A Few Thoughts On Pay-Click-Click OptimizationWriting by Nick on Tuesday, 10 of July , 2007 at 5:22 pm
(Source) Search page views are roughly 5% of page views on the web, which means non-search page views are roughly 95%. There is no quicker way of increasing one’s advertising reach on PPC than utilizing the content network. However, if it is not done correctly, it’s easy for ads to be “matched” to irrelevant items, and advertising dollars will be wasted by being shown next to non-relevant content.
I couldn’t agree more. Pay-per-click content networks can expand your message tremendously, but do it wrong and you’ll spend a lot of money with no return. But you’ll also be expanding the opportunities for click fraud so be careful. Here are a few tips to help you with your content network PPC optimization.
The Pay-Per-Click Content NetworkThe first thing you need to keep in mind when bidding on your PPC keywords is that content users and search users have different mindsets when it comes to clicking on ads. If you sell cheerleader pom-poms and you have pay-per-click ads on Google’s SERP for the keyword phrase “cheerleader pom-poms” you are more likely to get a more targeted traffic than you are on Mary Ellen’s blog post about her sister’s cheerleading outfit because Mary Ellen likely blogs about all sorts of topics and her readers are not reading her blog specifically to get information on cheerleading supplies.
On the other hand, if your ad appears on a website that sells cheerleading supplies then you are likely to reach a more targeted group of users who may be further along in the sales process for cheerleader pom-poms. Therefore, what you need to keep in mind is that the content network represents potential ad locations that are more diverse than the search network. That means the economics will be different.PPC Content Network Keyword MatchingThe second thing to keep in mind about pay-per-click content networks is how keyword matching is done. With search networks, the search engine reads the searchers query and tries to match it with a keyword in your pay-per-click account. If there is a match then you will appear at the appropriate place in the PPC order based on your bid and the relevance of the keyword. With content networks the matching is done at the ad group level. The search engine scans the keywords within your ad group and assigns them to a theme. Any website that matches that theme could feature your ad. This is important when designing your content network ad themes. You are much better off with a large number of themed ad groups, each one focused on a few closely related keywords, than you are with a few ad groups where each one consists of a lot of keywords.Block Undesirable Content Network WebsitesAnother thing to keep in mind with PPC content networks is that you can block websites from displaying your ad. If you don’t get much traffic from a particular website then block it. Also, if you get a lot of traffic but the cost per conversion is high, block it.Meauring Pay-Per-Click Cost Per ConversionsAnd that brings me to my final point: Don’t measure conversions. Measure cost per conversion instead because with the content network, remember, the economics are different. You’ll be advertising on websites that will deliver you traffic where the cost per click is low and websites where the cost per click is high. If you get a higher conversion rate on the website where your cost per click is high than you do on the one where your cost per click is low, but the cost per conversion is the same then those two websites are equal in terms of value to your campaign. Here’s an illustration to help you understand it better:
Go back to the cheerleading pom-poms ads. Your ad on Mary Ellen’s block may cost you .05 cents per click even though you bid $1 per click because the PPC company discounts certain ads based on the content of the website and the likelihood that it will deliver high value traffic to advertisers. Since you’re more likely to make solid conversions from the cheerleading supplies website your clicks will likely cost you what you bid.
Suppose you get 1,000 click from Mary Ellen’s blog. Those 1,000 clicks will cost you $50 and if you make one sale from that then it costs you $50 for that one conversion. On the other hand, if the cheerleading supplies website generates just 50 clicks in the same amount of time and you make one sale from that then the cost per conversion is the same between the two websites. Make one more sale from the cheerleading supplies website and your cost per conversion is twice that of Mary Ellen’s blog even though you got fewer clicks.
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Tags: Optimization, Pay-Click-Click, Thoughts