I would like to use today’s blog to highlight what I have witnessed to be the most hazardous mistake made by new PPC advertisers, and that is disregard for Content Match. Content Matching is a PPC advertising option that places paid listings on web pages containing “relevant” content, rather than within search engine results. When properly managed, I have seen Content Match prove tremendously successful, but when ignored, this feature can destroy an account’s results, and tragically lead an advertiser to falsely conclude that PPC advertising did not work for their business.
One critical thing for PPC advertisers to know is that Content Match is launched automatically in new accounts established at Google AdWords, Yahoo Search Marketing and Microsoft adCenter. If this feature is not manually turned off, the advertiser’s ads will run on the Content Network with the same bids set for search. This can result in the majority of an advertiser’s budget unintentionally getting spent on Content Match.
For those seeking to test Content Match, there are several critical measures I would strongly suggest:
1. Create an Isolated Content Campaign
2. Run the Placement Report periodically to make sure there are not any
under-performing or inappropriate sites & make necessary adjustments.
3. Test strategies separate from search – the keywords and ad copy appropriate for a content campaign can be very different than that of a search campaign.
4. Do not use the KeyWord Insertion Tool in Content Campaign Ads.
Based on the hundreds of campaigns that I have reviewed at JumpFly, I have determined that Content Matching requires isolation and special attention for maximized results. Reduced conversion rates and lower CTRs should be expected. Therefore, decreased bids are generally required to maintain a cost per conversion similar to that achieved from search results. Finally, when used properly, Content Matching can be a powerful tool for branding, as it often provides a large number of impressions and significant exposure.
Looking for some additional PPC traffic, but not sure where to go to get it? It really is time to try a Google Content campaign if you haven’t done so yet. Even if you’ve tried it historically and it didn’t work, it really is worth taking another look. I’ve started several new Google Content campaigns for my clients over the last few months and each one has delivered solid conversions.
We had really stayed away from Google Content for quite some time due to lack of performance, lack of control over which sites your ads show on, which sites you could block, etc. But now with all the new controls in place, with Google seeming to have placed a greater emphasis on bringing in some quality sites to the Google Content Network, it’s time for you to give it a good go.
Here’s a method I’ve used that has worked surprisingly well for me. I look historically across all my current Google ad groups for a client, copy only those ad groups and keywords that prove to be solid performers, then put them in their own separate Google Content campaign. I usually cut the bids approximately in half, put a tight cap on the budget to start off with, then let it fly.
May sound simplistic, but I know it works because I’ve seen the results with my clients time and time again. Give it try in your Google AdWords accounts. You may be pleasantly surprised at the new customer base you find.
Google AdWords & BLOG Exposure
As Google starts to integrate their purchase of FeedBurner into their massive marketing system, there is now an opportunity for your business to gain more exposure through the Blogosphere.
In case you didn’t know, FeedBurner is a leading media distribution service for BLOG’s and RSS feeds. Basically, FeedBurner can convert RSS feeds into multiple formats, making the distribution of a BLOG a very easy thing to accomplish. They are also the “largest feed and BLOG advertising network”, due to the fact that so many BLOG owners use this service. At last count, they had a total of 1.9 million feeds from 1.1 million publishers. Now that is a lot of BLOG’s through FeedBurner.
Originally, these BLOG owners could subscribe to a service through FeedBurner that allowed ads to be automatically displayed inside their BLOG posts. This service was called FAN (FeedBurner Ad Network). As you can imagine, publishers would earn revenue from the clicks accrued through the ads placed in their BLOGs, much the same way website owners can use AdSense to make money from text ads on their websites. Some publishers have made enough money from FAN to do their BLOGs as a full time job.
Earlier this month, Google discontinued FAN and has instead implemented AdSense as the only means to generate revenue automatically from the FeedBurner feed service. This means that the Google Content Network will now feed the ads on FeedBurner, and this presents a great opportunity for advertising your business on these BLOG’s. You can visit Google’s blog for additional tips from Google for using their Content Network.
As always, correctly setting up and monitoring a PPC advertising content campaign is essential to its success.
What BLOG do you want your next client to come from?