Google Adwords - The Content Network

In preparation for the advertizing bump due in a little over two weeks, I've started looking at little harder at statistics, and at some of the other options. One of the easier things I can test out is to turn the Google 'content network' back on, as this is known to bring in a lot of web page hits for not a huge amount of cash. I've been fiddling with this for the last couple of days. But it's clear that the content network has some problems:

1) Even after these last couple of days, I still don't have things set up properly.

The content network has huge numbers of impressions, and above certain thresholds it's possible to blow your entire advertising budget for the day in a -very- short period of time. I've finally got it cranked back far enough that I don't run out for the day, but it's still about four times higher than the level I'm shooting for.

My advice if you're going to use the content network is to start out at $0.01 and raise it up by a penny a day until you figure out the appropriate level for what you're trying to do.

2) Content network click rates are stupidly low.

Expect at best one tenth the click through rate of regular adwords ads. Rates like 0.04% (four clicks per ten thousand impressions) so far seem typical.

3) Content network clicks are damn near worthless.

If you don't have some way of tracking or testing content clicks for click through, you're fooling yourself. Keep in mind that there's a fundamental difference between someone searching for information, and someone presented with information incidentally while they're looking for something else.

Regular adwords suffers much less from this problem than the content network, because of 1) the negative feedback ad system which kills bad ads, and 2) because people searching for something are still looking for something instead of being shoved things they don't care about.

My own experience and statistics for this show that the content network is 10 times (!) less likely to result in a saved character or a new player than regular adwords search traffic. Price your content ads to reflect the difference for your own site.

4) Content clicks can be gamed, sometimes badly.

I have so far had only one serious incident of content network click fraud, but it can and will happen if you run an extended campaign or one with wide coverage. Sometimes, Google will refund and clear the damage to your account; in my case, they did nothing, even though it was clearly and obviously fraudulent.

The only recommendation I can give for this is set your daily limit to the lowest possible value that still serves everything you want to serve. Then watch carefully for days when the budget is exhausted more quickly than usual. Assume there will be no recovery for click fraud; your only recourse is to limit the damage.