Where (Online) to Display Your Ad Jim Jansen College of Information Sciences and Technology The Pennsylvania State University

What is Keyword Advertising? Keyword Advertising (a.k.a., sponsored search) is an advertising medium driven from search engines typically follows a cost per click (CPC) model -> only charging a fee for visitors that reach your website via a click on a sponsored ad S ads appear two ways: search placement and content placement. –Search Placement - Ads appear when searchers query for a particular term that you have elected to bid on –Content Placement - Ads appear when relevant content is served from the search engine partner (i.e., other Websites, such as news sites, industry sites, personal homepages, etc.)

Example: Search Placement

Example: Content Placement

What is Keyword Advertising? Keyword Advertising (a.k.a., sponsored search) is an advertising medium driven from search engines typically follows a cost per click (CPC) model -> only charging a fee for visitors that reach your website via a click on a sponsored ad Sponsored search ads appear two ways: search placement and content placement. –Search Placement - Ads appear when searchers query for a particular term that you have elected to bid on –Content Placement - Ads appear when relevant content is served from the search engine partner (i.e., other Websites, such as news sites, industry sites, personal homepages, etc.) based on content We have been focusing so far just on search placement ads … now that we have the hang of that, we will add content placement

What does the content placement process look like?

Google’s Network: In addition to Google, itself … Google’s Search Network Partners Google’s Content Network Partners Google’s Gmail

Google Network By Default, your ads appear everywhere –Google search results pages, alongside or above the search results –Global search network, alongside or above the search results –Content sites, displayed as text ads (gmail is included) This is good business for Google Whether it is good business for you is something that you need to determine How do we determine this?  We will separate our traffic into at least two campaigns

Separate Campaigns for Each Network We will run one campaign on the Google and Google Search Partners and, we will ‘copy’ this campaign structure for the content network. Why do we do this? –To make analysis and performance management easier (the content network generates a lot more impressions but few clicks compared to the search networks) –Bids are lower –The ads need to be different

But Wait? Do I have to do re-create all my campaigns from scratch? That’s a lot of work! No – use the AdWords Editor!

How Do We Manage Our Ads on the Content Network? Note that there is *no* search network

How Do We Manage Our Ads on the Content Network?

Can also exclude sites …

Key Notes about the Content Network? Don’t place ads on sites that are irrelevant to target customers Don’t use the same ads on content sites as on the search results page … different stages of buying, pull vs push Don’t bid the same … bid lower! …quality of traffic is lower Do use campaigns that are theme based versus keyword based (i.e., depends on the sites your ad shows on)

Exercise Using Google AdWords Editor, copy your campaign and create a duplicate campaign focused on the Content Network. Select specific sites that you want your ads to appear on (note: need to check that they run AdSense, which another name for the Content Network) Set-up bids and generate new ads (content ads have to SCREAM to get attention!) Jansen’s suggestion: start very focused on a handful of sites and very low budget Reminder to use the Content Placement tools in Google AdWords

Also, reminder About Pre-Campaign Reports? The report (in the state that you would submit it to Google) is due to me Thursday 4 March You will get it back over Spring Break with feedback Sorry, no to little class time. You now have all the stuff you need for the pre- campaign report. Team leaders: after exercise, reminder of class time is yours

Thank you! (reminder to do your daily logs) Jim Jansen College of Information Sciences and Technology The Pennsylvania State University