Making The Most Of The Google Content Network
The Google content network distributes your pay per click ads. Unlike a search network, these ads are not triggered by the individual keywords. Instead, the keywords are reviewed by Google within each ad group and a general theme or topic is identified. Within the AdSense or content network each website has also been reviewed and a theme or topic allocated to them. The theme or topic of your ad is then matched to themes and topics within these websites and your ads then appear.
Using overall themes means that you don’t have to use highly-focused keywords. Ad groups are more general. However it may be time to take a new approach.
You could take ten or less keywords and structure the ad groups similar to a search network structure. By creating more ad groups within each campaign you’ll be creating more themes and this in turn will match you to more websites within the Content network. This should ensure you have greater reach and bigger volume. By choosing this method you can increase all your stats, but beware that you are likely to also increase your cost per lead. By restructuring you will create more volume but you will also need more optimisation.
The need for more optimisation is to control one of the downsides to this method – you may get ads appearing on less relevant sites or those that don’t perform as well.
To avoid this make sure you routinely run reports and remove poor performing sites. Also take time to optimise your ad texts within each ad group.
At Click Consult, we are experts in running successful pay per click campaigns.
