Knowledge is the Foundation To Success  

Free Branding and New Sales Opportunities in PPC Advertising 

Wouldn’t it be great if you could put your company name or logo in front of thousands, tens of thousands, even hundreds of thousands of people and not have to pay much for it, if anything at all? Wouldn’t it be great if you could splash your company name or company logo across dozens, hundreds, even thousands of different websites? Wouldn’t it be great if you could build brand/business awareness and announce your existence to a broad spectrum of people who might very well be interesting in learning more about your company?

I’m hoping you are answering yes.

Wouldn’t it also be great if you could put the power of Google to work for you doing just this?

Still saying yes?

Okay, then it’s time for you to implement Image Ads in your Google AdWords campaigns. Using Image Ads on Google’s vast content network, you can literally put your company’s name, your company’s logo, visual images of the products you are selling in front of hundreds of thousands of eyeballs. And the beauty of running a CPC Image Ad campaign on Google AdWords is that all these hundreds of thousands of impressions won’t cost you a dime unless someone actually clicks on your ad. Here at JumpFly, we have seen many clients experience impressive results with Google Image Ads.

Another plus is that your low click-thru rate on Google’s content network won’t negatively impact your regular search traffic quality scores, so if you do get hundreds of thousands of impressions and very few clicks it won’t work against you.

Of course, you certainly want to get some clicks and sales out of these Image Ads, too. The good news is that conversion tracking does work with Image Ads, so you can track profitability as well as use this is a powerful branding mechanism.

More about Jack

Content match provides an excellent opportunity for corporate branding, or the creation and dissemination of a corporate identity. Content match enables advertisers to realize tremendous exposure at an affordable cost, but also presents potential hazards if not properly setup, monitored & modified.

Today, I reviewed one account that I am familiar with to provide a specific example of Content Match’s potential reach; I’ll refer to this as Client X. I am going to refer specifically to Google AdWords results for this example.

In the past 2 weeks, Client X received a total of more than 2 million impressions via Content Match compared to just over 100,000 search impressions. The 2 million content generated impressions resulted in 529 clicks, costing about $300 or $0.17 CPM (cost per thousand impressions). Of those 2 million+ impressions, 1.5 million were contextual and 500,000 were image ads. Client X does have conversion tracking in place and Content Match provided conversions at a cost in line or lower than the cost-per-conversion associated with search.

Though content match exposure is less targeted than search generated traffic, it certainly represents a great way to reach out to an enormous audience that can increasingly be better targeted. Google is improving this all the time. Client X will receive over 4 million page impressions this month thanks to Content Match. Numbers like that represent a substantial base of potential customers for any business. However, Content match success does not come without challenges.

Content Match requires a unique setup, lower bids to start and ongoing monitoring to check the websites carrying your ads. At this stage in the game, reviewing the content providers is still incredibly important. I was able to use Client X’s analytics data to identify a handful of websites where this client’s ads should not have been running, and then used Google’s Site Exclusion Tools to block those websites. This step is critical. There are still some questionable content partners who need to be monitored. In the end, Content Match can be quite powerful, but use caution or consider professional PPC Management.