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It seems that running ads on Content Network campaign will take your whole life. I have been struggling to get the impressions, clicks on this network. Can somebody please share the best practices involved in utilizing the best of the Content Network.
Thank you for you post and question :)
The search world and content world are different places and campaign success will come from approaching them differently—just as the user does. Below you will find some optimization tips on how Content Ads.
Users on our search network are in research mode, and they provide detailed queries to help Microsoft Advertising adCenter pick the most relevant ads. But users on the Microsoft Content Network are simply browsing. As they browse online content, we get information about what topics or themes they’re interested in, and Microsoft Advertising adCenter extracts keywords to match with relevant ads. If you create campaigns for the user who is in research mode and searching for something specific, that’s who you’ll reach. So, how do you get impressions for the content-focused user? Create a Content Ads campaign and follow the steps below!
Step One: Create a dedicated Content Ads campaign
The easiest way to get started with Content Ads may be to simply enable your current search ads campaigns to display on the Microsoft Content Network; however, you are more likely to achieve success by creating campaigns that are optimized for Content Ads—with ad copy, keywords, and bids that are different from your search campaigns.
Step Two: Choose content keywords
The biggest secret to running successful content campaigns is to choose shorter and more general keywords to match your desired websites. The more your keywords reflect the themes on our publishers’ pages, the higher your chance of displaying there. Keep these guidelines in mind when you build out a keyword list for your Content Ads campaigns:
Step Three: Place competitive bids
Did you know that Content Ads have to compete for an average of just four positions on each publisher page? That's less than half as many opportunities than the first results page of a search query. You must bid competitively in order to get into one of those top slots and start grabbing impressions. We can help you choose appropriate starting bids for your keywords, or you can head to step four and adjust as you see results.
Step Four: Test, track, and refresh
Content Ads performance reporting is separate from search reporting in adCenter, giving you actionable information to manage your investments. And even when keywords are performing well, remember to update your ad copy to keep it relevant and keep users clicking. Specifically, the Publisher Performance report gives you detailed information about which sites display your content ads and how they perform. Focus on those websites where your ads perform well and use site exclusion to remove those where you see limited success.
Ricky Poole - Web Support Specialist
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Thanks for these great suggestions!
I am going to implement them right away to see how they impact my campaigns.
Unfortunately, my content campaign has yet not received any click, rather than couple of hundred impressions.
I have created a separate campaign for content network with theme based ad groups. I believe bids are also competitive. However, I am still waiting for success.
Any inputs would be much appreciated!
Could you email me your account information or ticket number to ‘ adcforumresponse[at]microsoft[dot]com’ so I can investigate your account?
o Who requested message: Ricky Poole – MSFT o adCenter username:o Affected account(s), if not all:o Affected campaign(s), if not all:o Brief summary of the issue:
I have emailed you the details as required. Please have a look at it and provide your feedback.
I have received you details in your e-mail. Thank you for sending me this info. I will investigate your account and get back to you as soon as possible. Thanks! :)
I am waiting for the feedback on my Content Network Campaign. Let me know if you have got something to explain me.
The keywords you are bidding on have very low click's across the content network. I would suggest downloading the MAI tool and use the "Popular Terms by Vertical - Content." This will give you a better idea of some the keywords driving traffic pertinent to your campaign. You may download this from the adCenter tools tab or here - http://advertising.microsoft.com/small-business/adcenter-downloads/microsoft-advertising-intelligence
After you make these changes, let me know if you have seen an increased traffic after running your campaign for two weeks.
I believe that I am targeting the exact services related keywords in order to prevent irrelevant traffic. Still,I will try this and let you know if any improvements are shown or not.