Google Adwords Content Network (with updates for 2010) – PPC Tuesday

By Kevin


Google’s content network has been around for a while now but over the last few years there have been many new functions within the network that deserve a deeper look. The Google content network reaches over 75% of global internet users. Google obtains this massive reach by including many blogs, forums, news sites and more to it’s content network. This allows advertisers to step away from search results and target their audience through relevant blogs covering the market that they are selling their products to.

To use Chris’ example from last week, if you are an electronics store and have great low prices you can target blog and review sites that discuss the products that you carry. One downside of the content network is that your ads will be appearing within sites. This means that people who are visiting these sites are not necessarily looking for your products at that time. It’s a much harder sell but advertiser’s have success by utilizing Display ads. In the content network you are able to advertise using display or image ads on certain sites that allow them. This gives you a great opportunity to establish a brand awareness within these sites related to your product. Image ads can be as large as banner ads or as small 200 x 200. Google will provide which sites allow text or image.

Because of the size of the content network Google now allows you to choose which sites you would like to target within the network. Rather than an Automatic placement campaign you are able to select the sites in which you wish to target. This is called a Managed Placement campaign and this gives you the opportunity to search through Google’s placement tool and identify the best sites for you to target and maximize your opportunities.

As we just mentioned there are 2 Ways of using the Content network – Automatic placements and Managed placement

Automatic placement campaigns will consist of your ad group, keywords and ad text like all AdWords campaigns. Google will then use your keywords as ideas for where your ads should be displayed on the content network. This is recommended if you are starting a content campaign for the first time. This will give the largest possible exposure to all of the sites within the Content network.

Managed placement campaigns again are structure like all AdWords campaigns and also run on Google’s content network. The difference is that within a Managed placement campaign you are choosing which sites to show your ads on. The Google Placement Tool allows you to research which sites are available for you to run your ads.

You are able to Browse by Categories such as Electronics or Animals. You are also able to describe topics and have Google suggest sites. If you know of specific sites that you have seen running Google ads you are also able to enter URLs. Finally you can now target which demographics you wish to target and select sites that fall within your parameters.

At Exclusive Concepts we utilize each for our clients. When we manage Automatic placement campaigns we use reports to identify sites that we should exclude as well as sites that perform positively. We can then create a Managed placement campaign and target those specific sites and modify our ad messaging for increased performance.

Some really exciting stuff that makes content network better today than ever before.

Video ads – In addition to text and display ads you can now utilize video ads. This opens up even more opportunity to reach your audience. Google video ads are able to run on websites that allow that function but also run on YouTube. With YouTube becoming one of the more searched sites on the internet you can now interact with that audience with in video ads.

Ad Planner – Is the newest addition to the Google’s content network. Ad Planner allows you to create a media plan within the AdWords content network. It provides you a wealth of information that presents you a clear picture of your campaigns potential reach and opportunities to scale. It takes into consideration the sites that you are targeting and your chosen demographic. Ad planner then provides you the search volume and Ad Specs for each of the sites. You are then able to see if these numbers will be in line with achieving your goals and where you gain grow.

Display ad builder – is a tool within AdWords that allows you to create Google approved image ads to be run in the content network. You are able to choose from one of the templates that Google provides and then insert your own text and images. With over 40 customizable templates this really is great tool to try out image ads.

Placement reports – as mentioned in the last slide the PPC team at ECI utilizes these on a regular basis. These reports are useful for when you are running and Automatic Placement campaign on the content network. This report allows you to see which sites your ads are appearing on and all of the performance metrics (clicks, cost, conversions, etc.). You can then identify potential sites to set up as negatives if you feel that it is not reaching your core audience as well as find potential sites that are performing well and possibly creating a Managed placement campaign to focus on these sites.

That’s the end of today’s presentation. If you would like to learn more about the Content network this is a great time for me to mention that we provide PPC management under our Profitable PPC Service.

Please feel free to contact us for a free PPC audit or any questions that you may have concerning Profitable PPC.

Thanks so much for watching today’s PPC Tuesday. Have a great day.