Contextual Advertising: The Drag Net
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.
Shelley Ellis November 30, 2009
Charles are you using the free or pro version of Tracking202.com? Does Tracking202.com show placement reporting in real time? ~Shelley Ellis
Charles December 3, 2009
Hey Shelly – I’ve used both. The pro version has an iphone client – which is pretty slick if you are running campaigns that require some constant attention in the beginning (most campaigns ;)) The visitor information (clicks to the site) is in real time.
Thanks for commenting – come on back!