Google Content Network

I watched a webinar today that promised to “demystify” the Google Content Network, produced by PointIt. These sorts of events are almost always pretty boring, but I go thru the pain so you don’t have to!  And also to get the occasional Golden Nugget.

What is the Content Network? The content network is made up of all the websites who signed up for Google Adsense, where the Google ads appear on your website and you are promised marketing revenue in exchange. Anyways, they had some pointers for managing the Content network in Google that made some good sense, so thought I’d pass it on:

  • Set up a campaign specifically just for your Content PPC – keep your regular Search PPC in a seperate campaign.
  • Only use a maximum of about 25 keywords in each, keep them all ‘broad’, and make sure they are all in the same theme for where you want your ad to appear.
  • Enter a bid price for each to ensure they get an ad placement into the top 4 ads
  • Initially let Google decide which websites your ads should appear on. Later use the Placement Performance Report to see how each site is doing. You can then exclude those websites that are not working for you using the Google Exclusion tool.
  • There is also a Keyword Grouper tool that will help you build good keyword “themes” in each campaign – which is important that they are tightly grouped, as the theme is how Google determines what site to place your ads on.
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