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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
About Point It
        Presentation Agenda

• 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
Placement Strategies

          • Let Google choose for
            you
          • Select placement:
             –   Topic
             –   URL
             –   Demographics
             –   Google categories
             –   By site or by page
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
Case Study

                                                  • Membership Club goal to
         1200                                       increase conversions
         1000
                                                  • Ad Group had over 1,500
                                                    keywords
          800                                     • Broke down into 29 ad group,
          600
                                                    because Google only looks at 50
                                                    keywords per ad group in the
          400                                       content network
          200
                                                  • In one week, the conversions
                                                    increased 391%
              0
                  Cost     Clicks   Conversions   • Subsequently we have doubled
Apr 22 - 27       83.56     276         33          that using “keyword Grouper”
Apr 29 - May 4    314.89   1010         127         tool.
Summary

•   Content network well worth testing
•   Start with small budget
•   Track where ads are being placed
•   Measure carefully
Q&A

• Jon – jonl@pointit.com
• Frank – frankc@pointit.com

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Demystifying Google's Content Network

  • 1. Demystifying Google’s Content Network Jon Lisbin – Principal Frank Coyle – VP of Sales May 20, 2009
  • 2. Webinar Logistics • Being recorded • Email with link will be sent out later this week • Ask question throughout via chatbox
  • 3. About Point It Presentation Agenda • 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
  • 4. Content Network – Old View • Cheap CPC • Poor lead quality and conversion • Suspect clicks • Runaway costs • Avoided by many • So what’s it like today
  • 5. 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.
  • 8. Best Practices • Campaign structure • Keywords • Ads copy • Bid strategy • Performance measurement
  • 9. Creating a Content Network Campaign • Create separate Content campaign from Search
  • 10. 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
  • 12. 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
  • 13. 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
  • 14. 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
  • 15. Placement Strategies • Let Google choose for you • Select placement: – Topic – URL – Demographics – Google categories – By site or by page
  • 16. 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
  • 17. New Google Adwords UI Network Tab
  • 20. Site & Category Exclusion
  • 21. Case Study • Membership Club goal to 1200 increase conversions 1000 • Ad Group had over 1,500 keywords 800 • Broke down into 29 ad group, 600 because Google only looks at 50 keywords per ad group in the 400 content network 200 • In one week, the conversions increased 391% 0 Cost Clicks Conversions • Subsequently we have doubled Apr 22 - 27 83.56 276 33 that using “keyword Grouper” Apr 29 - May 4 314.89 1010 127 tool.
  • 22. Summary • Content network well worth testing • Start with small budget • Track where ads are being placed • Measure carefully
  • 23. Q&A • Jon – jonl@pointit.com • Frank – frankc@pointit.com