PANELIST: Shelley Ellis, CEO, Shelley Ellis Consulting

1
Content Targeting

• PANELISTShelley Ellis CEO Shelley Ellis
  Consulting

2
Content TargetingCategory Negatives What is a
Category
3
Content TargetingCategory Negatives Examples for
Using Category Negatives

• Fighting with husband/boyfriend showing sites
  for fighting colds and for UFC/MMA fighting
• categoryHealthgtgtHealth ConditionsgtgtCold Flu
• and
• categorySportsgtgtCombat Sports
• Cheating Husband/Boyfriend - showing sites for
  how to cheat on video games
• categoryGames
• or
• categoryGamesgtgtVideo GamesgtgtCheats Hints
• Through Google AdWords category exclusions gt
  sites
• Through AdWords Editor campaign negative site

4
Content Targeting Must Use Reports for AdWords

• Placement reportsfor relevancy exclusions and
  for peeling off sites for placement targeting.
• Placement reportsfor high traffic Enhanced
  Online Campaigns (EOCs - placement targeting
  combined with keyword targeting) to make sure ads
  are being distributed on the right landing pages.
• Ad Copy reportsto see which ads appeal to what
  audience. Looking at two different metrics CTR
  and conversions.

5
Content Targeting Determining Word Count - What
Works
Google is designed to make content targeting
successful with a few keywords or with the
hundreds of keywords that people typically have
in their search campaigns already. The difference
is in the targeting. With more keywords (20)
you can still see Google trying to target based
on the keyword theme but there may be more
sites to exclude that are not relevant.
6
Content Targeting Determining Word Count -
Optimizing

• When mirroring a paid search campaign
• cull match types (use broad only)
• cull misspellings
• cull long tail keywords
• cull un-necessary variations (plural
  non-plural ing etc.)
• goal - keep keywords that are commonly used in
  blogs forums articles reviews etc.

7
Content Targeting Quality Score - Keep the Flow

• Keyword theme relates to the ad copy
• Google uses keywords and ad copy to find your
  relevant audience
• Audience relates to the ad
• Ad carries through to the appropriate landing
  page.
• Instead of creating topic related landing pages
  right out of thebox run the campaign about a
  week and then see which campaigns AdGroups and
  ads are getting generating a lot of interest and
  then use those for testing new pages.

8
Content Targeting - Top 5 Metrics Ideal
Positioning - Text Ads

• Goal - 3 position
• test higher bids if low traffic at or above
  position 3
• lower bids if below position 3 with high spend
  and no conversions
• Most text ads are shown in groups of 3
• If your positioning is above 3 you are paying
  too much.
• If your position is below 3 you may be missing
  out on traffic.

9
Content Targeting - Top 5 Metrics Impressions -
Too Low

• review keyword level quality scores
• review keyword themes (is your AdGroup TOO
  targeted or is the niche too small)
• review relevancy between keywords and ad copy
• Test results - Added 1 new keyword dense ad to
  each AdGroup.

10
Content Targeting - Top 5 Metrics Impressions -
Too High

• Look for keywords that are too broad
• Review placement reports to see if one or a few
  sites are generating all the traffic
• Review data for Site and Category Exclusions
• Page Types
• Media Types
• Topics
• Review demographic data if not excluding social
  sites
• Campaign Settings gt Demographics gt Age
• Campaign Settings gt Demographics gt Gender

11
Content Targeting - Top 5 Metrics Ad Performance

• Highest CTRs
• Highest Conversion rates

12
Content Targeting - Top 5 Metrics Content
Relevancy

• Placement Reports
• Sort by Campaign gt AdGroup gt Domain.
• Look for patterns (news sites social sites
  International sites topic related sites).
• Is Google doing a good job interpreting your
  keyword theme and distributing your ads to
  relevant sites

13
Content Targeting - Top 5 Metrics EOC Relevancy

• Placement Reports
• Sort by Campaign gt AdGroup gt Domain.
• Look for patterns.
• Is Google doing a good job interpreting your
  keyword theme and distributing your ads to
  relevant pages on the placements you have
  targeted

14
Content Targeting Secrets and Tips

• Use Categories in placement targeting
• Use Category negatives
• Use Micro targeted keyword themes
• Use Sub-Categories with Placement Targeting
  (Marketing.About.com CNN.com/Health/)
• Use Enhanced Online Campaigns for social sites
  (MySpace)
• Use Enhanced Online Campaigns for high traffic
  sites (CNN.com BusinessWeek.com
  ReadersDigest.com)