In the previous series of articles on the power of network alliances, the delivery strategy and data monitoring methods of Google’s content network were introduced. But in actual Google content advertising optimization, we need to know more about what strategies should be used to optimize advertising!
Reasonable optimization strategies can make your Google Adwords content network produce better performance! Optimize your Google content network ads immediately!
In the past few years, Google Adwords has helped advertisers achieve great performance improvements with its in-depth data reporting and flexible delivery management. By optimizing your Google content network delivery, you will quickly let more users know about you. products and services, you will also benefit from them!
The first step in building an effective optimization strategy is to understand how the Google Content Network works?
Content network advertising and search network: In the content network, ads will not be triggered through user search behavior. Google will review the keywords in each ad group and assign a theme to each ad group. Google will Use these themes to determine where on which content network sites to display your ads. Your ads will appear on websites related to topics that match your advertisers.
The most important difference between the content network and the search network is user coverage. Content network ads will appear on all Google content network partner sites (the content network covers more than 70% of the world’s Internet users), while the search network only covers local Google searches. engines and very limited search partner sites, so your most important ROI channels should be focused on the content network. The purpose of content network optimization is to ensure that your ads are displayed on the most relevant sites as much as possible. The following optimization strategies are specifically designed to help you manage and optimize your content network ads!
Separate search and content network campaigns: This strategy will help you better manage and optimize your content network without affecting your search results. Separating advertising channels will help us control and monitor each channel more accurately. , and get better ROI.
Broaden your keyword selection: On the search network, your users' search behavior is usually highly targeted, and you need to accurately cover users' search needs. However, in the content network, you can define broader keywords to target your coverage topics. For example, your product is "HP rack server". You need to add "server" to your content ad group to match content on related topics. site to increase your advertising coverage levels!
Write advertising creatives specifically for the content network: There is a big difference in user intent between the search network and the content network. There may be some people on the search network who specifically search for specific products and services, even if they don’t know your website yet. This active search behavior leads to purchases The tendency is stronger, while content network users only passively browse your ads, but they do not actively search for related products or services. This difference should be taken more into consideration when writing creative ideas.
Conversion rate rather than optimizing click-through rate: In content network placement, we need to find more users who may be interested in website products and services from a wide range of networks, rather than obtaining more traffic. Therefore, we should not pay too much attention to the CTR indicator. Our main goal should be to optimize the conversion rate and reduce the cost of each conversion. The main factors that affect the conversion rate are creativity and target landing page. We need to constantly find the landing page with the best conversion efficiency through A/B and multi-variable testing to improve the conversion rate.
Experiment with multiple ad formats: On the content network, test all text, image, FLASH and video ad creatives to see which ones bring the best conversion rates and more relevant audiences.
Understand where your ads appear: Google Adwords can not only track the specific domains where your ads are displayed, but you can also learn which URLs in these domains display relevant ads. By running Google Adwords to display Location Performance reports make it easy to get relevant data.
When you run this report, you may find that the amount of data is so large that you don't know where to start. After all, there are hundreds or thousands of data listed. You can sort the report by the number of website clicks and delete URLs with high clicks but low conversions or no conversions.
Exclude websites with poor conversions: Once you find websites that have impressions and clicks but poor conversions, you can use Google Adwords' website exclusion tool to delete these websites with high consumption but poor conversions, which will help improve your website. Conversion rate and lower cost per conversion.
Target the website with the best conversion rate: You can use the ad position display report to analyze the website with the best conversion rate, use website targeting to place this site, and bid for these sites individually, so you can have better control. These high-quality sites can better improve conversion rates.
Pay close attention to your ad ranking position: The position of your ad on the content network is sensitive. Most sites show 3 or 4 content ads at a time, so your ad may be ranked fifth or sixth in a specific ad group. It’s difficult to get more impressions for your ads. It’s really hard to measure, but a rule of thumb is that if your ad’s average position is third or lower, you’re probably not getting more impressions.
The content network is also very sensitive to changes in bids. Even a small bid change, such as 0.3 yuan to 0.6 yuan, may have a great impact on advertising performance, so we need to closely monitor the effects of bid adjustments on content network advertising conversion rates and conversions. cost impact.
Using these strategies can help you get a higher ROI on the Google content network. What we need to remember is that content network user intent is different from search. Conversion rate indicators are the focus of optimization. Delete those with poor conversion rates and high conversion costs. site to maintain better advertising ROI.