Does Your PPC Management Firm use the Content Network?
April 17, 2008
Do you know what the content network is? If you don’t, it’s time you found out so you can get your PPC management firm’s thoughts on the subject.
Read an article on CNN.com or any other news site. Do you see the sponsored links on the page that are from Google? These are examples of content network ads and are a part of the efforts of PPC management.
So how does the content network affect your PPC management? Depending on your industry, the content network may or may not be a good addition to your PPC management efforts.
The content network is a default setting when you work with Google Adwords management. The real question is, however, do you need it?
Some industries see incredible results with the content network. If you have a firm that offers strong Google Adwords management, you should ask them how they feel about the content network. For some businesses, the content network can yield a higher number of conversions at a lower cost than the standard Paid Search efforts. Typically, lead generation companies will see a good return on content network ads.
Who else should be interested in the content network with their Google Adwords management? If you are looking for a cost-effective way to increase your company’s brand recognition, the content network can help. After all, you are only paying for the people that click on your ad, not for the number of times that your ad will be shown. In this way, you can see millions of impressions of your ads, but only pay for the relatively low number of people who have clicked on your ad.
However, there are a number of PPC management firms that will steer you far away from the content network. Why would they do that if so many lead generations sites see a great return on this form of online marketing? The answer is simple – lack of conversions.
For an ecommerce site, the content network rarely works. If a person is reading about remote controlled airplanes, they are less likely to click on the advertisements in the content network and purchase the airplane toy right away. These visitors are in the initial part of their buy cycle and are more likely to shop around, comparing prices. They aren’t likely to go to the ecommerce site and purchase without doing more research. Find out more about the content network and how it could affect your PPC management today.