After my first blog, I realized there is enough to discuss about Content Match for each of my weekly blogs. However, I am not going to do that because there are various other important PPC advertising subjects that I would also like to cover. But before I move on, I would like to mention several additional critical details that need to be considered for those thinking about testing Content Match. Since each PPC platform interface varies, I am going to focus on using Content Match at Google AdWords, the largest Content Network provider available.
Most advertisers are likely unaware that they should only be using Expanded Match terms in their isolated Content Campaigns, where using Exact Match and Phrase Match terms is a waste of valuable time and limited space. At this time, for Contextual Advertising, Google only looks at the first 50 terms in each Ad Group. This is totally different than how search advertising works. Totally different! So if you have ad groups with more than 50 terms, they are not all being considered for your contextual advertising efforts.
Content Match involves identifying themes rather than specific terms. This fact requires advertisers to think differently when creating a Content Campaign. Terms that would never be used in a search campaign can be extremely effective in a Content Campaign. For example, an online golf store may succeed with the Expanded Match terms executives, country clubs and sports in their Content Campaign. These would be illogical terms to have in their search advertising account. However, with Contextual Advertising, these themes could trigger very appropriate content partners that may have otherwise overlooked this advertiser. Ultimately, conversion tracking data, when available, will determine what is and isn’t working. I would generally suggest that beginners initially focus their efforts on developing their search campaign(s), and then explore contextual advertising if there is success with search.
Advertisers should be aware that PPC advertising has evolved a great deal and continually becomes increasingly complex. Today’s PPC environment is a far cry from the cut-and-dry bid for placement concept initially introduced by Overture, which is why my next blog will review some reasons that advertisers may want to consider professional PPC management.