The Online Advertising Optimization Blog

Making Google Content CORE to your Online Ad Campaigns

  

 Email Article  

Tweet  

  

  

  

As the world’s largest online advertising network Google Content offers a wide breadth of opportunities for media buys across virtually all verticals and industries.  From small, targeted sites to large, highly trafficked sites; Google Content enables advertisers to effectively reach their target market(s).  From its inception in the fall of 2000 AdWords has revolutionize the world of online marketing; giving advertisers large and small the opportunity to manage campaigns in a single, simple interface.  A short while later the Google Content network was introduced, giving advertisers even more flexibility when it comes to designing and managing an online marketing campaign.

While most advertisers have long since embraced paid search advertising as a key component of their marketing initiatives, many have been slower to integrate the content network.  As more and more advertisers begin reporting positive returns and increased traffic levels as a result of their content campaigns, the argument for introducing content advertising could not be clearer.

Conversions

The ultimate goal of any advertising campaign, on or offline, is to drive conversions.  Whether you’re looking to capture leads or increase sales, running a successful campaign starts and ends with ROAS.  Just as search listings provide targeted traffic, so too does the Google Content Network. We often speak with advertisers who are frustrated as they feel that they have exhausted their options with paid search but would like to further increase traffic and conversions – this is where the content network comes into play.  In fact, according to a study by Google, the average display network campaign drives 20% of total conversions for the average advertiser.  So rather than leaving that 20% on the table integrate content advertising and continue to expand the reach of your campaign.

Brand Awareness

Increasing brand awareness is one of the most important aspects of running search and/or content advertising.  Regardless of CTR, your ad impressions are reaching your target demographic and therefore increasing brand interactions. In fact according to a study completed by Specific Media, consumers who are exposed to display ads are 155% more likely to search for brand and segment specific terms; in other words advertisers benefit not only from clicks on their content network ads but from increased brand awareness.

Targeted Traffic

Having the ability to select the specific sites on which you would like your Google content ads to be displayed, enables you to target highly relevant sites and capture their traffic. With hundreds of thousands of sites in the Google Content Network, there are bound to be a few that speak directly to your ideal audience.  So where do you start?  At Sheen we have developed a proprietary intelligence-driven analytics tool to help our customers identify sites, within the Google Content Network, that are most likely to yield optimal results. Check out our post on Identifying AdSense Publishers to learn how we are helping advertisers reach new levels of efficiency in content advertising.