Creating Contextually Targeted Campaigns

March 7, 2008

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I am sure that many advertisers and affiliate marketers did not read the Adwords Learning Center which doing that will be enough to understand how adwords works and get some great tips. Many affiliate marketers that have blogs have been saying that Content Network is not good. But they forget to say that for “newbies” or “starters” is not good because it works very different from Search advertising. Here is a small guide from the Adwords learning center that you HAVE to read if you use content network.

How do you create a campaign specifically for content? Start with the basics. That is, organize your campaign around a single campaign goal (See Organizing Your Account for details.) Then, create ad groups around a common theme and pick some general keywords that fit. Unlike search advertising where you often look at keywords individually, keywords used for contextual targeting should be woven together collectively under a common theme.

Campaign strategy: As discussed previously, create a separate campaign when targeting the content network. To do this, create a new keyword-targeted campaign in your account. Then go to your Edit Campaign Settings page, and select ‘Content network’ under the Networks section.

As always, make sure that your budget is set to a price you can afford and that you only target locations and languages to which your services relate.

Ad group strategy: Create at least three ad groups, each around a common theme. The idea is to bring additional traffic to your site by covering the entire market for which your products or services relate. For example, create one ad group around the exact product or service you’re offering; a second ad group around similar products or services; and a third ad group around your audience demographics.

Next, create a keyword list that fits the theme of each ad group. It’s useful to include both general and specific keywords.

Finally, create multiple ads for each ad group. Try intermingling different ad formats, like text ads with image ads. To keep everything related, choose the same destination URL for every ad in a particular ad group.

Here’s an example of how a pet supplier might organize its account with the goal in mind to sell more dog supplies.

Ad group 1: Direct product theme (dog supplies)

Keywords

dog supplies
dog products
dog food
dog treats
dog bones
dog crates
dog collars
dog beds
leashes
dog shampoo
-cat
-fish
-pet
-training
-adoption
-guide

Ad group 2 theme: Complementary products (pet supplies)

Keywords

pet supplies
cat supplies
fish food
cat food
pet products
animal products
-training
-adoption
-obedience

Ad group 3: audience theme (dog owners)

Keywords

Dog Day Care
Dog Walkers
Kennels
Dog training

Follow these tips when creating your own contextually targeted campaign:

Do

• Create separate campaigns for contextually targeted ads and search targeted ads.
• Set your bids at the ad group level.
• Base each ad group around a single theme.
• Test different ad formats (text, image, video).
• Point all ads in a particular ad group to the same destination URL. The more specific the landing page, the better.
• Create short keyword lists.
• Use negative keywords.
• Write compelling, specific ads. (See Writing Targeted Ads or 31 Killer Writing AdWords Ads Tips.)

Don’t:

• Create different destination URLs per ad group.
• Bid at the keyword level.
• Use keyword matching options.
• Include both singular and plural keywords.
• Have more than 50 keywords per ad group.
• Create just one ad group per campaign.
• Choose generic landing pages for each ad group.

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Posted in Affiliate Marketing / PPC