Adwords is a powerful search advertising program in which it not only has a wide distribution network, it gives PPC advertisers two major ad network options:
- Search Network: Google and partners like AOL.com
- Content Network: All the websites that have signed up for Adsense
Many Adwords beginners have to learn from painful lessons by spending excessive cash, before they can even figure the basics of this search advertising program. Here are some guidelines on bidding, tracking and budget allocation.
Adwords provides the feature to set different maximum CPC values to content and search ads. Besides, the competitions on Search and Content are usually different. It makes perfect sense to make use of this feature.
You will set a much lower maximum CPC across your keywords on content ads than search ads, as content network normally has a lower conversion rate comparing to search network.
Tracking performance is one of the keys to any successful Adwords campaigns whether it is Google’s search network or content network. Track content and search ads separately if possible with Adwords Conversion Tracking.
Alternatively, use Google Analytics. Besides tracking Adwords traffic and conversions, Google Analytics is able to track traffic and conversions from organic search.
If you are already running a search ad campaign and want to try out the content network, you should initially split your budget into 80% search and 20% content. Gradually increase the budget on your content ads when you are satisfied with conversion from the content network.
Site targeting is another way of placing your ads on the content network, though you will have to carefully pick the websites that are relevant to your theme. Initially allocate less than 10% of your total Adwords budget to Site targeting, and then increase or decrease according to conversion rates.