Beeing an AdWords n00b, I recently discovered that my ads showed on content network make about 60% of total ad impressions with miserable 0.1%CTR.
I've red here on these boards, that content placements are known to be pretty low performers.. So, why would one need that campaign option at all?
So far, I've just seen it ruined my overall campaign stats. I know I can turn that option off, but I'd like to understand is there any good of showing my ads there.
Some of the reasons why the content network makes sense are:
1) The opportunity to reach Google Search users who click on search results, not AdWords;
2) The opportunity to reach prospects who want to study reviews and other information before they buy;
3) The opportunity to reach prospects who have reached pages or sites by means other than Google Search.
Limiting your online advertising to SERPs is like limiting your offline advertising to the Yellow Pages: It can make sense if you have limited goals, but it also means that you're ignoring the larger market. Only you can decide (ideally, through testing) whether restricting your pool of prospects is worthwhile.
Other things to think about:
- Is your copy compelling not only to searchers, but also to readers of editorial and other content pages? And if you're looking for leads (not just immediate sales), should you be making an eyecatching offer?
- Content ads are likely to work best when the ads appear mostly on special-interest or niche sites.
- Finally (and someone correct me if I'm wrong), I don't believe that clickthrough rates on content ads have any effect on positioning in your AdWords campaigns. So you shouldn't be obsessing about the CTR of your content ads--instead, you should be monitoring ROI and lead quality, and you might want to consider using Google's conversion-tracking tool.
On the other hand, most web brands are not memorable and a user doesn't much care to remember YetAnotherWidgetPlusWhateverElseICanMakeMoneyOn.com.
It all depends.
I'll gladly stop being obssesed with CTR ;)
I think I'll try setting the content off and see what would it look like.
Finally (and someone correct me if I'm wrong), I don't believe that clickthrough rates on content ads have any effect on positioning in your AdWords campaigns. So you shouldn't be obsessing about the CTR of your content ads--instead, you should be monitoring ROI and lead quality, and you might want to consider using Google's conversion-tracking tool.
no, that`s not true. Your AdWords are being positioned also taking in account the CTR...the lower it is, the lower your ad will be... of course they also take in account your bid for keywords, but that`s just another part of the system. both, your bid for keywords AND CTR are important....
Your AdWords are being positioned also taking in account the CTR...the lower it is, the lower your ad will be...
I'm fairly certain that this is a change from the early days of the "content network," but I guess that issue is moot at this point. In any case, the obvious solution is to (a) enable some ads but not others for the content network and (b) experiment with different copy approaches for ads that will appear on content pages if you're seeing a low CTR.
And in Gmail!
And DomainPark, for that matter.
Obviously, the biggest problem with the content network right now is the extreme variation in content and audience quality. This isn't necessarily an issue for every advertiser, though. Some advertisers have been running Google content ads for the last year and a half, and I'm talking about experienced direct-response advertisers that have been tracking ROI from magazine ads and direct mail for decades. Also, "smart pricing" helps to maximize value to the advertiser from content ads, although it isn't a completely adequate substitute for more bidding options, include/exclude filters, and other forms of advertiser control.
Finally (and someone correct me if I'm wrong), I don't believe that clickthrough rates on content ads have any effect on positioning in your AdWords campaigns.
no, that`s not true.
I would like to remind that the CTR from content sites doesn't have any effect on your ad position in Google and its partners' searches but it does affect on your ad position in the content sites. The CTR from google searches is the only CTR that controls your ad status for each keyword such as "normal", "on hold", etc.
Here's a good post from AWA with the answers to content match questions, #5:
[webmasterworld.com...]
