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Adwords content network - yes or no?

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Paul Kelly ICHYB

Paul Kelly ICHYB

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    • Jan 21, 2008
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    icanhelpyourbusiness.co.uk
    I recently saw a post on here where someone made a comment about google adwords, along the lines of 'dont use the content network'.

    I have campaigns running on a few sites and, for a test, on one, I switched off content network and clicks dropped by 50-70%. As the business does not sell tangible goods, it is hard to say if sales have been affected, but, exposure has,so maybe it was not a wise site to test on, however, I was wondering what peoples thoughts on the content network are?
     
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    Usually, content network brings in the less targeted and less converting visitors. This is not just mine experience but also the experience I've read in every case study I saw.
     
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    consultant said:
    I recently saw a post on here where someone made a comment about google adwords, along the lines of 'dont use the content network'.

    I have campaigns running on a few sites and, for a test, on one, I switched off content network and clicks dropped by 50-70%. As the business does not sell tangible goods, it is hard to say if sales have been affected, but, exposure has,so maybe it was not a wise site to test on, however, I was wondering what peoples thoughts on the content network are?
    Click to expand...

    If you are selling a specific product and want targetted visitors then never - but if you just want more traffic and exposure then yes but only if the cost per click is very low. It's a good idea to set the maximum bid to a much lower amount than for search results.
     
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    If its suitable for your business to advertise on the content network...

    Split your ads into separate campaigns - one for search, and one for the content network.

    This will reduce your CPC on your search campaign because you will be getting significantly higher CTR's.
     
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    VinceSamios said:
    If its suitable for your business to advertise on the content network...

    Split your ads into separate campaigns - one for search, and one for the content network.

    This will reduce your CPC on your search campaign because you will be getting significantly higher CTR's.
    Click to expand...

    False.

    Google doesn't count content network when calculating your CPC for the search network. Have you even read the official documentation required for qualified professional certification?
     
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    Toni Anicic said:
    False.

    Google doesn't count content network when calculating your CPC for the search network. Have you even read the official documentation required for qualified professional certification?
    Click to expand...

    Can you give me some more details on that because as far as i was aware VinceSamios is right.
    And please dont just quote googles official doc.
    Case studies have a habit of disproving a lot of what google says.

    Better still if mr gibbons is around can you clarify?
     
    Upvote 0
    I hate pissing contests....

    ...based on my own Multi-Mil£ account histories it is true.

    Google's "official line" and the truth, quite often walk separate paths.

    I strongly disrespect the "Google Authorised/Qualified" certifications. The plathora of companies and individuals that try to credit themselves by quoting this certification is depressing. If it was difficult, that would be a different matter.
     
    Upvote 0
    Toni Anicic said:
    I will quote Google. I trust Google to know what their product does. I can't believe we even argue about this. If this was wrong, Google could be sued for a pretty big amount of money, why the heck would they lie about it?

    adwords.google.com/support/aw/bin/answer.py?hl=en&answer=9559
    Click to expand...

    The page you reference is still too ambiguous to support your point

    Could a low CTR on the content network affect my ad position on search pages?
    No. On a busy content page, an ad has to compete more to get the attention of a reader than it would on a search page, so content CTR is typically lower than search CTR. However, content CTR does not affect the ranking of your ad on search pages.
    Click to expand...
    It doesn't say it doesn't effect your CPC.... simply ad position.
     
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    It's the same algorithm. Your ad position and CPC are directly related so if it doesn't effect the position, it can't effect the CPC. It wouldn't make much sence for them to write Q&A for every possible question and all of the question's variations (one word variation in this case) when the answer is pretty obvious.

    I'm sorry but I will not take your research over Google's official statement on the issue.
     
    Upvote 0
    Toni Anicic said:
    It's the same algorithm. Your ad position and CPC are directly related so if it doesn't effect the position, it can't effect the CPC. It wouldn't make much sence for them to write Q&A for every possible question and all of the question's variations (one word variation in this case) when the answer is pretty obvious.

    I'm sorry but I will not take your research over Google's official statement on the issue.
    Click to expand...

    That's up to you - personally I like to believe what I can see otherwise It's like blind faith in a "god" - similar principle.

    Which is completely besides the point when you consider the following:


    • If your quality score goes down, and your CPC goes up, you retain ad position.
    • If your CTR goes down and your CPC goes up, you retain ad position.
    so again, the Q&A you referenced is irrelevant.
     
    Upvote 0
    Most of my orders surprisingly are from the content network and CPC is lower than Google and the search network.I have campaigns were i totally ignore search and focus on content and it works well.

    I know content is not very easy to track,but it has worked well for me
     
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