In Part I of Small Business PPC – Content Network we talked about when you should use the content network and why you should separate content network advertising into their own campaigns. Now we need to talk about how you control the beast that is the Google Content Network.
Controlling Google’s Content Network
The Google Content Network is best described as a black hole, sucking money away from advertisers into an abyss from which there is no return and no trace. However, with a few precautions and a wise course you can use the black hole to slingshot your business to speeds you never thought possible. This is how:
- Budgets & Bids – These are your safety nets. Set the daily bid at a level where you are 100% cool with spending it. Set CPC bids lower than search, but remember that in the content network you need to be in the top 3 to show on most sites because a typical AdSense unit has 3 ads.
- Negative Keywords – Run your search query reports frequently. Look for keywords that are triggering your ads but aren’t relevant (ie if you sell toto toilets you don’t want your ads showing next to content about Toto in the Wizard of Oz).
- Domain Exclusion – Run your placement reports frequently too. Look for sites that don’t get results. This includes sites with lots of impressions but no clicks, or worse, sites with lots of clicks but no conversions. The new interface makes this much easier.
Bridled the Beast? Run with it!
Once you have a grip on the content network, start giving it the reins by increasing your budget. With the lower CPCs found in the content network you can often get conversions cheaper than search, and more of them. Any other advice from the experts out there?