How to optimize for the Google Content Network

I discuss and write often about the Google Content Network. However, sometimes I forget to go bring it back to the basics.

What is the Google Content Network?

Google allows advertisers to place ads on “relevant” websites. This is the Content Network, a contextual targeting advertising network. Google analyzes each site’s content and matches that with your campaigns. Contextual targeting matches advertising with interest. Thus, website visitors are not bombarded with irrelevant ads and advertisers are assured their ads are showing to qualified “eyes”.

Exclusion
By default, using the Google Content Network can result in wasteful spending. But with a few exclusions you can quickly eliminate the bad spend. Google provides performance data on which sites content ads run. That data allows you to see content sites that perform well and most importantly which sites are performing poorly. For example, for me content ads on Gmail and MySpace bring in a lot of traffic, thus a lot of cost. However, the conversion is terrible, if any at all. Therefore, I exclude ads from MySpace, Gmail, and other big sites. Obviously, that will vary per industry. This is why it s extremely important to run AdWords Placement Reports.

Google Ad Planner
The Google Ad Planner is still unknown to many marketers. Yet, it provides great insight into Google Content Network websites. The Google Ad Planner breaks down publishers into demographics and ad types to allow advertisers to plan better. It’s a great way for advertisers to dip their toes in the network, without spending tons of money.

Separation

If you read only a few of my posts, you know that I repeat the word “separation” over and over again. It’s no exception with the Google Content Network. Although the content ads may perform well, the CPC and budgets vary. 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.

There are many pay-per-click “experts” that avoid the Google Content Network, but that’s usually because it takes extra effort to optimize. It can be a very valuable tool to have in a marketer’s arsenal, but the work is required.

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