Wide local strategy for content network

Spades

Spades

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Mar 19, 2007
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Florida
Anyone care to share a basic strategy or theory for going wide within a given city on the content network? We are pushing a local project and basically trying to target just about ANY adsense site for local visitors.

I've seen the big advertisers pull it off (eg. Groupon's local ads showing up on a web development forum) just wondering what they are up to. Our first test will probably just be a large number of commonly themed ad groups.
 


Just create ad groups about everything, and target to the city at the campaign level (make sure to narrow down the cities, and not just target the whole large metro area). Doesn't matter what. Cars, horses, makeup, furniture, news, weather, placement target mail.google.com without any keywords, etc. Unlike search, there's no quality score/relevancy assessed - I used to run campaigns for a company on every topic imaginable (wide audience reach, just like your site and Groupon seem to target), and always found new random markets to target. The only limiting factor is really the size of the geographic area.
 
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johu said:
Just create ad groups about everything, and target to the city at the campaign level (make sure to narrow down the cities, and not just target the whole large metro area). Doesn't matter what. Cars, horses, makeup, furniture, news, weather, placement target mail.google.com without any keywords, etc. Unlike search, there's no quality score/relevancy assessed - I used to run campaigns for a company on every topic imaginable (wide audience reach, just like your site and Groupon seem to target), and always found new random markets to target. The only limiting factor is really the size of the geographic area.
Click to expand...

Whats the rough CTR you guys were able to track? And did you find images or text to work better?
 
johu said:
Unlike search, there's no quality score/relevancy assessed
Click to expand...

I've had different experiences with content. If my niche pages weren't relevant to the keywords I was targeting, I'd get slapped. CTRs were in the 1%+ range for content which is not bad, however impressions stopped rolling no matter how high I set my max bid.

After going through this, I always wondered how Markus did this with his PoF blitz he had going there for a while. This I assume is the same type of wide targeting that Groupon uses.
 
I may have this wrong, but I always assumed Markus was doing retargeting. Anybody know for sure?
 
Spliffic said:
I've had different experiences with content. If my niche pages weren't relevant to the keywords I was targeting, I'd get slapped. CTRs were in the 1%+ range for content which is not bad, however impressions stopped rolling no matter how high I set my max bid.

After going through this, I always wondered how Markus did this with his PoF blitz he had going there for a while. This I assume is the same type of wide targeting that Groupon uses.
Click to expand...

I've also had the same experience and my thought exactly on beneth's comment:

beneth said:
I may have this wrong, but I always assumed Markus was doing retargeting. Anybody know for sure?
Click to expand...
 
I've done this with placement only targetting. I just get massive lists of urls and target only the specific city. That's what works for me anyway, running a placement only campaign with a very large list of high traffic sites.
 
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