Until fairly recently, just about anyone could use Google’s keyword research tool in order to come up with a lengthy, relevant keyword list based on industry and page content. This further signals Google’s commitment to creating context-based results for its users.
If your company uses Google Adwords, you can also translate the information and statistics you get from your blog readers over to your ad groups. Lead Liaison’s writers create content using only the latest known technology in keyword research and contextual search science.
The content network as it pertains to search engine marketing is the syndication network of Web content where contextual advertising is displayed.
A content network is a network of sites that provide content (text, videos, audio, etc.) and allow advertisers to show ads along side it.
The content network is probably the collection of sites on which Google AdWords allows contextual advertising.
It's the Default Setting - It's defaulted into your AdWords account, which makes knowing when and why to turn it off crucial. Volume of Clicks & Impressions - The content network can potentially represent a lot of clicks and impressions. Opportunity - Sometimes these additional clicks and impressions can mean more conversions and more business. Risk - Conversely, sometimes these additional clicks and impressions can mean more spend, a lower click-through rate, and a net loss as a result of syndicating your ads.
Separate search and contextual campaigns - If you're setting up a campaign on the content network, turn search off, and vice versa.
Structure your content network campaigns differently than your search campaigns - Contextual advertising requires a different ad group structure and ad text strategy than search advertising. Because it's important to structure your content network campaigns differently than your search campaigns, you first want to make sure you're creating the proper ad campaign structure for either.
These settings will ensure that you create different campaigns for the different types of advertising. Grouping keywords is a very different process on the content network than it is for search.
Optimized Ad Groups within search marketing campaigns contain relatively lengthy, descriptive keyword lists that are semantically similar.
Note that in the above ad block, ads for baby strollers and four year old baby photos are running along side one another.
Shorter, Broader Keyword Lists - Instead of creating long, specific lists, you'll want to create broad keyword lists with thematic keywords.
Track and Exclude Sites - Instead of tracking negative keyword possibilities, you'll want to note sites your ads don't perform well on, and exclude those sites from your campaign. If you want to advertise on Google but only have time to create one campaign, focus on search. Less Likely to Click - They're there for the article, and surfers are becoming more and more ad averse. Our software and services help businesses and agencies take the guesswork out of pay-per-click advertising so you get more from your marketing budget.
So as people across the country brace for the cold, marketers should be busy preparing too. For more ways to capitalize on external information such as weather data, download your copy of The Hidden Power of Optimizing for Competitive Spend, Weather, and the Second Screen Effect. In my first post in this series, we looked at the 5 biggest don’ts when it comes to contextual keywords.
Do: Spy on your competitors’ contextual keywords and scale your own keywords accordingly, by using free competitive intelligence tools like MixRank. Do: Limit the number of keywords per ad group to 3-6 to increase precision, relevancy and Quality Score (QS). While this is just a starter list of what you should consider when building out your contextual keywords and ad campaigns, it is imperative to understand the differences between the Search network and the Display network. Contextual advertising on the Google Display Network (GDN) is often an overlooked strategy to gain additional traffic at a low cost. In this series, I’ll discuss some dos and don’ts when it comes to testing contextual keywords on the GDN. Don’t: Copy and paste your best performing long tail keywords from paid search campaigns into new contextual ad groups.
Don’t: Expect contextual keyword performance to have similar or comparable outcomes to your paid search keywords.
Now that you know what not to do, join us next week with Part 2 of this series where will discuss what contextual keyword strategies to implement and how to create precise targeting for your campaigns.
Historically, a group’s theme—drawn from the keywords within the group—defined how a creative matched to similarly themed webpages across the Google display network (GDN). In a post last year, we explored a few best practices for managing and optimizing campaigns across the GDN—tightening group themes to increase creative relevance, continuously optimizing creative language and excluding poor performing placements. The method by which Google attributes keyword-level performance differs between the GDN and Google search.

