Google Content Match Tips - Adwords
When it comes to Pay per Click advertising, the vast majority of advertisers will go with the search network. It
provides targeted, keyword specific traffic that you can directly control.
The quality score is easier to manage and the overall conversion rates tend to be higher.
But, that's not to say that the content network is not an effective means of advertising - you just need to
develop a successful strategy for generating interest and targeting only the right leads.
When You Might Use Content Match
There are some instances when you would never consider content match. If you're testing for specific keywords in
a new niche, the data you need is only going to come from search. Additionally, you would never want to go with
content match if you have a massive budget in a highly searched niche.
But, if you are posting image ads, videos, or general interest ads that you'd like to get as many impressions
from as possible, content match can be a great choice for you campaign.
Optimizing a Content Match Campaign
To start with, you'll need to change a few things about how your content match campaign operates. Not only is
the quality scoring system different for content match ads, the way your readers will see those ads is
You're not placing ads in front of people with active questions. You're posting ads where people are already
consuming. Click thru rates tend to be lower, targeting tends to be looser, and the need for careful ad writing is
even more important. Here are some things to consider:
* Campaign Structure - You need to keep your ad groups organized and separated depending on
where they are being posted. I see many marketers using the same ad groups for search and content. It's a bad
* Ads - Write up multiple ads and split test them. Remember that content ads are general
matches, so they should have solid hooks in them, designed to optimize clicks rather than conversions.
* Keywords - Get the right keywords and make sure they are related. Tightly related, closely
matched keywords in your ad groups will make sure you spend less in wasted advertising.
* Content Bidding - Content bids need to be separated from you search bids. Set a different
minimum and watch it to make sure it works. Your quality score is different, so have a different bid to go with
* Negative Keywords - Remove as many negative keywords as you can and use as many exact matches
as possible in your keyword lists. With so many potential sites to match on, you want to be as exact as
* Site Exclusion/Category Exclusion - Exclusion is vital to success in this aspect of AdWords.
If you know for a fact that you're appearing on sites that have no relation to your offers, add them to the
If you know you show up in certain categories where you don't want to be (weight loss and muscle gain are big
culprits here, along with dating keywords), add categories to the exclusion tool as well.
* Quality Score and Placement - Monitor your Adwords quality score and current placement. The algorithm for
content quality scoring is a bit simpler and focuses more on overall CTR and the quality of your landing page. Use
those to tweak how you appear on those content sites.
Since Google launched its content network, there have been millions of tweaks and adjustments to make it more
accurate in placing ads related to specific content. Today, with demographic tools and better algorithms, it works
better than ever before and is a great method of
driving traffic to your site.
But, that doesn't mean you can be lax. It still takes very close attention to your audience, the sites you
appear on and how your ads are formatted.
Take advantage of your research and build a power campaign with G Traffic Loophole.