Content And Search Networks Selection
In using Adwords or Yahoo, you would have to choose between content or search network. The question above can only be answer by you, and the type of marketing or traffic you want to bring in.
Let me walk you through between the two…
Content Network
It is used in websites or blogs that have Adsense ads in it, meaning you are paying for the ads or every click going to your web page. Content network are much lower in cost, as the impressions in the content network can be very high and the conversion very low. So quality score is not taken into account for content network, as Google know that the click through rate in content network do not bring good result.
Content Network is like buying an ad space on a newspaper,but it can be much targeted to the type of audience you are looking for. For example you are in a weight loss niche, you can choose relevant websites or blogs that have Adsense ads in them, placing your ads there to drive traffic to your web page.
Things to note in using Content Network
Though they are much cheaper than in search network, but if the niche you are in is very competitive and the websites or blogs have great ranking in the search engines, you will have to pay higher than those that are lower in rankings websites.
Why is this happening?
Because the websites or blogs are ranked top 3 in Google for very competitive keywords, Google will give credit to the high ranking websites or blogs higher pay per click for advertising Adsense there, and at the same time making more money for Google too.
Your click through rate can be increase in Content Network. By specifying or targeting the most relevant websites or blogs, placing your ads there to drive traffic.
Search Networks
The search networks are search engine results ads showing to the searchers. The easiest and more expensive version to content networks.
Why is it more expensive?
Because the searcher is obviously looking for something online, a solution or question. These type of traffic has a much higher conversion rate than Content Networks (more browsers), so that is why it is more expensive than Content Network.
You can set your search networks to specific locations in the world, for example you want to let your ads appear to the people of Australia, you can set the GEO targeting to Australia only.
Another advantage of search networks is that you can choose the position of the ad in the search results easily. Depending on your budget, you can choose the position of the PPC ad you want to appear in. Read more about Optimum PPC Ad Position here.
What next after I realised which suits my niche best?
The next question I will ask you is “What do you want your purchased traffic do next?” With a plan in mind, you will understand that Adwords PPC is a tool to generate traffic, and from there onwards you have to plan your marketing strategies. That will upcoming in my next post, “PPC Marketing Strategies”.
You may want to write down your strategies in the comment box below, I like to hear what you intent to do.
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