Content Campaigns in PPC

Content Campaigns in PPC Kristin Turner: I’m Kristin Turner and I’m here with Tanya Green a Paid Search Analyst at Apogee search and today she’s going to explain to us about content campaigns. Tanya what exactly is a content campaign? Tanya Green: A content campaign is a page search campaign that allows your ad to showing different websites throughout the internet and for example allow people to use the Google content network and a bunch of website to have opted in to Adsense and to another part of your content network and your ad can show on those sites. Kristin Turner: How does that work our content campaign? Tanya Green: So basically you have an ad group just like in the normal campaign and the theme of your ad group is match to the theme of the website and so if there’s a match and has the ability to show. Kristin Turner: All right great how does that differ from a traditional paid search campaign? Tanya Green: From a traditional page search campaign you really — you can opt in on a traditional campaign or you can separate it all into one or you can recommend suffering it out because since it is matching themes you want to have broader terms, normally search campaigns have some really long till detailed keywords so you want to keep it to just 5 to 15 broad terms so that your so your ad can show them a variety of sites. You’ll also have the option to pay from other cost for a thousand model or a cause for like and for a cause for a thousand is basically you’re paying for a thousand impressions I suppose to the click and so each terms someone to use it and also you can have a right ad formats. You can have video ads, image or banner ads and text ads. Kristin Turner: All right I want you the content campaign be implemented. Tanya Green: It can be implemented at any time but if you’re saying that search traffic just is not as high as in the normal page search campaign or traffic to your website in general. It’s a good thing to do because there’s a lot of research that shows that constant campaigns can loose over all traffic to your site. People will see your add that search for you later or go to your website later. Kristin Turner: So once you decided to implement a content campaign where should you begin in the process? Tanya Green: I definitely give all the target audience and think about the types of websites they are on and try to match your iGroup themes to the themes to those of the websites and from there just be sure to bid. I will quickly probably as ventures your on search so that you can show on top positions. Kristin Turner: All right and one’s you’ve begun the campaign how would you optimize the content campaign? Tanya Green: The best way to optimize is to run place network reports and outwards and you show you every domain and every page on the website that your add showing that on so you can go through those and block different websites and if you see a certain type of websites popping up a lot you can actually block the whole category like automotive websites or something relate to that so you can really without the unqualified traffic and see better results. Kristin Turner: Well that’s really great you’ve given us a lot of information are there any really important things that you can take away with them about content campaigns? Tanya Green: I think definitely if you’re thinking about it I will do it because it does like I said increase traffic to your website and it helps you acquire a new customer so it’s a great thing to do when setting up remember to break it out separately and have just a few broad terms in you ad groups and make sure they’re tightly themed and be sure to optimize and exclude sites and categories you don’t want to pay for your own event traffic and really just experiment with using different ad formats through so many options and see what works best. Kristin Turner: Well great thank you for that information Tanya we really appreciate your time and if you’re looking for any more information on content campaigns please check out our website at Apogee- Search.com.