Quote Originally Posted by Kamran Chowdhury
Very helpful advice, but in my experience, the best results come from the search ads rather than content network...maybe I need to search the content sites beforehand like you adviced, and then rinse and repeat.... I pray both of you have good health and long life
Thanks for the prayers.

As far as your results being better in the search network, it is probably because you try to approach the content network with the same strategy and that is the biggest mistake because they are two completely different animals.

Reason 1:

Your ads on the search network are triggered at the keyword level, which means that your keywords, ad copy, and landing pages all have to be parallel and relevant to get a high quality score which equals lower costs per click, high ad placement, more impressions, automatic matching, etc.

However on the content network, your ads are triggered at the adgroup level, which means Google themes your adgroups based on the keywords within each adgroup and delivers them to the places they feel are most relevant within their content network. Also quality score is not a very big deal on the content network like it is on search.

Reason 2:

There is this thing called placement targeting that you don't get with the search network, which is the secret to really taking advantage of the content network. You have the ability to place your highly relevant offer in front of a very highly targeted group of people. It doesn't get any better than that!

Reason 3:

Content network advertising is like interruption marketing, which means you are actually trying interrupt someone while they are trying to do something else. The are not currently seeking what you have to offer. But if it is relevant to them and sounds like an incredible deal to spark their curiosity after you turn their attention away from what they are doing, they will click through to your ad.

Once they click through, then you have a totally different beast in converting them because you have to practically offer them something that is a no brainer because remember, they were not looking for what you have to offer. Conversion tactics are also a totally different science, which is also key regardless of any type of advertising you are doing.

The search network is much different because people are actively searching for whatever you may be offering which makes them more likely to be in a buyer's mode because they are looking for something specific.

I always tell people I consult with and my friends that each network has its own science. There are very stark contrasts to strategy from one to the next and many people don't understand this so they think the content network is a waste.

Nothing could be further from the truth.

Tommie