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Let s now look at how to use the Content Network. This appears to be like the Search Network, but the rules are different. First of all, why bother with the Content Network The simple reason: The clicks and CPAs are generally cheaper. If clicks cost $0.75 in Search Network, they may cost only $0.12 in the Content Network. It is a bit more complex to set up Content Network ads; however, that also means fewer advertisers understand it, so we suspect there is less serious competition. The Content Network displays your ads in websites that sponsor Google s ads, such as The New York Times, Yahoo!, USNews.com, Forbes, ABC, Economist.com, Fox, TheStreet.com, National Geographic, About.com, Business.com, HGTV, iVillage.com, and several million more websites. These reach 86% of all web users. Your ads also appear in Google s various services, such as Gmail, Blogger, Google Maps, AdSense, and YouTube. For example, Google looks for keywords in Gmail e-mails and then inserts related advertising into the e-mail. If you and your friends start e-mailing about plans to go trout fishing in Wyoming, Gmail might insert Google AdWords advertising for Wyoming fishing resorts. Gmail includes Google search, so when people search their emails, more Google AdWords ads are displayed. Here is the main difference between the Content Network and Search Network:
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For the Search Network, AdWords matches the user s query and the keyword. If there is a match, an ad is displayed. For the Content Network, AdWords matches the theme of the ad group with the theme of the web page. Google matches the themes, not the keywords. The ad group should have enough keywords for AdWords to establish the theme, which means about 15 to 30 keywords. You can use keywords in singular and plural.
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In the Content Network, don t use Phrase Match, [Exact Match], or Keyword Insertion. These have no effect in the Content Network. Also, don t put hundreds of keywords in an ad group. Because Google doesn t use the keyword to match, it doesn t report clicks or conversions for keywords. Don t worry about impressions, clicks, or CTR. Google s algorithm takes care of that for you; Google wants to
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get the highest CTR, so they eliminate sites with high impressions and low clicks. However, Google doesn t know your target CPA, so you have to manage that. Instead of managing the bids for each keyword, you manage the bids to control the average ad position for the whole ad group. Manage content ads in the following way:
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1. In AdWords, select Campaign Management | Account Spanshot. 2. Select the Content Campaign. 3. Set the date range to the last 60 90 days. 4. Set the chart to Cost Per Conversion. 5. Add a second metric chart and set it to Conversions. 6. If Cost Per Conversion is greater than your profitable CPA, lower
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your bids until the actual CPA is within your profitable CPA.
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7. If the Cost Per Conversion is lower than your calculated CPA,
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increase your bids. Wait several days and check the graphics again to see if conversions increased. Create ad groups with themes that match the theme of the target pages. In each ad group, write ads that describe the theme. In the Search Network, you can only use text ads. In the Content Network, you can use text ads, image ads, video ads, and widgets. This provides greater opportunity for you to show your products to your audience.
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You can see where your ads are showing. Use the Placement Performance report (a report in Google AdWords) to see the URLs that host your ads, along with the number of displays, clicks, conversions, CTR, and CPA. If the cumulative CPA is within your target CPA, then allow the campaign to continue. If the cumulative CPA exceeds your target CPA, sort the table by CPA (click on Cost/Conversion) and look at the sites with the highest CPA. If the CPA exceeds your target CPA, use Site Exclusion to block those URLs. By deleting those, you free up budget for other sites. To block sites, return to the campaign view and click No Excluded Sites: Add, and then enter the domain names of the sites to exclude.
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