The AdWords Content Network has always been somewhat of a mysterious animal to most marketers. So much potential, so very, very difficult to manage.
But Google’s been doing an excellent job developing their content network algorithms, and recently a new “cast your net” strategy has been suggested. We’ve been aggressively experimenting with the cast your net content network build outs, and are pleased to report it’s a VERY powerful way to gain traction, but ONLY if you really understand the way the content network works.
In this 14 minute video, Jered Klima (the Content Network Exorcist at RocketClicks.com) and I review the ins and outs of the new strategy, step by step. Definitely worth your time.
Hope it helps,
Glenn 
Part One
Part Two
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{ 18 comments… read them below or add one }
Hey Glenn,
The video was removed from uTube because it was too long.
Please tell Jered I said Hi.
Yoav
Glenn,
Love your stuff. Please, please get this video back up.
Tom
Hi Glenn,
Please post the video again, it seems to be too long.
/Daniel
“regular youtube videos”?
Try to upload it onto Vimeo – much better quality.
Youtube sucks with the quality.
Tom
I really want to watch this but is was taken down from You tube because it is too long – can you send it to itunes?
Sorry everyone … I saw this right away, but not before over 100 of you got to the blog. IT’S FIXED NOW!!!
Glenn and Jared,
Excellent strategy, thanks. I am going now to implement this. Great.
Dear Glenn,
Thanks for your video, very insightful!
We are going to test here in Google NL.
Jaap & Pieter, SEM Consultants from Holland
Hi Glenn,
I still cannot watch the 2nd video. When the first one finishes, I press play to the second one but it does not run.
Thanks for the content
I’m sorry, after sending my comment the video just worked ok.
Hey-Great video, for each of the keywords , what match type do you use?
Hey Glen, Jarod. It’s fabulous that you talk about the content network. Could you please on one of the most asked questions regarding the content network in one of the next sessions, which is:
How can I get more impressions on the content network?
It seems that Google is testing every campaign initially, but then many campaigns run out of impressions. Why? What are factors here? Is it CTR, is it competition or is Google even acting on some campaigns and slowing them down?
Also with placements, CPM seems to kick off very slowly. Even if I bid a very high amount, the ads dont get rolling on the content network. The though is that if I have converting sites, I want to buy all of the inventory so I pay a high CPM just to get going, but I dont get a lot of reach, even less than on the lower paying CPC camaigns on those placements. What is the background here with CPM placements?
Cheers,
Myrko
videos were good, i have been experiencing mixed results with different match types though. but i would like to prefer with exact one for now
Re: Thumoney 08.23.09 at 5:54 pm
That’s an excellent series of content network questions and I’d certainly be interested in what Dr. Glenn & Jered had to say about them.
Glen,
Thanks so much for the wonderful things I have learned from you over the last several weeks!
I have a question about this \’casting your net strategy\’. If I\’m understanding correctly the purpose of it is to allow Google lots of freedom to show your ads all over the place and you monitor and see what produces and cut what doesn\’t.
I tried this strategy of 1 keyword per adgroup in the past on the content network. Originally I got hundreds of thousands of impressions. Within a few days Google cut my impressions to about 5-10%, basically killed the campaign.
I was under the impression it was because I didn\’t play by their rules of using about 20 keywords per adgroup. I had heard that on the content network they had human reviewers and some of these didn\’t like the single keyword per adgroup strategy whereas others accepted it.
To me the best part of the single keyword per adgroup strategy is that you can track keyword performance instead of adgroup performance.
Also I\’d like to hear more about the use of different match types on the content network.
Thanks,
Lane
wow this is neat! thanks Glen!
Hi Glen,
Thanks for the video. It’s true that there are a lot of Internet marketers who don’t use the content network. That’s crazy considering how relatively cheap it can be to use.