As a manger of PPC campaigns, it is my responsibility to find the best ROI for our clients paid advertising dollar. For a while now I have been experimenting with the content network and how to best manage and optimize a campaign there. If you have created a content network campaign, you will most likely know that it can either be a great source of cheap traffic, or a huge money pit! Here is my approach for creating a successful content network campaign.
1. Separate your Search and Content Campaigns.
A rule I stick to and discovered long ago was to separate my search and content campaign. It can be quite tempting to simply “flick the switch” and turn on the content network. Resist the temptation. Even though Google doesn’t include content numbers in your quality score calculation, separating the two will allow you to see your data more clearly.
2. Bid Less
A good rule of thumb is to bid between 50% – 75% of your search bit for the content network. Try this to start and increase if necessary. Monitor your placement position and try to aim to have your ad placed anywhere between 1st and 4th positions.
3. Monitor the Reports
Set up a “Site Placement” report in your AdWords account to run once a week and monitor the results. Take some time to go to these sites yourself and see what kind of content they offer. Does your ad have any business being there? If not, add the site to your blocked sites list. Compile a list of sites that DO talk about your products or services and set aside. Make sure you include any site that has also driven you conversions and low bounce rates (in Google Analytics).
4. Create a Site Targeted Campaign
Take your list of positively performing sites and create a site targeted campaign with them. System won’t allow you to add a site? Proceed to Step 5.
5. Contact Your Google Rep
If your one of the few who have an agency rep, call them and ask your representative to develop a “site pack” for your client. A site pack is a list of sites that Google has in their inventory and can add to a site targeted campaign for you. Make sure to send your Google rep the list of sites you have created yourself. Once you receive the site pack from Google, go through it with a fine tooth comb and evaluate each site they have suggested. Check for relevancy to the content your website, product and service represent.
5. Repeat step 3 and optimize your bids and sites for conversions and quality traffic (low bounce rate etc).
