Tips and Reasons

Google’s Content Network is not just limited to targeting those pages on the publisher network that are highly relevant and talk directly about what you offer to sell, as most advertisers think. A really effective strategy for advertising on the Content Network is creating secondary themes that are likely to convert.

Eg: Someone selling flowers online, apart from targeting websites that talk about flowers, might also want to target websites that talk about or sell chocolates. In such cases, their keyword theme would be something like:

chocolate
buy chocolates
chocolates online
send chocolates online

And the ad text should be something like:

Sending Chocolates?
Why Not Send Some Flowers Too?
Same-day Delivery Available Here!
www.flowers.com

Notice how the ad text tries to build a connection between the theme of the Content Network website and the theme of the advertised website. Advertisers who have used this technique have reported a noticeable increase in clicks and conversions coming from the Content Network. This method allows you to broaden your approach on the Content Network while maintaining high quality clicks.

Curious about how to figure out secondary and related themes? Watch out for our next post which will talk about a Google tool that will help you do just that.

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