Google’s Adwords Content Network Strategies

Google Adwords is a powerful search advertising program which it not only has a wide distribution network, but it gives PPC advertisers two major ad network options:

* Search Network: Google and partners like AOL.com
* Content Network: All the websites that have signed up for Adsense

Many Adwords beginners have to learn from painful lessons by spending excessive cash, before they can even figure the basics of this search advertising program. Here are some guidelines on bidding, tracking and budget allocation.

Bidding

Adwords provides the feature to set different maximum CPC values to content and search ads. Besides, the competitions on Search and Content are usually different. It makes perfect sense to make use of this feature.

You will set a much lower maximum CPC across your keywords on content ads than search ads, as content network normally has a lower conversion rate comparing to search network.

Tracking

Tracking is one of the keys to a successful Adwords campaign, whether it is search or content. You should track content and search ads separately whenever it is possible. For tracking conversions, many webmasters make use of the Adwords built-in conversion tool.

Alternatively, Google Analytics can be used. On top of tracking Adwords traffic and conversions, Google Analytics is able to track traffic and conversions from organic search.

Budget allocation

If you are already running a search ad campaign and want to try out the content network, you should initially split your budget into 80% search and 20% content. Gradually increase the budget on your content ads when you are satisfied with conversion from the content network.

Site targeting is another way of placing your ads on the content network, though you will have to carefully pick the websites that are relevant to your theme. Initially allocate less than 10% of your total Adwords budget to Site targeting, and then increase or decrease according to conversion rates.