As AdWords evolves, there are more and more options available to advertisers on the Content Network. Placement Targeting, which was formerly known as Site Targeting, gives advertisers the option of advertising on specific sites in the Content Network. So if there is a specific site that you know that many of your customers frequent, you can use Placement Targeting to show ads for that site.

To get started, click on the Placements tab in the ad group that you wish to show ads for. You will be taken to this page:

There are four methods of choosing from available sites:

1. Drill down from a list of categories
2. Enter words that describe your audience
3. Find websites that are similar to a specific site
4. Choosing a demographic that is best suited for your market (data compiled by ComScore)

Actionable Tip: Begin using Placement Targeting by focusing on a small, focused group before launching it to a wider audience. That way it will be easier to test and measure your results and get them right, saving you time and money.

Create a small group by one of these methods:

1. Choose one specific website that you know is targeted for your needs
2. Select a very focused and narrow demographic

Just to pause for a moment and reflect on the current debate if We the Taxpayers should be bailing out Wall Street to the tune of 700 Billion Dollars – Which by the way, is enough money to give 700,000 of us A Million Bucks Each!!!

Why should we pay for the foolish mistakes of greedy Wall Street Bankers? (This is especially true when the one pushing this deal, Hank Paulson, was the CEO of Goldman Sachs himself!)

No one is coming to bail us out when we do stupid mistakes, and neither should we do it for Wall Street.

Let’s take Google as an example. Google is financially solid, with almost no debt and a very healthy balance sheet. They don’t need any bailouts, and they continue to mint coin in this very difficult and challenging economy. Heck, they even make money when someone reads a NY Times article about the bailout. (Look at their ads on the bottom)

If you keep your eyes on the ball, focus on reducing expenses, and advertising wisely, you can make it even in this very tough environment. People are doing it everywhere, now is the time to strike!

My friend Perry Marshall has this to say about the proposed bailout. Read it, and take the lesson to heart.

When advertising on the content network, it is important to keep in mind what metrics are important to track, and which are not. Since the Content Network operates differently than Search, some of the metric that are SO important on Search really don’t make much of a difference on the Content Network.

Here are the metrics that DO matter:

• Cost Per Conversion (Ideally, this should be a lot lower than your cost on Search)
• Cost Per Click

Here are those that DON’T matter:

• Conversion Rate
• Click Through Rate (CTR)

You will definitely find that the CTR of the Content Network is WAY lower than on search, and the volume of impressions is a lot more. Google does not consider the CTR of the content network to determine your Quality Score and Rank as they do on Search. Rather, your ad’s position is based on your bid and click history.

Actionable Tip: Measure your ROI by monitoring your Cost Per Conversion and Adjusting the maximum bid accordingly. Be sure to create ad copy that is interesting and sure-to-be-clicked-on, which will cause Google to show your ad higher and in more places. Also, adjust your Keyword list to better match the context of the ad, so your ad ends up showing on relevant sites.

Taking a break from our Content Network Series, I want to show you a quick and easy way that most advertisers can do to save lots of money.

Create a run a Georgraphic Performance Report from the Reports tab.

In the Add & Remove Columns option, be sure that the following checkboxes are selected: Region & Metro, and in the conversion section select all 3 conversion boxes.

Run the report and download it as a CSV file for excel.

Open the report, and create a Pivot Table of the key data.

Here is a screenshot of a client’s campaign in a Pivot Table:

As you can see, Canada had one conversion, bringing the cost per conversion to $290.55. The United States however, had a cost per conversion of $23.75, a lot more manageable.

By pausing Canada, I saved $290 a month, brought my CTR a lot higher, and probably increased my Quality Score and Rank, thereby leading to further savings up the road.

You can do this again and again, narrowing it down by city and region until you are focusing your efforts on the areas that bring in the most business.

• Murder Yellow Teeth, The Secrets of Teeth Dentists Don’t Want You To Know
• Coffee Fool - The Secret Coffee Exec’s Don’t Want You To Know
• I’ve Been Scammed 37 Times - These Are The Programs That Work

Ever see these ads while surfing the web? These are examples of highly successful Content Network Ads, which have racked up hundreds of millions, if not billions, of impressions. These ads were so powerful that they appeared everywhere - from dating sites to your Gmail Account. Perry Marshall calls these - “Jetstream Ads,” - Ubiquitous on the web as McDonalds are to interstates.

How to create a Jetstream ad for the content network?

Actionable tip: When writing an ad for the content network, the style of the ad has to be very different than on Google Search. Here your target is not actively looking for your product or service, they need to be shocked or jostled into giving you attention.

Here is a list of styles to keep in mind when drafting ads for the content network:

• sarcasm
• humor
• news
• names of celebrities or famous people
• common expressions
• Lots of punctuation!!!!
• Commas, hyphens - and ellipses…
• exec’s, prof’s, doc’s

If your ad is clicked upon more than the others, Google will try it out in other locations to see if it will stick. If it does, they will show the ad just about everywhere, and at low CPCs.

Welcome to the Jetsream!!!

