Disclaimer: I received this one-sheeter from Google last week. While I don’t yet have any hard data to support these strategy recommendations, they’re definitely worth considering.
Google Content Network Strategy
Invest Time Upfront
- Set up your campaign correctly from the start
- Choose the right targeting option to meet your campaign goals. Use contextual targeting with keywords grouped by theme to achieve direct response goals and use placement targeting to reach domains and pages for branding goals.
- Divide and conquer – Manage search and content campaigns separately to customize content keywords, placements, bids, and budgets. This will give you the flexibility to test different content strategies without affecting the performance of your search campaigns and will tighten control over your content network spending.
- Measure and track conversions – Set up Google conversion tracking before running a content campaign. With conversion tracking, you will be able to see your cost-per-acquisition (CPA) for each ad group and placement to better inform your optimization decisions.
Guide Your Consumer
- Make it easy for people to respond to your offer
- Drive action with compelling ads. Attract potential customers to your ad by highlighting unique selling points and promotions with engaging, descriptive messaging. Include call-to-action phrases in your ad to reference a desired action post-click.
- Match destination URLs to what’s being advertised in your ad. Create a seamless experience and keep potential customers engaged by linking your ad to customized landing pages that load in less than one second, or even faster.
- Remove distractions and pave the way for conversions. Provide an easy path for users to purchase or receive the product or offer in your ad. Make it visible on the landing page by placing your call-to-action button on the top half of the page, above the fold.
Track, Tune and Prune
- Manage your campaign closely as it ramps up, then put it on auto-pilot
- Evaluate performance at the placement level. See where your ads are showing in the Networks tab in your account or with a Placement Performance Report (PPR) and spend more time evaluating sites that make up 80% of your spend.
- Extend your reach by replicating success. Get more of what’s working by noting where your ads are performing well and creating similar ad groups and related placements to reach additional high potential areas of the content network.
- Refine ad groups to improve ROI. Fix what’s not working by decreasing bids on poor performing placements, excluding undesired placements, and adding negative keywords to refine targeting.
- Auto-optimize with Conversion Optimizer. Another benefit to implementing Google’s conversion tracking is Conversion Optimizer. . Turn on Google’s Conversion Optimizer and select a maximum CPA and Conversion Optimizer will automatically manage all of your bids to drive the most conversions at an average cost below that CPA.