Download - Content Advertising Tips
![Page 2: Content Advertising Tips](https://reader038.vdocuments.us/reader038/viewer/2022100600/5558c172d8b42aa52a8b5311/html5/thumbnails/2.jpg)
April 12, 2023 2
Contextual Is Not Search
Readers are not searching for you
More like banner or print advertising
Very useful for branding
![Page 3: Content Advertising Tips](https://reader038.vdocuments.us/reader038/viewer/2022100600/5558c172d8b42aa52a8b5311/html5/thumbnails/3.jpg)
April 12, 2023 3
Keyword Differences
Keywords are not discrete entities
Keywords + Ad = Theme
No more than 50 keywords per ad
group
![Page 4: Content Advertising Tips](https://reader038.vdocuments.us/reader038/viewer/2022100600/5558c172d8b42aa52a8b5311/html5/thumbnails/4.jpg)
April 12, 2023 4
More Keyword Differences
Match types are irrelevant (except
negative)
Liberal use of negative keywords (but
they don’t always work)
![Page 5: Content Advertising Tips](https://reader038.vdocuments.us/reader038/viewer/2022100600/5558c172d8b42aa52a8b5311/html5/thumbnails/5.jpg)
April 12, 2023 5
Ad Copy Differences
Ads need to stand out
Yell, don’t whisper
Be more competitive – e.g. free
shipping
Test, test, test
![Page 6: Content Advertising Tips](https://reader038.vdocuments.us/reader038/viewer/2022100600/5558c172d8b42aa52a8b5311/html5/thumbnails/6.jpg)
April 12, 2023 6
Ad Position Differences
Magic positions for Search are 1-3
Magic positions for Content are 1-4
Above 5, impressions drop dramatically
Quality Score still counts
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April 12, 2023 7
Overall Advice
Set up separate Content campaigns
Test multiple ads
Monitor closely
Start bids low, go high
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April 12, 2023 8
Pre-Announcing…
Google Placement Performance
Reports
Shows performance (clicks,
conversions) by site where ads served