My Google AdWords Content Strategy

This is an interesting trend that I have seen across many accounts on Google AdWords: conversions to sales from the content network.

So, if you have an AdWords program what is the best practice for trying out content without it sapping your entire click budget? Well, this is what I do. First, I do not move into content until the account is mature and is generating conversions. Typically I start an account out slowly. We start with Google.com only, then expand to search partners. Once we have health and a nice conversion history, I set up a separately funded content campaign and use a small very general keyword list for content. I typically spend around $.10 to $.75 per click depending on the product and typically keep the budget at $5 to $20 per day depending on the overall advertising budget.

I roll the content program for two to four weeks and evaluate if content looks like a bet for the customer in regards to generating conversions. I have had good success with this strategy and have really been able to stimulate additional conversions for certain accounts. I have however found that not all products and services are a good match for the content network. From my point of view the key is the budget delimiter and general but on target keyword list.

Try this out on your AdWords account and let me know how this works for you. You may find out that using the content network smartly you can increase your account conversions with a realistic return on investment.