Our Google Team, from the Boston office, came for a visit today. It is always nice to put faces to those voices that you hear every week. It is also invigorating to have them throwing ideas our way and really being able to brainstorm for clients and an overall strategy. Plus, they came bearing gifts! We were each given a Google apron and a Google cookbook. I’ll have to test out some of these recipes and let you know how they are.
The main thing they were interested in discussing was the Google Content Network. This is their big selling point currently. It has evolved into a more dynamic system and they are constantly learning how to master it. The way they recommend structuring campaigns and ad groups have changed over the last year, now lauding the advantages of separating the Content and Search network campaigns; doing so helps to better monitor and manage the two networks individually, as they are two very different animals.
You may have different budgets in mind for these strategies, and the bidding is easier to manage this way. In Search, Google recommend using up to 50 keywords in an ad group. In Content, however, they once recommended throwing upwards of 40 keywords into a Content campaign ad group, but things have changed as they become more knowledgeable and perform more tests. They now recommend using only 5-10 keywords. These keywords are going to be broader than keywords you would be willing to use within the Search network since Content terms define campaign themes and subjects where the audience may be browsing.
The ads you want to use for Content may be very different than those used for Search also, because you are potentially reaching an audience at a different time in the buying cycle. You may want to show a different message to this audience. If you are using display ads, it is also helpful to create a separate campaign once again for these. The bids are often times more expensive than those for text ads in the Content network. This is because of the placement that you should be aiming for with display ads.
In the end, we learned of some new ideas and new ventures, but the main point remained the same: Content is going places and we need to keep up.