I want to show you a simple five-step process to use the content networks of Google AdWords:
- Define ad groups narrowly, with one or just a handful of closely related keywords (synonyms). If you put too many or too different keywords into one ad group, you will never know which keywords bring clicks and conversions from the content network.
- Observe the statistics given by Google closely. It may take one or two days, but Google will show you, which websites produce clicks and conversions.
- Move every websites which produces conversions at a profitable cost from “automatic placements” to managed placement. You do this by marking them and using the menu item “Manage placement and bid”
- If you find websites which are producing lots of clicks but no conversions, block them by using the menu item “Exclude placement”
- Watch the statistics of managed placements closely. If you feel you could get more conversions from a placement at a reasonable cost, you can increase your bid. If you find the cost per conversion is too high, reduce the bid or remove the placement.
By using this 5-step process you can often get more conversions from the content network at lower prices, than you could get from the Adwords search networks with the same keywords.