How to transfer a "Search" Campaign to "Content Network"?

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lalaha

lalaha

Lobster Fisherman
May 20, 2008
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New Zealand!
Hey Guys,

I hope this is a reasonable question...

I have a profitable Adwords search campaign that has around an 8% ctr. When I tried moving that campaign over to the Adwords content network, I was just getting tons of impressions and no clicks.

Are there any specific things you guys change/add when you copy your profitable search campaign into the content network?

Thanks in advance!
 


From xmcp's blog:
If you’re an ace at search traffic(organic or PPC) it probably won’t translate into the content network. It’s a whole different beast. Getting people to buy something they searched for is one thing. But getting them to buy something they think looks kinda sorta interesting? Much different strategies are needed.
Click to expand...

I know it doesn't answer your question, just a try to get some more pointers from him.
 
great question. i cannot figure out the content network to save my life. i tried switching my search campaign to content and either i get zero impressions or i target too broad and get zero clicks. either way i get ZERO dollars. people tell me to target things related to my product or things that demographic would like....NOT...that doesnt' work.
 
You also need to write your content ads differently than your search ads. Search ads usually are for people who are actively looking for what you have to offer, while content ads are for people who probably aren't in buying mode and most likely will glaze over your ad. Use something catchy to grab their attention and then get them into a buying mood on your landing page.
 
lalaha, try reading this:

Author Archive - Search Engine Watch

its a 30 part series about the content network from David Szetela. i had more than a few 'a ha' moments reading this but haven't had a chance to put it into practice yet. the theory behind it makes way more sense than the usual crap i read from the "super" affiliate crowd and explains to me why i failed so miserably on the content network the first time round. i especially like the stuff about adcopy and targetting adsense themes rather than keywords to improve CTR.
i'll be testing this approach out next week and will report back.
 
itchy said:
lalaha, try reading this:

Author Archive - Search Engine Watch

its a 30 part series about the content network from David Szetela. i had more than a few 'a ha' moments reading this but haven't had a chance to put it into practice yet. the theory behind it makes way more sense than the usual crap i read from the "super" affiliate crowd and explains to me why i failed so miserably on the content network the first time round. i especially like the stuff about adcopy and targetting adsense themes rather than keywords to improve CTR.
i'll be testing this approach out next week and will report back.
Click to expand...
Great link, repped.

Most of my campaigns are on the content network so this should be a treat.
 
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