Transcript
Hey Folks. My name is Charles Lumpkin. I appreciate you spending some time with me today. We are going to talk about a second optimization technique for Contextual Advertising campaigns. It’s called the Scale Method. Instead of peeling sites out of a campaign we are just going to refine what we have in a single campaign. This is used mostly with mass-market campaigns that we talked about in a prior video. Which means that you are going to grabbing a lot of different web sites from a lot of different places.
What you do in the scale method is not peel the sites out. Instead of looking for sites that convert well you are going to look for sites that convert poorly. And you disclude them from being shown in the contextual advertising campaign. So the campaign still continues to go and cast the net and you are essentially cindering off the pieces of the campaign that don’t work. That’s the scale method and it tends to work better with mass-market campaigns where you are trying to get lots of volume and run lots of tests at one time.
Thant’s an important tip and I hope you take that straight to the bank. My name is Charles Lumpkin and you can find more of me at CharlesLumpkin.com.
Transcript
Hey Folks. My name is Charles Lumpkin. I appreciate you spending some time with me today. We’ve already talked about what a contextual advertising campaign is and we’ve talked about the two different methods to set one up. Now we are going to talk about how to optimize these campaigns. The first method is the net-to-site inclusion method. What’s important to understand here is that you have to set up your own analytics. You cannot rely on Google’s reporting to tell you which sites are being shown. You’ll see one these reports [from Google] and it will say that you showed on this site and 67 other. And you are like what are the 67 others – I want to know.
So you have to set up your own analytics. A great program to do this is Tracking202.com. Those guys make several products and their awesome. It will show you exactly which sites the traffic is coming from. What you do then is take the sites and understand that any particular site performs really well. You take that site and peel it out into a separate campaign. In fact you disclude it from the contextual advertising campaign. And you’ve got a site inclusion over here. So a content campaign and then a site inclusion campaign. So peel it out from the contextual campaign and specifically target that site in the site inclusion campaign. You’ll then need to remove the site from the contextual advertising campaign.
That will make sure that you’ve got one campaign that is super highly converting web sites that work really well for your product or service. And then you’ve got your net that is casting out and getting all of these different websites and testing them in for you.
That’s an important tip and I hope you take that straight to the bank. My name is Charles Lumpkin and you can find more of me at CharlesLumpkin.com.
Transcript
Hey Folks. My name is Charles Lumpkin. I appreciate you spending some time with me today. We are going to talk about the two methods that you might use when you are setting up ad groups around contextual advertising campaigns. There are two methods. One is the mass-market method and the other is the tight method.
Let’s talk about the tight method first because it is probably most applicable to most of your campaigns. The tight method is making sure that when you set up the campaign that the ad groups have keywords that are very very tightly related. If you are talking about “photo umbrellas” – you might include “white photo umbrellas” or “black photo umbrellas.” You want to make sure that you are not brining in something like “camera” into the mix. It will totally mess up the context. What Google is trying to do is create a sense of context around the keywords that are in that particular ad group. If you throw something that is kind off a non sequitur or a bit unrelated it’s going to mess up the context. It will mess up where you are going to be able to show. That’s the tight method. Make sure that you campaigns and ad groups are very tight. And that’s probably going to work for most of you especially in niche markets.
The other is the mass-market method. In the mass-market method what you are actually doing is constructing keywords. Its best if you know what you demographic is and understand what kinds of things that your demographic has interest in. This is really powerful. If you have a mass-market product this is very powerful. What you want to do is understand the topics that those people might be interested in. Let’s say that you have a mass-market product that would apply to 25-50 year old males. Say somebody who watches Mythbusters. What you do is construct a campaign with keywords like “mythbusters” or other kinds of things that you know are intrinsically going to have a lot of volume in them. So it goes out there and casts a wide net. You are trying to get an audience. Then you can use some of the optimization techniques.
But they are two different methods. One is mass market and you are going for a large broad audience and you are stating what they are interested in topically. The second is keeping things very tight around the products and services you are trying to sell.
That’s a tip. Two tips in fact. My name is Charles Lumpkin. I hope you take that straight to the bank. You can find more of me at CharlesLumpkin.com.
Transcript
Hey Folks. My name is Charles Lumpkin. I appreciate you spending some time with me today. We are going to talk about Google contextual advertising. It’s also known as the Google content network. Others also have it. MSN has one. I believe Yahoo has one as well.
In contextual advertising, it’s essentially those ads you see on other people’s sites. It’s not in the search results. It is in other people’s sites. It says “Ads by Google” on the top or bottom. I think even CNN has it.
Contextual Advertising is when Google is trying to match the context of what a web site is with what the context an advertiser’s campaign. For instance, we have a photo umbrella here. It would be having a website that is all about photo umbrellas, stands, cameras, etc. Then you have an advertiser that is advertising on keywords like “photo umbrellas.” And Google is trying to match the context and make sure that what the user is seeing is actually a relevant ad.
When you are doing your content campaigns, the number one thing that you want to make sure that you do is split the campaigns out from your search campaigns. When you set up a search campaign, by default Google has contextual advertising turned on. You’ve got to make sure that you turn that off. That will screw up your results in a bad way. What you have to do is create a separate contextual advertising campaign and make sure that you have search turned off. This will ensure that you have two clean buckets that you can run a different way. They are completely different methods of running a campaign.
It is a very important tip and a very important thing to do. My name is Charles Lumpkin and you can find me at CharlesLumpkin.com.
