Knowledge is the Foundation To Success  

Our friends at Google recently shared with JumpFly an interesting technique for using the Google AdWords Keyword Tool when building a Google AdWords Content Campaign, and I thought it would be nice to pass it along. Of couse, this is not a foolproof method of building a Google AdWords Content Campaign and it does not guarantee success with Google Content based advertising, nor is it the only way to create a Content campaign, but it is a process certainly worth giving a try if you have never done it before.

Google AdWords Content Campaign Strategy

Step 1: Filter out the top performing keywords in your current Google AdWords Search campaign, putting the greatest emphasis on the keywords that are most relevant to the products you sell or most relevant to the services you provide.

Step 2: Individually type each term into a Google Search, using the standard Google search box you find at Google.com. For this example, we will use “golf shoes” as our keyword.

Step 3: Copy the Google URL that is generated in the address bar from the search. In this example, it would be –
http://www.google.com/search?hl=en&rlz=1T4GGIH_enUS259US259&q=golf+shoes&btnG=Search

Step 4: Using the Google Keyword Tool, make sure you have Website Content checked, then enter the URL above into the text box. Be sure to check the box labeled “Include other pages on my site linked from this URL.”

By following this process, Google analyzes the organic results, paid ads, and the sites being linked. You will then get a list of keywords that are grouped together by theme. You can then take these lists and create a Google AdWords Content campaign with a similar thematic structure.

Again, not the only way to create an AdWords Content campaign, but it is an interesting process to try and could generate some productive results for you to use as you see fit.

More about Jack

Google AdWords has, in the last year, given us a ton of new and interesting ways to place ads within their content network.  At first, the only thing you could do with Google AdWords content advertising was rely on Google to use your keywords to decide where the ads would be shown.  This didn’t function very well at all and gave “content placement” a bad name in the pay-per-click (PPC) advertising industry.

Then Google gave us the ability to restrict the placement on certain sites where we knew we did not what to show our ads.  Better, but . . .

Last year Google improved the process with a huge leap called AdWords Placement Targeting and we are now able to place ads very specifically on content sites based on our analysis of the Placement Report.  Remember, from my previous articles that the placement report will give you information on where your ad is performing at its best.  You can decide based on CTR and Conversion Rate whether a particular placement is profitable for you and adjust your campaign accordingly.

Now, Google AdWords just announced a beta test of a new way to place your ads – Interest-based Advertising.  According to their announcement, if you are a Google Interest-based advertising beta test participant, you will now be able to target visitors based on their interests beyond what they are reading right now.  This can be HUGE for advertisers – if it works.

Visitor interests will be tracked based on the types of sites they visit and their general activity on the Internet (much like Engage Media envisioned about 10 years ago, prior to their demise).  Users will also have the option of updating their interests directly with Google with the new Google Ad Preferences tool.  Google is also addressing privacy concerns by allowing web users to opt out of this new interest-based ad-serving feature using the same preferences tool.

One benefit to being a JumpFly PPC Client is that we are able to get our clients into beta tests fairly easily through our Google Agency Support team.  We will also be able to quickly assess whether a new program like this has promise and relay that information to our clients.

Check out more information on the Interest-based Advertising on the Google Blog.

Or find out how to apply for beta testing in the Interest-based Advertising Announcement by Google.

More about Kristie