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We use PPC but only on the search network as we feel the content network will result in more random click-throughs that are more accidental than someone really interested in us, whereas we believe it is more likely that the click-throughs will be more relevant for us from the search results.
What do you you think?
Do those of you who use PPC have good or bad experiences of advertising on the content network?
Tags:
advertising,
ppc
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We also use PPC and have used both. Both seem to be expensive and end up costing you more $$ in the end. We only used the content network option for a short time, as it was too expensive to continue using. We never really got into the content options but it is nice to manage what websites your ads show up on. In hind-sight we could have better used the data to our advantage. Using the content network for a month or so should help you get a good idea of what websites google thinks your website should show up on. I know google tries to only show ads on pages that have realatable content. At the end of the month you will be able to see a list of websites and data that google posted your website on. This information will help you see what websites you might want to build stronger relationships with. If google thinks that your ad will generate clicks on a certain website it's likely due to the kind of content that particular website contains. If the content is realatable you might want to generate a working relationship with the website owner. This could help drive new traffic to your website, outside of googles involvment and that will eventually help with search engine rankings. Having a link on a website that contains relatable content to your site is valuable SEO stuff. www.StickyLife.com specializes in custom self promotional items that you can create on your end and order in small quantities. We cater to small business, bloggers and others small start-ups looking to expand their network. We create custom stickers, personalized license plates, car magnets, and other items that make great personalized gifts. |
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We've been fortunate that our real estate video company has made a lot from PPC. That's how we got our first client some time back. | |||
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@Stickylife - thanks for your comments particularly about the link backs from related sites - something definitely worth looking into in more detail. @HomeView - did you also advertise on the content network or was it solely search results? |
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In campaigns I've run I've always seen a much lower conversion rate of click throughs from the content advertising network than search advertising. This is even when I specify exactly which sites I want to advertise on to make sure they are the most relevant. I suspect their is a much higher incentive for click fraud and "bad clicks" on content network advertising. | |||
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Yes it certainly does, but like most marketing channels on the internet you need to know how to optimize your campaign, when it comes to content network most people don't know how and don't see a good return: you can find out some more about content network advertising here: http://bit.ly/72UIjX | |||
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If given the choice between one or the other, I would go with search engine PPC. To me, content PPC is only as effective (sometimes more effective), when you are linked to some killer content, or to sites with decent content but have a loyal following or a popular contributor. Search PPC is just more consistent in my opinion, and therefore a better marketing tool. Having both will do better for you in the long run. I'm not fully familiar with content PPC campaigns these days, but I believe they would build your search ranking - someone please correct me if I'm wrong. | |||
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The content network is something that requires a lot more effort but can often allow you access to a while new market that you could not have reached with traditional search campaigns. You have to consider different metrics such as never measure on CTR or impressions otherwise you will lose confidence in the content network. The CPC rates can often be lower and you need to spend more time checking what sites are not performing and even check factors such as geographic and what keywords are being used. Once the campaign is up and running my agency has managed to get similar similar conversion rates to traditional search and sometimes even much lower Cost-per-conversion... Content networks are not always run well as set and forget campaigns but if done effectively can compliment search campaigns. | |||
