Let’s step away from Google’s Search Network and explore the Content Network, which can deliver you many more clicks for a smaller cpc cost. Google’s Search Network is heavily reliant on your Quality Score: the historical click through rate (CTR) of your account (and your ad groups), the quality of your landing page and the relevance of your chosen keywords to both your matched display ad and the Google user’s search query. The Content Network also has a quality score but it’s not as rigorous:
•The adʼs past performance on the current site as well as similar sites.
•The relevance of the ads and keywords in the ad group to the current site.
•The overall quality of your landing page.
So we see that Google scans the relatedness of a userʼs query to the keywords in your ad group, matches that up to the keywords in your ad and then looks for those keywords on your landing page. The more related these are, and the higher your adʼs CTR, the better your Quality Score will be (and therefore the less you will pay for your clicks.
Site Targeting on the Content Network
Quality score for the Content Network is a much simpler equation, and owes heavily to how good of a CTR your ads get on the site together with the quality of your landing page. For the Content Network you’ll also want to use tightly themed ad groups to improve your Quality Score even more.
Get your conversion tracking implemented on a wide Content Network campaign and use your conversion tracking analytics to see which sites are converting for you. What you want to do is run a report to see which sites are converting, and blacklisting those sites that are worth spending money on. You can also use negative keywords to limit where your ads are displayed.
Once you’ve found the promising sites with the highest conversions on the Content Network it’s time to start a site-targeted campaign for each of these sites.
• Google will make recommendations on which sites to target. These recommendations are good to use in conjunction with your own tracking data.
• Some of the sites won’t let you site target them, so don’t be disappointed if you can’t site target some of your top converting sites through Google Adwords.
Getting Profitable with Paid Traffic
Here are some further tips to help your paid traffic campaign succeed.
• Search for keywords on Google related to your offer and see who shows up in the top 3 organic positions on the search result page. If those sites are using Adsense, you can target those sites through Google Adwords.
• Find your winning sites and explore them further. For example, EzineArticles (before they were Google-slapped) used to be known as a great site for conversions for certain niches. Once you find a site that converts, break out Google’s Keyword Planner or a tool like similarweb.com or quantcast.com to see other sites that share user affinity.
• Expand your winning to campaigns. This could mean trying the campaign on different search networks like Bing, or perhaps a smaller paid network like Outbrain.
• Don’t forget to track. You’re flying blind and won’t be able to properly implement anything in this guide without tracking. The best tracking solution for PPC right now is ClickMagick.