Content Network – Thousands Of Sites At Your Disposal

Google’s content network comprises thousands of partner sites who make a part of their inventory available for advertisers through Google Adwords. Whilst search advertisements appear next to search results and they need to match the queried keyword or term, content network works differently. It delivers the most relevant ads by evaluating the content of the partner website.

What kind of sites are in Google`s content network?

Google created an advertising program for publishers, called Google Adsense. Content providers can enter the content network through Adsense. Once an application is submitted, Google reviews each and every site carefully in order to filter out inappropriate content, ensuring that all the sites in the network provide good quality content.

How does content network work?

In starting a Google Adwords campaign, your ads are entitled to appear in the content network by default. It can work two ways. Given your set of keywords, Google finds all the relevant sites in its inventory by matching your keyword with the site`s content. This is contextual targeting. You have another way to approach it: you can determine the placements you want your ads to appear in. This is placement targeting, your ads will appear only on the selected websites.

You can add an extra layer of targeting by using keywords and placement at the same time. It allows you to concentrate on the relevant parts of a website (i.e. if a website has fifty pages and only three are relevant , you can narrow it down to those three pages).

The predominant pricing method of content networks is cost-per-click, however CPM pricing is also available. The reason for using cost-per-click is that it allows you to calculate return on investment properly, though it is advisable to create different campaigns for search and content networks to fully utilize its potential. It will therefore allow you to optimize and use only those placements that offer the highest return on investment.