The Case For Content Network Advertising...

Last week, I gave the prediction that "2010 will be the year of the content network."

A big part of the reason for this is the addition of re-targeting... a major addition Google's adding in 2010... to almost "follow around" interested prospects as they browse the web.

You can read more about it here.

However, this innovation is just the tip of the iceberg of why the content network is so exciting...

The main reason the content network is so profitable is that there is a massive amount of low-hanging fruit -- dirt-cheap ad space few are tapping into.

You see, as a manager, I've had the opportunity to look into a lot of campaigns and have seen what advertisers are and are not doing.

Usually, when it comes to the content network, advertisers either are not using it at all... or are using it all wrong. 

Common mistakes include:

• Using the same campaign used for search advertising to advertise on the content network.  

• Using the same ads used on search for the content network. Content is a whole different animal than search. You've got to stop your prospects dead in their tracks and get them to click on your ad and buy.  This requires different ad text.

• Not using image ads and only using text ads.  With just text ads, you may be only reaching 5% of potential customers.

• Not tracking conversions so you have no idea what kind of results you're getting from the content network.  Without conversion data, you have no idea where to allocate the bulk of your budget.

• Not running the placement performance report to see which sites to include as negatives (where you don't want your ads to appear).

• Only spending a tiny fraction of your ad budget on the content advertising.  Measure your numbers before you decide where to spend your budget.  Often conversions are MUCH cheaper on the content network.

In addition, Google recently talked about test results in a video here... where they measured an increase in search campaign results for an advertiser BECAUSE of their content display ad campaign.  Their search traffic rose by 51%... and the amount of searchers for their keywords by 87%.

In other words, a solid content campaign can give you an edge in the search battle.  You're getting to prospects first.

Alright, so what's the right way to do it instead?

Here's are 5 key steps:

1.  Create two keyword-based content campaigns (separate from your search campaign).   The first one is for your text ads and the second is for image ads only.

2.  Inside the campaigns, separate your keywords in tight ad groups just like you do on search. 

3.  Create at least 2 text ads for each ad group for one of the campaigns... and at least 16 image ads (2 for each of the 8 image sizes) for each of your ad groups in the second campaign.

4.  Let everything run for a while.  Then, run a report to find-out what sites your ads appeared on... and which ones converted the best for you.

5.  Set-up placement campaigns for these top sites once you see which ones are converting from the placement report.  Create custom ads just for each site.

As you can see, this takes a lot of work... likely DAYS to get it all set-up (and lot's of money to pay the graphic designer)...However, the results are worth it.  You unlock cheap content network ad space your competition overlooks.

Plus, there's also a shortcut... AdText Image Creator 2.0, my latest soon to be released tool.  It generates killer market dominating content campaigns... with just a few clicks of your mouse. 

You can find-out more at:  http://www.AdTextImageCreator.com

No matter what, the content network is here to stay.  If you're not already taking advantage of it, now is the time to learn the ropes before the competition beats you to the punch.

Comments

[George Hasky]

Hi AM

I love what this cool tool seems to be able to do.
I've been experimenting with the image ads on the content network.

Your would save a lot of time.
I have seen a special price somewhere, but its still an expensive software tool.

Would yuo not arrange a special price with a payment plan ?

Thanks
George

[AM Khan]

We don't have plans to offer a payment plan. However, for some advertisers, we understand you may just want 1 campaign and that's it. This is why we also offer everything-done-for-you campaigns at a much cheaper amount over at: http://www.ContentNetworkBuilders.com

With this service, we create the campaigns for you and then deliver them to you (it doesn't include on-going management).

AdText Image Creator 2.0 is for advertisers who want full control over their campaigns. It's great to help with on-going optimization and it allows you to create as many campaigns as you want, whenever you want. If you get a great idea for a campaign, you can create it in minutes.

Thus, for the serious advertiser, it quickly pays for itself. If you just want 1 campaign and that's it (or you don't want to touch anything), then Content Network Builders is your answer.

[ppcdeconstructed]

What do you suggest for content network conversion tracking? ie, if you were to run a content network or placement advertisement using banners with adtext image creator (which I just bought), what provisions are there for tracking the conversions since we won't have ability to place analytics codes on thank-you pages.

cheers

[AM Khan]

I think you might be saying that you can't place conversion tracking on publisher's sites as an affiliate. If this is the case, you can often ask the publisher to put your code on their thank you page if you can provide enough results. They may even set-up a custom landing page. If this is not an option, then you may track the collection of the contact information on your own landing page. This is not a perfect solution, but still gives you an idea of how your placement performs. Otherwise, you should be able to use Google's conversion tracking code.