A poorly set up content network for Google Ads will cost you more than you think. Adverts will show to the wrong people in the wrong place, and you don’t want that. Better said, no one wants to work hard to then throw the money they make out the window. So let’s take a look together at a few basic things to keep an eye on.
What is a content network
It’s a group of websites, videos and apps where your ads can appear. In a content network, you can target your ad posts to a select group of users based on your exact preferences.
When will you make money from advertising in the content network?
The content network is a great tool for brand visibility. Of course, it’s important to consider how much money you’re willing or even able to invest. A content network is great if you want to offer something that users don’t normally seek out on their own, or if you want to offer free material like an e-book, free consultation, etc.
Nobody can guarantee that your particular ad will work. In marketing, trial and error very often works. Of course it’s silly to shoot from the hip, but you definitely gain the most by testing. If you set up your campaign well, measure conversions, set a reasonable budget, over time you can easily evaluate which ads are worthwhile and delivering the results you want.
The foundation is a well-set campaign
You don’t have to take too much time in the beginning to choose a goal, and feel free to choose the no-goal option. Choose Content Network as your campaign type and select a standard content network in the very next step. You can also insert your company’s website.
Focus on the right location and language
You can set which areas your ad will be displayed in in the Locations section. You can also exclude certain areas. For example, you can show ads for the entire Czech Republic except Prague. If you would like to target multiple countries, it is preferable to create separate campaigns. You’ll be able to evaluate the results of your campaigns more easily, but also keep in mind that click bids may vary from country to country. Use the Options option for locations to refine your location targeting. This way, ads will only be shown to people who are actually physically in the area.
When selecting a language, Google prioritizes the language in which the user has set up their account. You can try Czech and Slovak to start with, and possibly include other languages later.
What strategy and budget should you choose?
You have several options.
- CPA Target Offer– get the most conversions for a set price.
- Return on Ad Investment Score (ROAS) – maximize sales while maintaining ROI.
- Maximizing clicks – trying to get as many clicks as possible for a given budget
- Visible CPM – this is where you pay per ad impression
- Manual CPC – you set your bids per click manually
Don’t forget to set your daily budget. The amount you set per day is what Google Ads will actually try to spend.
Next time we’ll look together at setting up targeting options and how to avoid fraudulent clicks that could cost you a lot of money.
If you’d like to save time and have perfect sophisticated ads, there’s nothing easier than contacting our team of professionals. We’ll be happy to help, so you can focus on other areas.