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Pay Per Click : AdWords Ads: To Syndicate or Not to Syndicate

When running ad campaigns on the AdWords PPC network, one of the first decisions to make is on which network, or networks, your ads will run. You can run ads on the Google "search network" (Google, Earthlink, AOL, AskJeeves, etc), the Google "content network" (About.com, New York Times, Lycos, Business.com, Infovillage, etc) or both. There are plusses and minuses to both PPC advertising routes that you need to weigh before you decide.

What's the Difference?

Google search engine's "bread and butter" is their search network and the ads running on those sites (Google, Earthlink, AOL, AskJeeves, etc). Customers viewing pages on those search engines are looking for information or products. Your ads, in front of their eyes seems like a good fit, and in many instances, it is. In my experience, PPC advertising running on the search network has a much higher click-through ratio than those on the "content" network. Conversion percentages (the percentage of clicks that turn into sales) is roughly the same, though there may also be a slight edge to the search network there as well.

Google search engine's "content" network is somewhat more complicated. People viewing the New York Times or Business.com may not necessarily be looking for a product to buy. Often times, they're simply looking for information or entertainment. The ads I've run on the content network have had lower click-through rates, usually as much as 50% to 75% as high as those on the search network. You can find quality, converting customers, but it seems to take more money to do so (i.e. more clicks).

It Might be Worth a Shot

Google states that a lower click-through rate for your ads running on its content network sites will not penalize, or otherwise harm the rankings of your PPC advertising running on the search network. Basically, running your ads on both the search and content networks cannot "hurt" your ads' rankings, and therefore your sales.

If you have a little extra in your budget, you might want to give the content network a try, especially if you're trying to target readers of the New York Times or Business.com. It might be a great fit. If you have a smaller budget, and you're looking for steadier traffic, go with just the search network. Finding the best fit for your PPC advertising makes the best use of your money on any PPC search engine.

About the Author : Chris Burgess is a Marketing Expert with BuyItSellIt.com Online Stores .

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