Advertising on Google’s content network gets a bad rap, but surely not all the companies advertising on the squillions of Adsense sites can be wrong.

Indeed, they’re not. Approach the content network strategically and it can be quite profitable. Here are some things to keep in mind:

1. Don’t mix your search campaign with your content campaign. They have different dynamics and should be approached differently.

2. As in search engine advertising, there’s a correlation between ad position, click-through rate and conversion rate. Review the sites where your ads are being displayed and take note of the position of your ad. One pay-per-click advertising expert has found that Adsense ads tend to be displayed in groups of three… so if your ad is in position #4, it probably won’t be seen.

3. Review and refine your ad text. But remember it shouldn’t be the same text as in the ads you display on Google. Your target market is not searching on a specific keyword; they’re visiting a given webpage for another (albeit possibly related) reason.

4. Monitor the sites you’re advertising on… and they aren’t performing, stop advertising on them.

Source: Joe, “How To Broaden Your Exposure on the Google Content Network,” PPC Hero, May 12, 2009

This entry was posted on Thursday, May 21st, 2009 at 4:00 am and is filed under Kikabink Lab, Online Advertising, Search Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.