Question about content network

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LotsOfZeros

LotsOfZeros

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Feb 9, 2008
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I am curious about the methodologies you all use when creating campaigns for the content network. I always hear of those who upload literally thousands of keywords/phrases but something just doesn't seem right about it to me.

It's my belief that on the content network, your ad will display on sites that are themed after the keywords you bid on so if I had the following phrase matched words:

"credit report"
"free credit report"
"credit report complaints"

It seems to me the first one pretty much covers the other two. So, aside from being able to bid more granularly on each one, what would even be the purpose of having all three?

Another question. If I bid on broad match for 'free credit report' then wouldn't it be possible for my ad to show up on a site that contains the following excerpt:

"I didn't want to set the old raccoon free even though I had to credit him with being a good pet but I didn't want to receive a bad report card for my biology project"
 


My content network tips...

Been thinking to write a blog post about this for a while. You don't wanna load up thousands of keywords to Content without some organization to it all. Here are my quick tips for running ads on the Google Content network:
1) Keep the number of keywords per adgroup low (15-30) and closely related

2) Google ignores phrase and exact match on Content, so you need to rely on your negative keyword list to narrow down the matches

3) Build up a large negative keyword list for each adgroup (and it may not be wise to re-use the same neg. kw list for all adgroups because you may accidentally block out things unintentionally).

4) Google looks at the keywords in your adgroup as well as your actual ad in order to figure out where to place your ad, so make sure your ad contains (or is themed to) the keywords for that adgroup

5) You can split-test two identical campaigns - one with CPM bidding, and one with CPC. ROI can be very different on the two bidding models, but one isn't always better than the other.

6) I also recommend trying out site-targetting in another campaign. It requires some more work to find good sites, but there are some real goldmines to be found. I've found particular pages yielding 80%+ CTR on my ads.

7) Content QS is pretty much all about CTR. The trick is to find a middle ground between bringing in as many clickers as possible while filtering out non-converting tire-clickers at the same time. In short: be inventive and use shock value if need be, but also stay somewhat honest about what you are sending the clicker to.
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That's the basics, but there is more to it than this.
 
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ImagesAndWords said:


7) Content QS is pretty much all about CTR. The trick is to find a middle ground between bringing in as many clickers as possible while filtering out non-converting tire-clickers at the same time. In short: be inventive and use shock value if need be, but also stay somewhat honest about what you are sending the clicker to.
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Click to expand...

Agree,don't JUST go for the high ctr. I scrubbed sites with 4%+ ctr which had pretty bad conversion rates. Oh, and those were not parked domains or mfa sites
 
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