Strategy for Content Network

[aekaplan]

Hey all!

Let's say I'm bidding $1 a click for a profitable campaign on Adwords for paid search. I want to expand to the content network.

I'm wondering, what's a solid CTR?

If I'm getting ~3% on paid search, should I be getting a comparable % for content or is something like 0.25%-0.5% a good CTR?

Also, in terms of pricing, should I be bidding high to start? Say, $1.5 a click and then bid down once I've got a good CTR? Trying to figure out how to effectively use content network as I've never used it before.

I appreciate the feedback in advance! Thanks so much.

 

[bb_wolfe]

Hey all!

Let's say I'm bidding $1 a click for a profitable campaign on Adwords for paid search. I want to expand to the content network.

I'm wondering, what's a solid CTR?

If I'm getting ~3% on paid search, should I be getting a comparable % for content or is something like 0.25%-0.5% a good CTR?

Also, in terms of pricing, should I be bidding high to start? Say, $1.5 a click and then bid down once I've got a good CTR? Trying to figure out how to effectively use content network as I've never used it before.

I appreciate the feedback in advance! Thanks so much.

Content is a different beast. 3% on search might be .5% on content for the same profits.

Key is to get that high CTR for an adgroup, so break up ad groups into the best performers you can. Isolate placements with high CTR in their own ad group and test it.

 

[mediasup]

Heavy focus on site exclusion

 

[aekaplan]

Heavy focus on site exclusion

Can you explain this?

And in terms of cost - is it smart to start bidding high (e.g. $1.50/click) and then bid down as massive clicks start coming through?

I'm imagining that I need to suck it up and have a few days of ~break even or even losing in order to get Google sending the campaign massive clicks - and then slowly start lowering the CPC. Does this sound right?

Thanks for the responses guys! I very much appreciate it.