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Google Content Network Tips

by Mark on January 29th, 2008

Feng, a member of the Inside Adwords crew, posted these on the 24th of January. I think they’re most worthy of passing on… thanks Feng.

Google Content Network Tips: Optimizing for a content network audience

• Create separate search and content campaigns.
  This will allow you to:

• Optimize your ad groups and ad text specifically for content pages.
• Target different audiences. If you sell flowers, you may want to create a content ad group to show your ads to couples by targeting pages relevant to them.
• Use general keywords to strengthen the theme of your ad group, without affecting your search performance.

• Think about the type of user browsing a web page and write ads to catch that user’s attention.

• It’s important for your ad text to relate to the webpage on which it appears. If your target user is going to be on pages related to flowers, mention flowers or closely related products in the ad text.
• Test multiple creatives and ad formats (text, image, video) in all available sizes to gain better insight into what sort of ads will perform the best for you.

• Include call-to-action phrases.

• Phrases like ‘Register now,” “Get a free quote,” and “Call now” can can help set expectations for the person who is about to visit your site.

• Your call-to-action should be what you consider to be a conversion.

• Highlight special offers or features available on your site.

• We’ve found that advertisers often get higher ROI on the content network when they include product prices in their ads. Prices and special offers can help you stand out from competitors and showcase your best deals.

• Link your ad to customized landing pages that match the information in your ad text.

• If your ad highlights a special deal on cell phones, make sure that the ad directs users to the specific cell phone page of your site. And ensure that your landing pages are clear and easy to navigate.

There’s more to this post - about tracking the performance of your ads. Check it out…

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POSTED IN: Business Tips, Online Money, Worth Passing Along