One of the most frequent questions asked on forums and discussion lists concerning Google Adwords is should the content network be turned on or left off and how to manage it. Below are our recommendations:
- Always start with it turned off. You need to be careful because the default when you start a campaign is on. So go into your “edit campaign settings” and un-tick content network after you have setup a campaign. This is really important because if you start a campaign today and are bidding £1 per click on the search network you are automatically bidding £1 per click on the content network. Many Adwords advertisers have lost hundreds of pounds by mistake on the content network.
- After you have a campaign running profitably on the search network, meaning that you have the right keywords and categories that are converting to your satisfaction, then and only then test the content network.
- We advise setting up a separate campaign with a definitive group of best performing keywords form the search network campaign/s. It is important to separate out the conversion tracking from the search network to make it easy to monitor. Just ensure this campaign is only set up for the content network within the campaign settings. We would advise starting with £0.50-£1 as your initial bid.
- Let it run for a day and see what position you are getting and if you are receiving any clicks. In many markets £0.50-£1 will get you adequate exposure. Do check and if needed increase the bid to ensure exposure.
- Monitor your conversions. As this is in it’s own campagin it is easy to see how you are peforming. If you are profitable, you can increase your cost per click for better positioning and more clicks. Repeat this process until you hit your target traffic and return on investment. If you are not profitable, turn off the content network all together.
If you follow the above steps, you can better anaylse the effects of the content network and at the same time position yourself to take advantage of the extra profit the content network can bring you in some markets.
O Yousaf – PPC Manager
