Tip: Using Google’s ‘Wonder wheel’
Posted by yhk on Sep 20, 2009
As discussed in the last post, here we are going to talk about how an advertiser can come up with related themes for their products to advertise on Google’s Content Network. We would like to introduce Google’s ‘Wonder wheel’…tada! This tool will help you come up with related themes to what you actually offer. Lets take an example to understand this better. Lets say an advertiser is selling ‘yoga mats’ and he is trying to create and target secondary themes. To access the tool and get suggestions, he should:
First go to Google Search and perform a search for the product ‘yoga mats’. Next, he should click on the little plus sign right below the search box, as seen in the image below.
After that, he should see a navigation panel on the left-hand side of the page which should have the link to the ‘Wonder wheel.’ Once he clicks that link, he should see a diagrammatic representation of the original search query with the related ones. A screenshot below. He can also click any of the related searches and get further related themes like in the second illustration below.
Content Network Tip: Using Secondary/Complimentary Themes
Posted by yhk on Sep 17, 2009
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.
Reasons to Advertise on Google’s Content Network
Posted by yhk on Sep 12, 2009
Click here for the article on PepperClick‘s Blog
Tip: Use Google’s Ad Planner Tool
Posted by yhk on Sep 11, 2009
With Google’s Ad Planner tool, you can create media plans for your business and find the audience you are looking for on the internet. This is a 
stand-alone tool which is not linked to AdWords, but it will also show you which websites support Google ads. To get a brief introduction to this tool, watch the video below.
Also, for a more detailed look into this tool and how you can use it effectively, see this recorded webinar by an expert at Google. It talks about what the tool is and its features, and also includes a demo of how the tool is used.
To summarize, here are the features:
- Search and categorize websites on the internet by demographic data (allows you to target only those websites for advertising that match your typical customer’s profile)
- Drill down based on potential keywords your customer/user might search on or similar websites they might visit
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For those AdWords advertisers who believe that targeting the Content Network in general has not really worked for them, this is an answer.