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http://www.pointit.com - This presentation examines Google's content network, with the purpose of clearing up all the confusion surrounding it. It begins with some useful search engine marketing stats and tips on increasing lead conversion rate, and concludes with a case study.
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Demystifying Google’s Content Network
Jon Lisbin – Principal
Frank Coyle – VP of Sales
May 20, 2009
Webinar Logistics
• Being recorded
• Email with link will be sent out later this week
• Ask question throughout via chatbox
Presentation Agenda About Point It
• Launched in April 2002
• PPC & SEO
• Seattle’s largest independent search marketing firm
• 12 team members, 40+ yrs of SEM experience
• Servicing clients across all verticals and revenue models
Content Network – Old View
• Cheap CPC
• Poor lead quality and conversion
• Suspect clicks
• Runaway costs
• Avoided by many
• So what’s it like today
Content Network - Today
• World’s largest online advertising network
• Millions of web pages displaying ads
– Google AdSense, Pulse 360, etc.
• News, Forums, YouTube, About.com, etc.
CNN.COM
Forums
Best Practices
• Campaign structure
• Keywords
• Ads copy
• Bid strategy
• Performance measurement
Creating a Content Network Campaign
• Create separate Content campaign from Search
Keywords in the Content Network
• Google places your ads based on KW themes
• The more themes, the more placements
• Create Ad Group keywords themes
– Example: Fitness
• Abs
• Muscle building
• Aerobics
• As few as you need for a theme
– 5-10 is OK, 25-50 KWs max
• Broad match only
Eye Catching Ad Copy
Display Advertising
Replacing These Three Ads With This Single One
• Need to bid 3x, BUT will not pay 3x.
• Only pay what it takes to beat the highest single ad
• And if CTR is better, then CPC will be lower than single text ads
• Only do this when you know you get traffic from a site
Ad Quirks
• All ads approved by humans
• May take 24 hrs, but usually just a few
– Weekends can be slow
• Impressions will be low initially then gradually build
• Do not pause! Starts back at the beginning again.
– Lower bid or ad schedule
Bidding
• Bid to get in the top 4
• CPC acts like PPC on Search
– Only pay for clicks
• CPM just impressions
– Can go through impressions very fast
– Need to monitor carefully
– Branding
• Let Google choose for you
• Select placement:
– Topic
– URL
– Demographics
– Google categories
– By site or by page
Placement Strategies
Best Practices Summary
• Separate Content from Search
• Theme your keywords into different ad groups
• Make your copy standout
• Bid high enough to get shown
• Track and measure performance
New Google Adwords UI Network Tab
` Sample Placement
Placement Performance Report
Site & Category Exclusion
• Membership Club goal to increase conversions
• Ad Group had over 1,500 keywords
• Broke down into 29 ad group, because Google only looks at 50 keywords per ad group in the content network
• In one week, the conversions increased 391%
• Subsequently we have doubled that using “keyword Grouper” tool.
Case Study
0
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Apr 22 - 27 83.56 276 33
Apr 29 - May 4 314.89 1010 127
Cost Clicks Conversions
Summary
• Content network well worth testing
• Start with small budget
• Track where ads are being placed
• Measure carefully