Zen Of Internet Marketing

If you want to make money with Adwords, you will need to keep up to date with the new strategies that are constantly appearing, as well as keeping pace with the changes that Google makes to its Adwords policies.

In 2007 we all learned to ‘kill’ the competition with Day Job Killer. Hard on the heels of that ground-breaking ebook came the spy programs that let you track your competitors’ ads, copy them and (in theory at least) blast them off the face of the search engines. Unfortunately some of these systems charged a very high price for membership.

So there were a lot of advertisers who could not afford those systems or maybe simply did not want to spend all of their time tracking, spying and tweaking in order to cover the cost of their membership. They began to look around for a new direction, and early in 2008 we saw the first hints that marketers were rediscovering something that they had previously considered dead - the content network.

If you are new to Adwords in the last few years, you may not know that the content and search networks were once united. Google split them in order to give more control to advertisers, and most advertisers immediately turned off the content network for their ads because of the click fraud that had previously been suspected by owners of content web sites.

However, times have changed and click fraud is no longer a serious problem. Google now shuts down any Adsense account suspected of ‘invalid clicks’. This is bad news for the Adsense site owners who can now be put out of business by any bored visitor who repeatedly clicks on their ads. But for Adwords advertisers, it means that the content network is up for grabs again.

The content network has several advantages over the search network. First, the cost per click is generally lower. Second, you do not have to fight off the competition in the same way. Third, you have a lot more control - you can specify the exact sites where you want your ad to show.

The last point there is very important. When setting up a campaign for the content network, always specify target sites for your ads. In fact, you should specify not only the site, but the exact pages of the site.

Just like advertising on the search network, you want to make sure that the people who see your ad are very interested in your product. You don’t want untargeted clicks. So for example if you are promoting an exercise treadmill, you want your ad on a fitness site, but not on pages about weight training.

It is also better to limit your advertising to sites that display their Adsense above the fold - that is, the ads are visible on the screen without scrolling down. Toward the top left of the screen is the hottest area, that’s where you really want your ad to be.

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This entry was posted on Sunday, May 25th, 2008 at 9:41 am and is filed under Advertising. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.