Access to keyword-performance data enables search marketers to better optimize their campaigns across the GDN. Using dynamic keyword insertion within creative is a quick and effective way to increase relevancy.
When setting keyword bids for GDN campaigns, the most specific bid available will always be used. As a result of this hierarchy, when setting keyword-level bids, don’t set a Display Network bid as Google will ignore the individual keyword bid that was set.
So far as you can see in the video below, you will understand the system is is very basic … and as far as I know (and tested) the database or co-relationship and relationships between each keyword has been created manually. What it is important to understand is that silent or contextual keywords do not work in ranking mutually. I live in the most beautiful town in Australia, close to the beach, father of 2 awesome, and passionate about life, scuba diving and German Shepperd. Google will soon be announcing the availability of new tools in the updated AdWords interface that will help us, the marketers, better understand and manage the reach and frequency of our clients’ ads on the Google Content Network . Also, keep your eyes open in the coming weeks because Google is promising there will be more information including product features, definitions, and reporting options.
Lastly, be sure to take advantage of Google’s new Rich Media and Video reporting features and templates within the display ad builder. Although the days of keyword stuffing meta-tags on your webpages are over, keyword research is still quite important-it allows you to direct your content in a certain way as well as give search engines some clues about what your website has to offer. Creating context in your writing helps Google determine what your pages are about and how close to the top of search engine rankings your site should be.
Do certain readers respond better to content you created using a certain cluster of keywords?
Chat with us today about your site and let us come up with a strategy that will work for you! This is where Google Adsense is displayed; you're allowed to pay for placement on these sites, on either a cost-per click (CPC) or cost-per impression (CPM) basis. Are you more likely to buy something while reading an article, or while searching for a solution to a problem? Well grab your warmest coat, because forecasters are predicting another bout of frigid temperatures across much of the United States later this week.
Marin found that search impression volumes were 1500% higher than historic trends, whereas click volume and spend only increased 268% and 79% respectively.
When you’re testing out campaigns, it is usually recommended to start with a large budget and optimize as you go.
As mentioned in Part 1 of this blog series, you shouldn’t be using a thesaurus to identify relevant keywords for your target audience. In addition to keyword targeting, the GDN offers placement targeting, interest targeting, topic targeting and re-marketing. Because keyword targeting on the GDN only allows for broad match, it doesn’t make sense to add variations of the same keyword as you would in paid search for exact and phrase match targeting. Display advertisers are creating ads and keyword targets to reach specific audiences, while search advertisers are creating ads and keyword targets to reach specific intentions.
Although willing to test out campaigns, advertisers have had little success optimizing them due to the vast difference between contextual keyword targeting and paid search keyword targeting. The GDN only offers broad match keyword targeting, so lengthy, descriptive keywords are more likely to harm your campaigns than to help them. Since you’re using a variety of websites to reach as many relevant audiences as possible, you’re better off noting what sites your ads are performing poorly on and excluding those from your campaign using negative placements. Even though you’re using the same ad platform, Google AdWords, this does not mean the ad channels are equal or that they should they be measured in the same way.
A thesaurus helps with paid search campaigns where you aim to expand your reach to every query that’s synonymous with your product offering.
As a result of this keyword aggregation, cost and conversion metrics were reported on and optimized at the group level. Today, in light of the recent changes to contextual targeting, we’ll revisit this discussion and review additional best practices for managing and optimizing campaigns across the GDN. However, separating search and display campaigns is highly recommended in order to fully leverage this level of granularity. Inserting {Keyword:default text} into the headline, description line or display URL dynamically populates creative to include the contextually relevant keyword that triggered the creative.
Similarly, if no placement bids, Display Network bids or individual keyword bids have been set, the default group bid will be leveraged.
This means, that is not a logical system… like you were expect from a system like Thesaurus or Google.
So based on my tests, you will not rank for long-tail keywords that are form by 2 contextual keywords that are NOW part ranking. Watch the next video or check out my latest ASO course where I explain with real cases how this is working in LIVE APPS.
