Google content advertising. Part 3– Your results may vary.
Here is our flagship example of how content advertising can really make a big difference. This company has three primary campaigns. They sell a high end product and did not use content advertising in the past. Notice that while content was not the best cost/conversion performer, it fell within their performance goal and provided 60% of their leads. In fact if you really wanted to pitch this, the addition of content advertising more than doubled their leads at a lower average cost. Not bad!
In the interest of full disclosure….
- Monitor your campaigns daily, especially in the beginning. Google will run your ads on sites that just will not convert well. You need to exclude those sites ASAP.
- Actively look for sites. Look for sites that correspond well to your product. Often you will find they are on the Google Network.
- Create Managed Placement campaigns. I have found that I get the best results when I use managed campaigns and put the best performing sites into those campaigns.
- Don’t combine campaigns. This is really the big don’t and its something that many beginners do. Create separate campaigns for your search advertising and your content advertising. Otherwise it is too difficult to track how well each is doing. Trust me.
- Auto pilot. Don’t turn content ads on and then forget them. They will become a money pit in a big hurry. Check them daily and weed out the bad performers!
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