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

This season’s PPC Advertising Super Bowl Winner is Google AdWords Content Match. Just last season, the masses were scoffing at Content Match and its lackluster results. However, this season, that has all changed. Google AdWords Content Match has risen from relative obscurity to now offer many advertisers a valuable avenue for attaining clients. We’ve recently mentioned this before here at JumpFly, but now more than ever, Content Match has proven to be a successful and critical part of many advertisers’ campaigns.

All account managers here at JumpFly have witnessed improved success rates with Content Match over the past six months. In fact, a handful of our clients actually receive 30 – 40% of their traffic and conversions from Content Match.

One particularly useful recent AdWords enhancement, Placement Targeting, enables advertisers to reach specific targeted content partners. When properly identified, successful partners can be isolated and focused on. Just yesterday I was looking at an account we manage where one specific content partner is isolated in an ad group with a high bid due to its success, and this single content partner is responsible for providing the majority of overall conversions for this particular client. Properly identifying and reaching this particular content partner for this advertiser was critical and proved to be the major factor contributing to this client’s success.

So if you have neglected to consider Content Match at Google, I suggest you reconsider. Content match advertising requires a different style setup than search engine advertising, and requires using different reports to fine tune and adjust results. However, the extra effort just might give your business the edge it needs to succeed in today’s increasingly challenging economy. Hopefully this highly coveted PPC Super Bowl victory will help give AdWords Content Match the respect it so badly deserves.

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Are Google AdWords Image Ads the way of the future? Will graphic representations soon replace all those text ads filling the Google landscape? Probably not any time soon, but it certainly wouldn’t hurt to take a closer look at trying Google Image Ads as an additional marketing tool for your business, especially if AdWords is performing well for you.

Google Image ads appear on select Google Content Network sites. By integrating the proven targeting of AdWords and the appeal of graphical images, image ads can help you reach an entirely new audience for your product or service. The key difference between the old banner ads and Google Image Ads is that the Image Ads can be matched to a website page’s content. This added level of targeting helps focus the Image Ads on the audience you want to reach, allowing you to better spend your advertising dollars on the customers you want to attract. Some Content Sites only show Image Ads, so the only way to reach some of this audience is by adding Image Ads into your marketing mix. You can even use Flash ads, giving your product or service a little bit of extra pizzaz.

JumpFly is happy to announce that we are now offering high quality image ad production for PPC management clients. There are eight different sizes of Image Ads you can run, so there is a nice variety of potential ads you can create. You can advertise with a large 728 x 90 Leaderboard Ad, or use a smaller 200 x 200 Small Square Ad. One can only wonder if graphical ads are the next evolution in the PPC marketplace. You may want to venture into those waters now while they are still shallow. You may reap the benefits much quicker than those who wait timidly on the shore.

More about Jack