PPC in 30 Days, Day 9: Setting up an AdWords Content Network Campaign

Now that you have your AdWords account and you’ve set up your AdWords search campaign, it is time to take a closer look at setting up an AdWords Display Network campaign as part of your pay-per-click (PPC) campaign.

The AdWords Display Network campaign, previously known as the Content Network, allows the user to place assembled ads in specific locations during PPC campaigns. This provides the opportunity to connect with a wide variety of users. This campaign setup is similar to an AdWords Search Network campaign, but differs in terms of ad locations. This campaign uses more of the partner sites connected with the Google network, rather than Internet standard searches through Google.

The Display Network campaign is designed to use sites that have a relationship with Google, such as YouTube. According to “What are the Benefits of the Display Network?” the Display Network can reach more than 70% of Internet users. Google states that if firms do not see results, they may reduce the cost of bids for various sites.

The creation of a Display Network campaign is accomplished by selecting this option during the setup process. It is important that firms differentiate this from the Search Network campaign option, as it may be more strategic to put varied content into the different Google tools. As with other PPC campaign tools, firms needs to set their budget so that an appropriate number of ads can be run over a period of time instead of saturating the market with Riverside divorce attorney advertisements all at once and exhausting their budget at the beginning of their campaign.

Once ads are created through the Display Network, it is important that a firm takes steps to track where the ads were placed and how they performed. The Google tool can provide professionals with this information so that each campaign can be measured for effectiveness.

In Day 10 of PPC in 30 Days, we’ll review how to best target your audience through pay-per-click ad settings.