Synopsis — Google’s Content Network (now the Display Network) has been an alternative advertising spot for years, but varying degrees of success have persuaded many marketers to concentrate instead on the search-based AdWords platform instead.
It is true that typically the conversion rate on the Content Network is lower than search, a fact that has tended to dissuade advertisers from placing campaigns there. Guy Hill, in “The Content Network: Time To Try, Try Again,” explores this reasoning, offering guidelines and examples as to why advertisers should reconsider their decision not to place part of their budget there.
Great opportunities have always existed within the Content Network, where Google places your ads directly on sites with content related to the product being sold. For example, if you sell bikes, your ads may show up on bike repair sites, bike review sites, etc. Placement is not completely beyond your control – specific sites can be targeted or removed from placement.
Hill suggests that if you have tried the content network in the past without success, you should rethink your strategy, keeping in mind market changes and Google’s refinement of the network that may have taken place since your initial forays. He presents three specific points to keep in mind:
1. Use the right metrics to evaluate content advertising – don’t focus on conversion rate, but look at overall profitability
2. Make sure you are using current reporting tools – advances in reporting and new tools can help improve return on investment
3. Try again – many changes have probably taken place in your website, your products, your marketing approach, etc. since you first tried content ads, making success perhaps more likely today.
With a case study and other examples from his clients to illustrate these points, and commentary on B2B use in addition to B2C, the article will provide you with ample evidence that rethinking your approach toward the Content Network is well worth the investment of time.
The complete article follows …
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Yes, it IS time to try again!
Google’s defaults are not set up in your best interests though. Unless you have a mobile oriented product (pizza or towing service) or are setting up a mobile specific campaign, turn the mobile distribution off. Use small groups of tightly themed keywords in your AdGroups. Go easy on the negatives (don’t copy them over from search). Get creative with your ads (think Billboard with just a second or two to grab their attention). Small changes can make big impacts on your traffic so once its up and running, focus more on excluding non relevant traffic and making sure your positioning is #3 or above. Don’t set your ads to run equally. With automatic placements (keyword themes) its best to let Google show the best performing ad.
Good luck!