Why You Should Avoid Google s Content Network
Below is a MRR and PLR article in category Internet Business -> subcategory PPC Advertising.
Why You Should Avoid Google's Content Network
When setting up an AdWords campaign, you can choose whether to display your ads on Google’s network of content sites. These are websites that participate in Google’s AdSense program, allowing them to feature AdWords ads. Generally, this traffic isn’t highly targeted. While Google attempts to match your ad with relevant content and does a decent job, I’m not a fan of this type of traffic. Here’s why.
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The Advantage of Search Engine Traffic
In internet marketing, having your ad appear early in a user’s online journey increases the likelihood of a sale. This is why search engine traffic is so effective. Many users start their online activity with a search engine like Google, Yahoo, or MSN, often set as their homepage. Thus, your ad might be the first thing they see.
Consider this scenario: A user logs onto the internet to find something. She enters a search query on Google, sees your ad among the results, and clicks through to your site. Since you offer what she’s looking for, you convert her into a customer. This success is due to targeted traffic and the ability to meet her needs first.
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Why Content Network Traffic Falls Short
Now, imagine this user has been browsing online for a while, hopping from site to site, possibly researching. She might feel frustrated for not finding what she wants, or she could just be window shopping. Either way, after a significant time online, she’s harder to convert into a sale.
Ads on content sites reach users who have often been online longer and are generally less receptive to your message. Combined with less targeting, your chances of conversion drop.
We aim for highly targeted traffic that’s receptive to our message. As traffic quality dilutes, so does its value.
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Strategies for Managing Content Network Ads
You can create a separate campaign for content targeting, setting all bids as low as possible, say 5 cents. This way, you can display ads on content sites, aligning costs with the traffic’s value. Additionally, watch for click fraud, which is more common with content sites, another reason to keep bids low.
Google recently introduced a feature allowing separate bids for content network ads, so you can bid lower without creating a new campaign. While this is handy, I prefer separate campaigns for better organization and analysis. It’s a matter of personal preference; choose what suits you best.
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Conclusion
Be cautious with content targeting, as the traffic quality differs significantly from direct search engine traffic. If you want extra traffic, bid separately for your content site campaign and keep bids low. Also, monitor your stats closely to avoid paying for fraudulent clicks. Good luck.
You can find the original non-AI version of this article here: Why You Should Avoid Google s Content Network.
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