Keyword vs. Content Targeting

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So you can do both, It’s quite easy. Google recently has been on a bit of a push to get people onto its content network. You can’t blame them, they run an auction based system and the more competitive the search term (or place) the more money they make.

Oh yeah, content targeting are the ads you see on other sites, my favourite being the New York Times (am I revealing that I read too much American press?). They are the same as normal AdWords ads, but they can run on sites outside of Google through their AdSense network.

I’ve never seen as high click through rates on content targeting as I have on Google keyword targeting. I think it’s because content targeting is interrupting your market and keyword targeting is making it easy for them to find you*.

That aside, content targeting is seen by far, far more people than keyword targeting, so the low click through rate is mitigated by the number of clicks. Content targeting works and adds clicks and thus opportunities to meet your goals.

I’ve found that content targeted ads work best when the ad text is written specifically for the content network and you select your placements well. I often choose to run an ad group targeting the placements only. The click through results I see are about one tenth of the same ad group targeting keywords, so make sure you bid by clicks rather than by impressions!

*Insiders note - The click through rates I’ve seen are about the same as click through rates for IBM email sends. Think under 0.5%. Interruption marketing doesn’t work anymore.

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