What’s more, we’ll be able to set limits on the number of times a given ad or ads from an entire ad group are shown to a user.

Context is everything-but without the proper keywords in place, you still can’t build context.
The change now essentially forces you to look at keywords the same way Google’s Adwords program does.
When you’re creating content for your audience, ask yourself this: is there more than one keyword that would explain the theme surrounding your content?
As the mercury drops and the arctic blast sweeps the country, consumers will be cozying up inside… which has some very real implications for digital marketers.
This indicates that consumers weathered out the storm by shopping online, but it also shows that advertisers missed out on a captive audience and failed to fully optimize for the dramatic shift in purchase behavior. To make sure your online marketing strategy is ready, consider boosting bids for retail and seasonal items. For example, if you’re selling luggage, your target audience includes travelers and you would use travel-related keywords. Free competitive intelligence tools like MixRank provide instant access to your competitors’ top performing contextual keywords and give you relevant keyword suggestions that you can test with your own campaigns. With the exception of re-marketing, you should add at least one layer of targeting to increase precision for your intended audience.
If you’re targeting too many broad match keywords that aren’t thematically related within a single ad group, your QS may suffer and hurt campaign performance.
With high expectations for contextual ads, advertisers are often disappointed and shocked when the ads do not perform similarly to paid search campaigns. However, for contextual keyword targeting, the main goal is to reach your target audience on different websites.
Back in March of this year, Google announced their “biggest enhancement ever” to the display network. From there, the new algorithm selects individual keywords from the group and determines the contextual relevance of each to a given web page. Although keyword performance can be reported on separately, keyword bids (within campaigns targeting search and display) affect both networks. As a best practice, only set individual keyword-level bids and default group bids when optimizing bids for GDN campaigns. Your content needs to be easily followed, interesting to your audience and well curated-and to do this you’re going to need some signal words that give both your audience and search engines an idea of a centralized theme.
If you could sum up 4 to 5 different keywords, for instance, to explain your blog content, what would those keywords be?
If you can answer these questions – and you can using Lead Liaison’s digital marketing analytics – you can determine ad copy that may work better for you in your Google Adwords ad groups. And if you’re using Marin, we recommend leveraging Dynamic Actions or Context Connect to adjust audiences, creative, and bidding across relevant campaigns. However, you may also want to use the keyword “airport security rules.” Although not included in your product offering, this keyword will reach an audience that is new to travelling and in need of luggage. Keep in mind that if you add too many layers of targeting, volume may significantly decrease, so be sure to check the estimated display reach within your Display Network tab. Therefore, instead of focusing on synonymous keywords, focus on keywords that will help you reach similar audiences. Combining the reach of display with the precision of search, Google’s Next-Gen Keyword Contextual Targeting enabled advertisers to begin optimizing the performance of their contextually targeted display campaigns at the keyword level. The keyword that is most relevant is attributed with the impression and subsequent click and cost metrics. Considering context when creating content is absolutely critical to ensuring better placement in search engines. If you find that you’re continuously missing out on impressions due to budget constraints, increase your budget incrementally and optimize your keywords and placements as you go. Targeting keywords that are outside your product offering works well because keyword targeting on the GDN is not like paid search where you try to match intent.
In the next post, we’ll discuss some strategies to help you expand and scale on contextual keywords.
The contextual relevance of a keyword is determined by how strongly it matches with the web page’s text, language, link and page structure, as well as other factors. On the GDN, keyword targeting and ads should be created to reach new audiences, and should focus less on exact match product offerings. With high expectations for contextual ads, advertisers are often disappointed and shocked when the ads do not perform similarly to paid search campaigns.In this series, I’ll discuss some dos and don’ts when it comes to testing contextual keywords on the GDN.
In the next post, we’ll discuss some strategies to help you expand and scale on contextual keywords.Now that you know what not to do, join us next week with Part 2 of this series where will discuss what contextual keyword strategies to implement and how to create precise targeting for your campaigns.

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