While I am not claiming to be an expert on the Content Network, I know a guy who is!
Maybe I should start with a brief explanation of what I am talking about. PPC Campaigns (Pay-Per-Click) have two different areas of advertising. The search network, which more people are familiar with as it is the Google, Yahoo, MSN, Facebook side of things where an ad is shown and the company pays per click. The other area is the sometimes forgotten content network. The content network allows you to advertise on industry specific sites.
Say you run a small restaurant and would like to get your name out there. You can then go to Google Adwords and set up a Content targeted campaign. Your ads will then show up on sites like The Food Network and other Food/Restaurant related sites.
The beauty of this lies in the set up. While keywords are still important, they are used in a different fashion here. Going back to the restaurant example, you could set up a content network campaign, create an adgroup and select 20 keywords which all have the same theme ie. restaurant, restaurant menu, restaurant in calgary, etc. Once you have a few keywords, write a fairly general ad and turn it on.
The content network requires a bit more monitoring (this is where I come in with my Anduro team!) as it is important to regularily check back to see if the sites your ads are showing on are actually relevent and to determine which ones are converting. These good sites can then be seperated out into their own campaign and you can watch the conversions fly in!
Now that you know how the content network differs from search, check out this link for advice from an expert in this field!
If you would like Anduro to help you with the set up of a PPC campaign, please do not hesitate to contact us!
Stefanie
