9 Common Google Content Network Mistakes

1 – Not separating campaigns to target the ‘content network only’.

Ok Google do allow you to view a single campaign’s data split out into ‘search’, ‘content’, and even ‘search partners’. And you can even set separate content bids. So why would you bother splitting the campaigns out and duplicating your work? Answers are obvious as you read below, but essentially it’s about optimization, bid strategies, and adgroup structures…

2 – Not changing bidding strategies for the Content Ads.

Conversion rates will most likely be lower than for search (not always) so you need to ensure that you’re keeping your eye on the prze and the CPC bids reflect how they relate to the ROI calcs.

3 – Not making use of the site exclusion tools available.

So important – If you’re getting a tonne of clicks from a certain site/domain and very low, or no conversions. Exclude it!

4 – Using the same ad text for Content as for Search targeted campaigns

Think about content targeted ads and broadcasting your message – sure there may be contextual relevance to the page your on, but you need to craft your content ads to capture the users attention, strong call to action, benefits of you product service etc.

5 – Not testing Placement Targeting.

So placement targeting lets you select sites that you wish to advertising on. Sort of like a normal media buy, but much, much simpler! I often see a site on the content network that is performing well and then craft a specific message or creative tailored to that audience/site, and target the ad to that site specifically. It can work wonders.

6 – Bidding CMP vs CPC (!).

I hate CPM bids on Google. Why? Because I like to Pay Per Click! Simple as that – It’s transparent, and know what I’m paying at a CPC level, and I know what my conversion rate need to be generate positive ROI.

Why would I waste my time on CPM rates that can often be very high?

Test if you dare, but don’t come crying to me when your stats suck!

7 – Not expanding keywords list for content matching.

You’re not targeting search queries any more, your matching against content on a page. The jury is still out on the best way to structure your ad groups and keywords, so test, test, test.
I’ve had some good success with broad keyword list of ~50 themed terms, but I’ve also had massive hits with ad groups with just one keyword phrase… go figure…

So in short, you don’t know till you test it.

8 – Dynamic Keyword Insertion (DKI) on Content Ads?

Why?! If you’re going to spend the time setting up an awesome content targeted campaign, the  least you can do is write some kick ass headlines to capture attention (refer point 4). Don’t be lazy!

9 – Not leaving the content campaign running long enough.

Like it or hate it, Google needs to build up a history for your content campaign just like search, but it seems content campaigns can take longer to hit their stride, so be sure to run your test for 4-6 weeks minimum.