Reporting and Optimization of Content Network Campaigns

What reports and tools do you use?

[andy]

Hi,

I'd be interested in how to optimize Google Content Network Campaigns.

The following is what I imagine you could do:

- Build very focused adgroups with appealing ad copies.
- Use negative keywords.
- Add placements that are not available in the "Placement Tool". Do this by performing a search on Google to see if popular sites offer AdWords ads. Add them to your placements manually.
- Run "Placement Report" in AdWords to see where your ads appear and on which placements you've got good CTR and Conversion Rates.
- Increase/decrease bids on good performing/bad performing placements.
- Use the "Site and Category Exclusion Tool" to exclude bad performing sites.
- Delete bad performing ads.

Anything else you can do to "optimize" your Content Campaigns?

Andreas

[cyberandroid]

the main things are to

1. use conversion tracking

2. allow adequate testing time depending this can be 2 weeks +

3. be willing to start over if unsuccesful
sometimes there is nothing worth saving

[netmeg]

Since Content Network ads are based on theme more than specific keywords, I believe it's extremely important to name your AdGroups wisely for maximum relevance.

And, obviously, keep them separate from the Search and Search Network Campaigns.