The lines between search marketing and online media have been blurring for some time. This is especially true with the Google AdSense network. It's basically a huge ad network where content sites run ads for Google.
In a Google search program, this is also known as content targeting. Even though you manage these ads through the Google interface and they're often targeted by keywords that don't show up in search listings, they show up in Web sites, just like online media.
A debate recently popped up in our agency about whether Google content ads, banners, and click-to-play videos managed by our search term could also be managed by our online media campaign managers as part of a media buy.
Online media campaign managers should be able to manage these ads too, because -- to reiterate -- ads running in the Google content network aren't in search results. The ads are on regular Web sites and can be targeted on a site-by-site basis.
Just in case any of you get asked to do this, I asked Amy Clarkson, one of my agency's search specialists, to document some strategies for making best use of content targeting in Google. Here they are:
Run a Separate Campaign for Content
Bid on Your Best Performing Terms, Not All of Them
Consider Using Placement Targeting
Placement targeting for your content campaign is where an advertiser can pick and choose relevant sites for their ads to appear on the content network.
Generate a Placement Performance Report
A Google placement performance report for your content campaign enables you to search through the content sites in which your ads appear. If the site isn't relevant, costs too much, or doesn't convert -- don't use it.
Sort Keywords Into Closely Related Ad Groups
Google content looks at all (or many) of the keywords in an ad group in order to determine the general theme.
Online media planners shouldn't overlook Google as a possible network. It's so much more then search! And to Amy, thanks for the great advice!
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As founder and CEO of Overdrive, Harry Gold is the architect and conductor behind the company's ROI-driven programs. His primary mission is to create innovative marketing programs based on real-world success and to ensure the marketing and technology practices that drive those successes are continually institutionalized into the culture and methods of the agency. What excites him is the knowledge that Overdrive's collaborative environment has created a company of online media, SEM, and online behavioral experts who drive success for the clients and companies they serve. Overdrive serves a diverse base of B2B and B2C clients that demand a high level of accountability and ROI from their online programs and campaigns.
Harry started his career in 1995 when he founded online marketing firm Interactive Promotions, serving such clients as Microsoft, "The Financial Times," the Hard Rock Cafe, and the City of Boston. Since then, he has been at the forefront of online branding and channel creation, developing successful Web and search engine-based marketing programs for various agencies and Fortune 500 companies.
Harry is a frequent lecturer on SEM and online media for The New England Direct Marketing Association; Ad Club; the University of Massachusetts, Boston; Harvard University; and Boston University.
December 12, 2013
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