Google just announced that the Quality Score changes are going live in the next few days.

To sum it all up:

1. Quality Score is going to get tougher - your score is measured on the exact search of the query.
2. First Page minimum replaces minimum bid - the minimum to appear on the first page is being listed on the keyword page. Now, you’ll see information that is more relevant for advertisers, how much does it cost to get to the first page!
3. All Keywords are Active - (but maybe not). Some keywords may not get any impressions, but they are no longer classified as Inactive. They will be evaluated on a search by search basis to assess their Quality Score and if they represent relevancy to the search.

Why are these changes are being implemented?

These improvements are part of a continuing effort to deliver relevant ads to our users, and also to provide you with more control over your bidding and more insight into the quality of your ads and keywords. (Inside AdSense Blog)

Sounds a lot like Google, no?

A short, but important diversion:

It was back in May of 2006, and I was out of a job. No money, kids at home, and I was desperate. I was starting a business online, and was under tremendous pressure to get the money rolling in.

I needed to advertise my site, but I also needed to make sure that Google wouldn’t cause me heart failure next time I opened my credit card statement.

That’s when I discovered Perry Marshall. His book, The Definitive Guide to Google AdWords, explains what you need to know about advertising with Google. No pitch, no hype, just clear and easy to follow information. The content made sense, so it was easy to follow along.

After some initial success, I wanted to move up to the next level. Since I was already doing AdWords Consulting, and have become a Google Qualified Professional, I needed to learn how to work on camapigns of different clients, including the difficult to master Content network.

The Bobsled run is an intensive course taught twice a year by Perry Marshall, and it was the thing that brought success in my marketing campaigns. I’ve attended Google AdWords Seminars and conferences, but Perry teaches you what is not taught anywhere else.

You learn not only how to use AdWords, but how to sell with AdWords. How to enter the customers’ minds and figure out what it really is that they are looking for, and then how to exploit that need. You learn about the all important 80/20 rule, that 80% of your money is made from only 20% of your customers, and that only 20% of your keywords produce 80% of your traffic.

If you are looking to become a serious AdWords Professional, and master how to sell with pay per click, take a look at this:

Bob Sled Run for Google AdWords Pros

More and more, Google is offering more control over where your ads display over the web. If you sell men’s hair loss products, it wouldn’t make sense to advertise on a woman’s beauty tip site, and if you sell weight loss products, it surely doesn’t belong on a cancer patient site. By controlling where your ad displays, that ensures the clicks you receive are more likely to turn into a sale.

Step 3: Use Google’s tools to advertise only on the sites you select.

After determining which sites are your target demographic through the use of the demographic performance report and the Google Ad Planner, filter the list to show only the sites that meet your target criteria. Then, in the AdWords Editor, create a placement campaign and paste that list of sites into the Add/Update Multiple Placements.

Now that your ads are featured only on the sites that meet your target market, ensure that they are performing for you. Constantly monitor the conversions and CPCs of the sites using the Placement Performance Report, and filter out the sites that aren’t working. Always run new Ad Planner and Demographic Performance reports to see if you left any good sites out of the list.

Next, we’ll go into the way to write a Content Network so it should stand out.

Advertising on the content network has its own set of issues that make it distinctly different than Google Search. Since the Content Network represents 75% of the web, it is important to incorporate it into your marketing plan. However, you do want to do your research to ensure that your dollars are being spent where they represent the highest opportunity for conversions.

To that end, you must try to show your ads only on sites that have the demographics your business is catering to. If you are selling Viagra on a site catering to females… well, you get the picture.

Step 2: Filter out the sites that do not represent your target audience by running an AdWords Demographic Performance Report.

Run a Content Network campaign for a few days, and let it collect a sizeable number of impressions. Now you are ready to run a demographic report on that data.

Now you can see which sites are your within your target demographics, and which aren’t.

So how do you use this data?

In the next post – we will discuss how to compile a list of sites that represent your target audience, and how to direct your Content Network ads exclusively to those sites.

A commonly overlooked area by most AdWords advertisers is the content network, otherwise known as AdSense. Often, ads on the content network are a lot more cost effective and provide a greater return on investment (ROI) than the search network, especially in highly competitive markets. How do you effectively set up a Content Network campaign?

Step 1: Investigate which sites run ads using AdSense, and does it make financial “sense” to advertise on them.

Where do you find out this information?

Actually, Google makes it easy for you. There are a variety of tools that should be used. In this post we will cover just one:

Google Ad Planner: A research tool that connect advertisers and publishers. Here you can find information about demographics of relevant sites, such as gender, age, socio-economic status, and geographic locations of users. Especially useful is their insight into users’ online behavior, such as length of time online, likeliness to purchase online, etc.

Ad Planner is currently in beta (as most products of Google are ) so you need to sign up and be approved, although everyone who does is approved within a few days.

Actionable Tip: Sign up for Google Ad Planner, await your approval notice, enter your target demographics, and export the list of available sites to review.

Next we will cover the tools within AdWords you can use to research available sites for the Content Network.