents every few hours until you start seeing the traffic you want to see for that site.
Double check your negatives to see if you can live without some of them.

[ByronM]

thanks for the tips. i'll try the .20 keyword and see if i start getting picked up and work on filtering out from there if i have relevancy issues.

[BDuns]

try to think of each adgroup as a "theme."

Let's say you sell sports equipment. You'll have a baseball adgroup, football, soccer, etc. Each adgroup contains their own sports-specific keywords, right? To get them to work on the content network, get rid of any long-tail keywords.

Then, add "theme" type keywords to each adgroup, and yes, it's fine to have duplicates across the adgroups, because Google takes ALL keywords in the adgroup when matching to content.

So to each adgroup, add words like "sports," "athletics," "high school sports," "training," etc. etc.

Think about it - an article about football is not only going to contain football-specific keywords, but will also have general keywords like sports, athletes, etc.

To do this, you will need to duplicate your search campaign, and upload it as a content-only campaign. That way, you won't have those general keywords messing you up on the search network.