Show Me the Money! : Make Content Ads Work for You.
Content ads are ads which appear on the high-quality partner sites of search engines such as a blog or news article. Like standard search network ads, content ads have customizable bids, in-depth statistics and data, and can be split tested among audiences to optimize conversions. Unlike standard search network ads, content ads can be a simple text ad, a display ad featuring your product or special sale, and even a video. If that’s not enough, consider Google’s content network – they boast reach to over 76% of unique internet searchers in the United States which gives advertisers the potential to reach three out of four unique internet users. Imagine having your new product or special sale showing up on a page where a user is already researching it. How better to outperform your competition when you can create a short video displaying why your product is the best. When you’re ready to branch into some serious audience targeting consider how content ads can help you.
With over 19 categories including: Health & Fitness, Home & Garden, Auto, Business, Sports, and Technology the content network is composed of hundreds of websites of places to advertise. Content ads also appear on social networking sites allowing companies to take advantage of the huge traffic that social networking sites receive – reportedly 38% of all Internet users are logging on to a social networking site at least once a month. Content ads allow for maximum exposure in the shortest amount of time boosting impressions immediately. But can content ads be too much of a good thing?
As with any search engine marketing the key to successful content advertising is discovering the best strategy. Initially that means setting up the correct campaign structure, running ads, and testing variations of ads in order to hammer out the perfect showcase for your product. Just because the content network has hundreds of partner sites available one has to consider which of those hundreds of sites are the most relevant, and therefore the most profitable to use for your ads. PPC Specialists at NetSearch Direct use placement reports which contain data regarding the sites that displayed a particular ad. These reports are analyzed site by site and the data trends that they contain are tracked one by one in order to determine whether a site works for a client or not. If a site is found to be a non-performer it is excluded from the content ad campaign and the process is repeated until all sites displaying the content ad are found to be high quality, high converting sites. But it’s not that simple – sometimes a poorly performing site may really just need ad tweaking; this is where split testing and graphic design skills come into the picture.
With a sweeping variety of partner sites, the content network is one of the most sensible ways for companies to shop their product and services to a large audience on the web. Using the right strategy will save you money on wasted clicks and deploy your ad to only the most relevant of sites.
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