Comments on: Why Fix What Isn’t Broken on the Google Content Network?

By: joseph

joseph — Wed, 29 Apr 2009 12:58:23 +0000

Good Stuff.

By: Joe

Joe — Wed, 29 Apr 2009 12:53:42 +0000

@Brad: Good point! Yes, separate content bids are extremely important. Man! I keep find ideas from our super smart readers! Setting search & content bids may be a follow up post!

@Shelley: This is awesome! There is nothing like hearing from someone who took direct action! I hope this tactic works for you! Keep me posted.

@Tomasz: DKI on the content network doesn’t work (I believe). DKI is driven by keywords and the content network does not distribute via keyword. So, your alternate text should be showing for your content-focused ads.

By: Tomasz Frontczak

Tomasz Frontczak — Tue, 28 Apr 2009 23:54:25 +0000

What is your opinion about Dynamic Keyword Insertion in ads in content-only campaigns. Does it make sense?

From my perspective and our clients perspective Content is very often the most efficient way to gain valuable traffic for branding purposes. We have tested a lot of Content Network for big FMCG brand in Poland, and is is the best performing source of traffic (cost, volume, P/V,conversion rates like newsletter subscription and page printing). Most surprising, in this case, Content Network is performing better than search.

By: Shelley Ellis

Shelley Ellis — Tue, 28 Apr 2009 20:51:50 +0000

Very nice article. Great observation about leaving something alone if its working. Just discussed this topic with a client this morning where I left one campaign alone and created a new one with more targeted themes.

By: brad

brad — Tue, 28 Apr 2009 20:27:36 +0000

Real picky point; but…

If you don’t set a content bid, your bid is the average of all KW CPCs in your adgroup. You should set a content bid; but if you don’t be careful.

By: Joe

Joe — Tue, 28 Apr 2009 20:13:29 +0000

@Sarah: Thanks! Yes, there numerous beasts within one PPC campaign. And the long tail list can be very different to manage.
@Josh: Yes! You can use negative keywords on content campaigns! I should have mentioned that in my article! Perhaps in the next one! Thanks!!

By: Josh Wexelbaum

Josh Wexelbaum — Tue, 28 Apr 2009 18:30:50 +0000

NIce post.. Yeah, definitely don’t move a content campaign that’s working!

Also to keep in mind, you CAN use negative match on content campaigns..

-Josh

By: Sarah Grant

Sarah Grant — Tue, 28 Apr 2009 16:50:18 +0000

Great article! The long tail’s an entirely different beast and does work best when managed separately. Then again, I might be ever so slightly biased, since I’m at adMarketplace, and we work in the (relatively) untapped reservoir of the long tail.