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
Many advertisers feel that the Content Network is not effective and just boosts up their AdWords costs. Well, from my experience with AdWords accounts, I would say this is far from the truth. Those who say this, have not understood the potential this network holds and do not actually know on how to tap it. Did you know that people spend most of their time online on Content Network websites? In this post, I will include a few reasons why you should advertise on Google’s Content Network.
With the Content Network you can:
- target a much wider audience than the search network (people exhaust the potential on search and that is why this is all the more important)
- target people who may be interested in what you have to offer
- target the passive market (search is when people actively look for what you offer)
- target the type of web pages that your typical customer reads (Eg: people selling cameras might want to target pages that have reviews about the cameras they sell)
- drill down to websites that actually work for you and exclude the ones that don’t
- create a massive branding campaign and get noticed online
There is no one way of approaching the Content Network. You have to experiment with different keyword themes and ad copy to come up with that structure that really works for you.
Access the Content Network videos (10 of them) in a playlist created on Google’s YouTube business channel here.
8 Reasons to Use Pay Per Click (PPC) Advertising
Posted by yhk on Jan 6, 2009
Pay per click advertising has developed into one of the most powerful online 
advertising tools today. The increase of search queries at Google, Yahoo! and Live, translates to more traffic (potential customers and clients). These major search engines offer you paid advertising programs where you can have your own Full article »