Strategies for media planners to make best use of Google's content targeting.
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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