content advertising tips
TRANSCRIPT
April 12, 2023 2
Contextual Is Not Search
Readers are not searching for you
More like banner or print advertising
Very useful for branding
April 12, 2023 3
Keyword Differences
Keywords are not discrete entities
Keywords + Ad = Theme
No more than 50 keywords per ad
group
April 12, 2023 4
More Keyword Differences
Match types are irrelevant (except
negative)
Liberal use of negative keywords (but
they don’t always work)
April 12, 2023 5
Ad Copy Differences
Ads need to stand out
Yell, don’t whisper
Be more competitive – e.g. free
shipping
Test, test, test
April 12, 2023 6
Ad Position Differences
Magic positions for Search are 1-3
Magic positions for Content are 1-4
Above 5, impressions drop dramatically
Quality Score still counts
April 12, 2023 7
Overall Advice
Set up separate Content campaigns
Test multiple ads
Monitor closely
Start bids low, go high
April 12, 2023 8
Pre-Announcing…
Google Placement Performance
Reports
Shows performance (clicks,
conversions) by site where ads served
