As the title of the thread says, I've only just recently come across the "Site Targeted" Ad Campaigns where you pay for the CPM, surely this is the best way to use Adwords as you will have your Ads seen by the very people you want to view them?! Can anyone who is experienced with Google Adword Campaigns please clarify whether this is the best way or not? Thanks in Advance... Regards AL...
Site Targeted campaigns are more for the purpose of generating awareness, and increasing branding presence. Don't expect a lot of clicks or leads from them.
what I do is find which sites are performing well via my CPC content network ads (CTR / CR wise), and then add them to a separate CPM campaign, with a vastly lower CPM. result = more leads @ a lower price.
Thanks Frankcow and Steb, I thought it wasn't worth allowing content network to be active due to the sheer variation in sites your Ads will be displayed on? thanks again, I'm picking up some great tips from everyone on here... regards AL...
i find that I get a slightly higher conversion cost, but twice as many clicks from the content network..if you are worried, make a separate campaign for content only, keep the bids a bit lower, and use only exact keywords..and keep an eye on it!
Thanks Steb, That sounds about the most sensible option I've heard, I've heard a few conflicting theories on the Content network and was even advised by a Google Adwords Manager to keep it turned off! Regards AL...
The interesting thing about content network advertising campaigns is that typically they generate a high impression count with a low CTR. For a campagn its nortmal to see say 15,000 impressions with say 21 clicks. This has alot to do with the vastness of the google content network, and the reduced ability for google to effectively target everyones ads across its network of affiliate sites. However, targeting specific sites is a great way to force google (as much as possible) to show your ad(s) on credible sites you choose - whilst elmiminating your riff-raff site impressions. However, its important to note - and usually forgotten - that site targetting is based on the CRM model not the CPC model. This means the fee you pay is based on every 1000 impressions. So whether a user click or not, you pay, as long as the impressions are there for the taking. When you select the sites where you'd like your ad to appear, you set a CPM bid that applies for all those sites. You can choose between setting maximum CPM bids or preferred CPM bids. A maximum CPM bid is the most you're willing to pay for 1000 impressions on your ad, although it's rarely the amount you actually pay. However, CPM ads compete with keyword-targeted CPC ads - so your CPM will still determine placement, etc. My experience has shown that site targeting can be a more cost effective approach than CPC - especially if what you are offering is closely aligned with the site target audience - and especially if your target market is very popular (from an advertiser perspective).
Think of site targetting as the content network without the junk. It's not the most efficient way though because pay per click is the most efficent and targetted traffic you can get.
The lowest price you will pay CPM is 0.15 pence (UK money). This is not cheap enough for my particular business model so I leave it well alone. Like the guy above said, it's more about mind-share and brand awareness.