Secrets of the Content Network Revealed
December 11th, 2007 by 
Amit
The Google Content Network is best described as a powerful mysterious beast that many affiliates fear to even turn on.
We’ll if you haven’t figured it out yet, let me tell you:
There’s a FREAKIN’ FORTUNE to be made on the content network. So ALWAYS TEST IT.
I’ve had a lot of success with the content network and still learning more about it all the time. My friend Geordie Carswell recently wrote a fantastic post about the Content Network, based on Google’s blog post on Content Keywords.
A lot of what Google finally ‘revealed’ about the content network I had more or less suspected:
- Google bases your ad placement based on the theme of the keywords in the adgroup (not the individual keywords), so it’s good to have a tightly targeted theme. If you have tightly targeted adgroups then this is not a problem.
- Broad, phrase, and exact match don’t matter for content, that’s a given based on point #1
It’s reassuring to hear these above points-which I had long suspected were true-from the horses mouth itself!
Now here what surprised me:
- Adding duplicate keywords into multiple adgroups to capture a theme such as flowers!
- Adding negative keywords, and lots of them.
I wouldn’t recommend the duplicate keyword method unless your content network traffic is converting REALLY well and you’re looking for ways to increase your traffic.
However, adding negatives is a killer idea.
Haven’t touched the content network yet?
Here’s what I suggest:
- Get your stuff on Google Search FULL OPTIMIZED first. I mean the whole ball of wax: adjusting bid positions, split testing your Google ads, expanding your keyword list, adding negative keywords, etc, etc.
- Use Adwords Editor : Go to the ‘Campaign’ tab and select the campaign you want to switch over to the content network. Hit Ctrl-C (Copy) and then Ctrl-V (paste). This will make a copy of your campaign. Now add ‘-Content’ at the end of your campaign and change the campaign setting so it’s Content ONLY!
- Now just upload your new Content campaign to your Google account and let it run . You’re going to have to adjust the bids since the conversion rate on Content and Search are different - even at the adgroup level. Just collect data and made adjustments as necessary.
Do you know what’s REALLY cool about the content network?
You don’t have to worry about minimum bids.
SO SWEEEET!
adwords editor geordie carswell google adwords google content network
Posted in Google™ AdWords | 
Hey Amit,
Thanks for consolidating that info. I haven’t done much on the content network for my B2B clients because they haven’t come close to tapping out their search traffic (low budgets so testing by conversions is slow).
Question - in general, what percent would you say content network bids are compared to their search campaign counterparts. I know that varies widely depending on the market, but if you could throw out a ballpark… also, is your strategy for content network to bid fairly high to get more impressions or do you shop for the cheapest clicks.
Hi Amit,
I’ve been doing EXACTLY the above for my affiliate business on the content network for years! Many times I use direct-linking to merchants (without a landing page). I can tell you that just the content network generates 5-figures per month. It does take ALOT of testing to come up with the correct “theme” and “product/offer” combinations. Plus, sometimes it takes time for a content campaign to “bake”, meaning it may be a week or so for traffic to start coming.
This is very interesting. Zac Johnson uses the exact opposite method of what you recommend. He tests most offers on the content network and then creates his search campaigns.
Any opinion on that?
Also when you use content network do you direct link or still push to your landing page?
It is interesting to know that you are actually making money on Content Network.
My research shows that when you have content network enabled, your ads show up on the zillions of parked domains (or domain for sale).
Is that the primary source of your traffic ?
More importantly, is that the traffic that converts ?
Thanks.
Nice write up Amit, quite helpful too.
@ Andrew: Amit and I do PPC a little differently in the beginning phases. What I like to do is run a ton of offers and see what works, then I work at which perform or come close. So I don’t focus heavily on 2-3 super huge campaigns, but look for reasonable margins across a decent amount. I believe Amit likes to focus heavily on a small amount of campaigns, then master the heck out of it in mass volume. I think both ways work great.
In my Super Affiliate’s Guide to PPC marketing, I recommended using the content network because it makes it a lot easier for the rookie advertisers to get going. There is no need for a landing page and if you hit the niches right, you can get quick volume and at lower rates than regular Google Search.
I agree with the content network.
I use a CPC min bid at a dirt cheap price, and can usually get 100 or so new list members on a daily basis.
Works great!
I then use the search (keyword) marketing for specific pages. But majority of my members come from content networks.
Its a goldmine.
Man, I have a long way to go.
Warm Regards,
The True King Carlos
Hi,
Thanks for the interesting post.
Would you recommend using the content network even in retails or just on leads and information products/software?
I agree the content network can definitely be a gold mine of cheap traffic that converts very well.
Hi Amit,
Great tips!
Last week the Google Adwords team visited my office to have a meeting with us, and they recommended the same stuff as well (well, there were more details, but overall it’s the same)! =)
Cheers!
I sent up a 6 campaigns in adwords for an auto program with the content network and bid up to .20. I’m not getting a single impression though.
each group has about 10-20 keywords.
Help!,
Check your date range in the Adwords options.
REC, Amit,
I’m bidding up to .35 on a keyword in the loan industry and only had 16000 impressions with 1 click.
What should I do?