4 Tips for a Successful Google Content Network Campaign

1. Start Small


Start with a low CPC – Cost will quickly rise with content ads. It’s important to dip your foot into the pool slowly and test the waters, before jumping in. After testing and tweaking, then increase the cost-per-click on well performing AdGroups.

2. Exclude non-performers


This one is crucial. Google now provides performance data on which sites content ads are on. That data allows you to see content sites that perform well and most importantly which ones are performing poorly. For example, for me content ads on MySpace bring in a lot of traffic, thus a lot of cost. However, the conversion is terrible if any at all. Therefore, I exclude my ads from MySpace. Obviously, that will vary per industry. This is why it s extremely important to run AdWords’ Placement Reports.

3. Separation is Key


Although the content ads may perform well, the CPC and budgets will be different the search network. It is important to be able to adjust one without affecting performance of the other. Separating content from search is a necessity in measuring performance. Content Network campaigns should always be separated from standard search campaigns.

4. Big Sites do not mean Big Sales


Don’t get swooned by big brands. Google publicizes their content network by noting that ads will show on big sites such as About.com, NYTimes.com, FoodNetwork.com, and many other big branded sites. Although, these sites are impressive in their own industry, the ultimate result may be high cost and low conversion.

Often the better performing sites are the unknown, but very specific sites. Give the smaller guys a try.

Tags: AdWords, Content Network, Google, Pay Per Click, PPC