The Google Content Network: Not That Bad After All

Jul 23, 2008 - 9:52 am 1 by
Filed Under Google Ads

Many people who use Google AdWords will opt out of the content network because they feel that since people are not actively searching when they find ads in the content network, they conversion rates will be lower. But in a recent WebmasterWorld thread, Roger Montti explains that the content network isn't as bad as it's hyped up to be. The important thing is that it's really different from the search network.

Roger points out that there are different types of ads in the content network. Some blend in and can resemble navigation. Even contextual ads are different, he notes. But it's similar to the search network too, because some pages have more quality conversions than others:

Some sites convert better than others, sometimes sites you never thought would convert. That's why I am bidding on a wide assortment of sites, then removing those that refuse to convert regardless of the different approaches. In this regard, it's similar to the search network

Better yet, cost per conversion is lower than on the search network. This is probably because advertisers who currently use the content network aren't really acknowledging the differences between the content network and the search network as Roger has done.

The issue is really that a lot of advertisers are a lot lazier -- some may "set it and forget" -- and this is a tactic that won't yield the conversions they're looking for.

Forum discussion continues at WebmasterWorld.

 

Popular Categories

The Pulse of the search community

Search Video Recaps

 
- YouTube
Video Details More Videos Subscribe to Videos

Most Recent Articles

Search Forum Recap

Daily Search Forum Recap: July 11, 2025

Jul 11, 2025 - 10:00 am
Search Video Recaps

Search News Buzz Video Recap: Google Helpful Content Recoveries With Core Update, AI Mode Expands, Hidden Ad Terms & Fewer Ad Clicks

Jul 11, 2025 - 8:01 am
Google Maps

Google Local & Business Profiles Drops June 25th - Reporting Glitch?

Jul 11, 2025 - 7:51 am
Google

Google Tests Zoom Effect In On Images Within Search Results

Jul 11, 2025 - 7:41 am
Bing Search

Bing Search Image Box Tests Explore Image & Visual Search Buttons

Jul 11, 2025 - 7:31 am
Bing Search

Microsoft Bing Tests Delivery Truck Icon In Search Ads

Jul 11, 2025 - 7:21 am
Previous Story: Google's Governmental Search Engine: Uncle Sam