Content Network Search Marketing

According to Google AdWords Help, the Google AdWords content network reaches over 70% of unique internet users around the world. Combine this with Google’s search site network and AdWords ad campaigns can reach four of every five unique internet users on Earth.
They go on by saying that the content network has the advantage of reaching potential customers at different points of the buying cycle.

For the most part I consider advertising on the content network as a branding exercise. The content network allows for you to reach internet users at a time when they might not be ready to buy at that moment but will still be receptive of a brand and that brands message.

Content networks can have some similarities to search but are two different entities and should be treated that way. To help track, optimize and understand the content network’s performance on your terms I suggest creating separate campaigns for search and for content network.

Say you are advertising Pre-light Fiber Optic Christmas Trees. Setup two campaigns in your account; 1) Christmas Trees – Search, 2) Christmas Trees – Content Network. By separating the two campaigns you can now optimize these two different avenues to maximize results and to see where the performers are.

Some additional tips to improve content network performance:
•    Measure performance at the ad group level.
•    Take advantage of AdWords Placement Performance Reports. This report provides details of where your ads are showing and how they are performing and to target sites that should be excluded from your campaign.
•    Test multiple creative text, image and even video.
•    Test landing pages, make sure the landing page CONTINUES the ad experience, carrying over the ad’s message and furthering the persuasive benefits. Also make sure the landing page contains a measurable action (buy this, order this, subscribe to this, download this, ect.)
•    Build an extensive negative keyword list.

I feel the need to stress I feel content network is a branding exercise and should be used with caution. Budgets can run away on you and performance can be less than desirable. Content network is something I would test out to see how it works for your campaigns.