Why You Should Avoid Google’s Content Network
After you produce an AdWords campaign you have got a selection as to whether you want your ads to seem on Google’s network of content sites. These are sites that have signed up for Google’s Adsense program, that allows them to display AdWords ads on their pages. Generally speaking, this is often not terribly targeted traffic. Google tries to display your ad on pages with relevant content, and it will a pretty smart job of it. Nonetheless, I personally do not like this traffic, and I can tell you why.
When promoting on the Web, the sooner your ad is showed your prospect, the greater your probability of constructing a sale. This is often the explanation why search engine traffic performs thus well. Most surfers initiate their Net activity at a look engine. Indeed, many have an exploration engine like Google, Yahoo, or MSN set as their home page. In different words, it is the first thing they see once they log onto the Internet.
Lets take a closer look at the chain of events. A surfer logs onto the Web as a result of she wants to search out something. She goes to Google and enters her search and among the results she sees your ad. It catches her attention and she clicks through to your site. Since you’re giving precisely what she is wanting for, she is changed into a client and you create a sale. This scenario happened the method it did because we have a tendency to perceive the virtues of targeted traffic, but it conjointly happened as a result of we have a tendency to were the first to satisfy the surfer’s needs.
Currently, say the surfer has been on-line for some time and has been surfing from one website to another, looking around and presumably doing research. This surfer may be pissed off because she has not found what she desires, and is therefore in an exceedingly negative mindset. What is additional likely, however, is that this surfer has become a window shopper. Either method, since this surfer has been online for some time currently, the result is she can be harder to convert into a sale.
When your site is shown on content sites it is being exhibited to surfers who have often been on-line for a extended period of your time and are generally not as receptive to your message. Add to this the fact that your ad can not be as targeted and your chances of changing the surfer are even less.
What we tend to wish is extremely targeted traffic and we tend to want that traffic to be receptive to our message. As that traffic becomes a lot of and more diluted, its value diminishes as well.
One strategy which will be used with content targeting is to create a separate campaign for it. During this campaign all bids would be as low as potential, i.e. 5 cents. During this manner you’ll display your ad on content sites, however the cost would be additional according to the traffic’s value. Remember additionally that there is bigger chance of click fraud when advertising on content sites, that is another good reason to keep bids as low as possible.
Google recently added a feature where you’ll bid separately on your content network ads, which allows you to bid lower on your content network ads without having to setup another campaign. This is often useful and will be a sensible solution. I still prefer to form a separate campaign for content network advertising, however. A separate campaign allows for larger organization and analysis. This selection is one of private preference, though, and you should use whichever possibility you are feeling additional comfortable with.
In the top, you ought to be skeptical regarding content targeting, because the traffic quality will not be the same because the pure search engine traffic. If you really need the additional traffic, then build certain you bid separately for your content website campaign, keeping your bids as low as possible. You should additionally keep a close eye on your stats to make positive you’re not paying for any fraudulent clicks. Sensible luck.
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