Google Content Network


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Best Practices for the Content Network - by Naomi Sela, Media Director at Compucall Web Marketing.

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  • • Adults spend 15 hours on the Internet a week • Watching online videos, buying tickets, reading product reviews, booking reservations • Hundreds of thousands of websites and growing Why do we need to target the content network? The Google content network reaches 80% of global internet users -- making it the world's #1 ad network. Thousands of advertisers use Google to reach users on hundreds of thousands of web sites across all industries, from large, well-known sites to niche sites and audiences. There are 4.3 Billion Daily Page-Views And 705 Million Monthly Visitors. Turn online audiences into buyers Measure ROI & results Drive brand awareness & sales at scale The content network drives awareness and sales along the entire spectrum of the buying cycle and life cycle of your products. Studies across finance, travel, telecom, and retail have shown sales increased 250% online among users who were exposed to search and display ads versus no ads at all. It also increases offline sales.
  • Ask! The content network lets you bid for ad space in either of two ways: with the classic cost-per-click (CPC) pricing, or with cost-per-thousand impressions (CPM) pricing. With CPM pricing, you set the maximum price you're willing to pay for every 1000 impressions, or views, your ad receives on a given site. This means that you're charged whenever your ad appears, whether a user clicks it or not. CPM Text ads and CPC/CPM display ads may take the entire ad unit.
  • 1. Keywords Capture users around a topic 2. Category Maximize your exposure 3. Placements Be where users are. You select exactly where you want to be. Use the Placement tool in the account to select specific placements by size, topic, page position. 4. Placements + Keywords Drive ads in the right place CPC is a great choice if your goal is to drive traffic to your site with your ads CPM bidding works best when you want to focus on branding - when it's important that your message is seen by as many of your target user group as possible, and generating traffic is not your primary goal
  • Category targeting Ad planner Placement tool Kw tool by descriptive word or phrase or by website content (Wikipedia) Be Careful: Keyword insertion Does work on the content network 5-15 keywords in each adgroup. Sometimes less than 5 work well (if it’s a highly themed topic). No match Types – use broad only
  • Reports and features are in place to help your client meet ROI objectives. Exclude sites & categories outside your goal CPA (404 pages, parked domains, pages about violence, crime, video etc) Exclude non profitable demographic segments Use negative keywords Increase the bid on specific segments up to 500% Increase the bid on more profitable hours/days Frequency cap: Set the frequency of exposure of ads by using the impression cap. Set ads exposure frequency per unique visitor at an ad group or creative level Set a different bid on specific placements to control ROI
  • Take decisions to control & optimise ROI Get an insight on the placements where you appeared & identify successful channels Add keywords to control topics targeting
  • 1. A new feature, which filters out "below the fold" inventory, enables brand advertisers to be more selective about where ads appear. The new filter gives advertisers the ability to show ads only in places that appear on the user's screen when the page loads, without requiring them to scroll down Soon to come: 2. Remarketing: Display ads to users that have already visited your website - serving ads to users who've seen some aspect of your site, but didn't take a desired action. Remarketing is a new beta service offered by Google to qualified Adwords’ clients. The product helps you reach users who have previously visited your web site. You will be able to define groups of users that you want to target, such as shoppers who have abandoned after adding items to the cart. For example, Google Adwords will serve display ads to them as they browse other sites on the Content Network after leaving your site you can display the ads (promoting no shipping fee, a coupon, membership benefit, etc.) . Based on your sales cycle, you can tell Adwords how many days the ads are to be displayed(1 to 180 days) and the frequency. Users across Google's AdSense network will be cookied allowing Google to create user profiles as they visit pages of content across the Web. This data collection will allow advertisers to bid according to user behaviors or what Google benignly calls "interests.“ Spend your budget on customers who, have proven to have interest in what you are selling
  • Google Content Network

    1. 1. Best Practices for the Content Network Compucall Web Marketing Partner
    2. 2. Hey! <ul><li>MY Name: Naomi Sela </li></ul><ul><li>Position: Media Director at CWM </li></ul><ul><li>Doing SEM for 5 years </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li> </li></ul>
    3. 3. <ul><li>General browsing </li></ul><ul><li>CPC vs CPM </li></ul><ul><li>Branding vs ROI </li></ul><ul><li>Optimization: themes </li></ul><ul><li>Optimization: settings </li></ul><ul><li>Creative Optimization </li></ul><ul><li>Expand your reach </li></ul><ul><li>New and Soon to Come </li></ul>Agenda
    4. 4. General Browsing: Audiences are shifting from offline to online media Source: Susquehanna Financial Group, LLLP; The Big Picture: Internet Advertising Growth Themes and Beneficiaries, January 09, 2007; Online Publishing Association; Nielsen//NetRatings
    5. 5. CPM vs. CPC? CPM text ads & CPC/CPM display ads occupy entire ad unit CPC text ads occupy a slot within an ad unit
    6. 6. CPM vs. CPC? Category targeting CPC KW targeting CPC KW targeting CPC Placement targeting CPC KW + placements CPC Category targeting CPM KW targeting CPM KW targeting CPC Placement targeting CPC KW + placements CPC + Volume + Targeting control Direct response CPC Branding CPM
    7. 7. Optimization: Use Pre Defined Themes and Site lists <ul><li>Economics </li></ul><ul><li>News </li></ul><ul><li>Sports </li></ul><ul><li>Entertainment </li></ul><ul><li>Tech </li></ul><ul><li>Social </li></ul><ul><li>Shopping </li></ul>
    8. 8. Optimization: Refine! <ul><li>Exclude sites, categories, page types </li></ul><ul><li>Exclude demographic segments </li></ul><ul><li>Bid more for specific age / gender </li></ul>
    9. 9. Creative Optimization: Banner Ads – Compare apples to apples
    10. 10. Expand Your Reach <ul><li>Select placements matching your audience (PPR) </li></ul><ul><li>Use enhanced campaigns </li></ul><ul><li>Target users who visit sites outside of their country: English, Arabic, Russian </li></ul><ul><li>YouTube </li></ul>
    11. 11. New and Soon to Come <ul><li>New: Exclude Below the Fold Placements </li></ul><ul><li>Soon: Remarketing / Retargeting </li></ul>
    12. 12. Thank You! [email_address]