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Anyone wanting to make money with Adwords needs to keep in touch with the new strategies hitting the internet, as well as Google’s own policy changes.
In 2007 it was ‘kill your competitors’ with Day Job Killer and then the many and varied spy systems that tracked your competitors’ ads so that you could copy them and blast them out of the water. Some of these systems were on a hugely expensive membership plan.
In the wake of that, people who could not afford such memberships or did not want to spend their whole lives tracking, tweaking and testing Adwords ads began to look around for new ideas. So in early 2008, internet marketers rediscovered something that was long considered dead - the content network.
If you are new to Adwords, you may not realize that the content and search networks were once one and the same. Google divided them so that advertisers could have more control in the days when click fraud was prevalent, and most advertisers immediately turned off the content network for their ads.
But times have changed. Click fraud is not the problem that it used to be. Google now closes the accounts of anybody suspected of ‘invalid clicks’. This is a problem for site owners because it means that any malicious kid can put them out of business by clicking their ads over and over. But for the Adwords advertiser it means that the content network is usable again.
The content network has several advantages over the search network. First, the cost per click is generally lower. Second, you do not have to fight off the competition in the same way. Third, you have a lot more control - you can specify the exact sites where you want your ad to show.
The last point there is very important. When setting up a campaign for the content network, always specify target sites for your ads. In fact, you should specify not only the site, but the exact pages of the site.
Just as you would with search terms, you need to target pages that are as closely related to your product as possible. For example if you sell garden spades, you will want your ad on a site about gardening but not on the pages that relate to indoor plants.
It is also recommended that you only advertise on sites that have their Adsense ‘above the fold’ - i.e. the ads are visible on screen immediately when the page is opened, without scrolling down. If they are in the ‘hot’ area toward the top left of the screen, that’s even better.
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