How to Effectively Plan Content Campaigns…
November 29, 2009
As the search space becomes more and more competitive, and the Adwords content network has widened to include more ad networks, it is vital to have a game plan…
The following is a big picture strategy, a 1-2-3 approach, to effectively enter the content network…
The Treasure Hunt…
Build your campaigns/adgroups as you typically do, looking for 
the “money keywords”, those phrases that bring your business profit! If you were looking for foxes… this could also be called the “search posy”, phase ;)
This search campaigns phase is the beginning of getting to know your prospects, finding those ads that resonate, and the bulls eye keywords that really bring you business.
photo by: gingiber
The Jungle Expedition…
This next phase involves setting up Text ads on the content network, 
utilizing enhanced content campaigns, showing your ads only on adgroup contextually relevant pages. Here we utilize more flamboyant messages in our text ads, I like to call them “animal calls”, as we are now in “interruption mode”, appealing more to an emotional trigger perhaps, as compared to search ads.
photo by: jsgphoto
The Multimedia Circus Tour…
This next phase involves setting up banner ads, flash ads, video ads, utilizing the emotional triggers we found during the “jungle expedition”; incorporating these messages into appealing banners, 
really grabbing the viewer’s attention. As always, we’re doing A/B testing, ie. testing one banner ad against another.
The content network can be leveraged very effectively utilizing this step-by- step approach. In hyper competitive search markets, depending on your profit margins, this may be your only means to succeed!
photo by: Tatiana Cardeal
1 comments:
As a writer, my interest with PPC typically falls in the keyword realm. Selecting the right keywords is important, which is why conducting analytics reporting is even more important. If you're a small business, you most likely will not compete with the "big boys" for the keywords you want to target. Try focusing on geo-targeted keywords or words that have less competition. I believe the local marketing, or hyper-local marketing, will be the wave of the future, as more companies (even major corporations) will try working their ways into local markets, where a majority of sales happen.
Post a Comment