*Disclaimer – This advice should only be used on campaigns set for the content network ONLY which should be all your content campaigns since having separate content and search campaigns is a smart move.
So you’ve been running your PPC campaigns for awhile and you’ve been getting good results. You have tightly themed ad groups with multiple ads going to a customized landing page. You installed conversion tracking code and have lowered your cost/conversion significantly. However, you seem to have run into a wall. Any new keywords you try drive up your cost/conversion and your budgets are high enough to capture the available search traffic. In desperation you decide to try taming the content network, so here is a piece of advice.
Keywords in Content Campaigns are Very Different
Most people just duplicate their search campaign and change the settings to show in the content network instead of search. Bad move. What you need to understand is that keywords affect content placement differently than search. In the content network your ads show up when Google feels there is contextual relevance. Basically that means they feel like the content of the page is similar to the keywords you specified. For example:
Search keywords: Insinkerator Badger 2hp, Rogaine Pills 30 count
Notice how specific the keywords are (which delivers great results in search)
Content keywords: Insinkerator, Rogaine
The keywords are more broad (in the sense they are one-word) and focus on only the most qualifying word(s). We don’t want to show up on pages about badgers or any time someone mentions 30 pills, so we focused on the brand names. What you have to remember is that you are choosing keywords that would be on a page where you feel your ad would be relevant to the reader.
How to Build Your List
Try this exercise:
Find 3 articles or blog posts that you wish your ads were next to. Read these articles and highlight the words that are related to your product/service. Take that list and ask yourself “Who else might use these words?” If you can think of totally unrelated areas where the word could be used, cross the word off your list. In no time you should have a great list.
Any other tips you’d like to add?