Google Content Network Workshop

Posted in Research | September 15th, 2009

Written by
Tami Duad

Campaign Operations Executive, clickTRUE. Manage search engine marketing campaigns (SEM). Does research & consultancy. A Google fan girl. Has a habit of Googling just about everything & a social media addict.

Our team was recently invited over by the Google SEA team to their office for a “Google Content Network Workshop”.

And yes, I was pretty stoked! I’ve been looking forward to visit the Google office ever since I laid my eyes on their Pantry aka “mama shop” & their awesome view. And just like any Google office all over the world it certainly upholds it’s reputation for being the best! (ahem! fangirl moment! hehe).

On a serious note! To those who are clueless about this Network. The content network basically triggers your ads on Google’s partner sites. Through contextual targeting (keyword relevancy) or placement targeting (identifying websites) as shared in this article.

For some reason, it made me curious to what had brought this about. I mean, why not share it through Webinars like the usual? And besides optimisation tips, I was curious if there’s going to be an introduction of a new tool. Hmm.. Perhaps a “content network ad preview”?! (AND YES! YES! YES! It’s in the works according to them!). Or perhaps, they are going to talk about the recent issue regarding the “InSing ads” on Porn Sites. Ha!

The workshop wasn’t all about that though. Dang!!

Instead, to sum up the 1 and half hour workshop. Basically, Google Team is encourging more advertisers to tackle the content network and not rely too much on the search network as a standalone. Stating various advantages and sharing some very useful information about the AWESOMENESS of this network that most advertisers fail to see!

One very good example is the “Internet Activity Index”.

Source: Online Publishers Association (OPA), “Internet Activity Index” as cited in press release, August 13, 2007 (Google CN slides 24, Aug 09)

Where 47% of users actually spend most of their time on content pages and only 5% on the search network.

I think it is a pretty good angle for you to explore with your clients. Specialy to those who are skeptical about the content network.

And besides hogging almost 50% of a user’s time online; another important fact is that the content network covers the entire buying and product cycle.

Buying cycle (Google CN slides 24, Aug 09)

Product Cycle (Google CN slides 24, Aug 09)

The best approach for a successful campaign? Definately a combined effort between the Search & the Content Network.

Content Network is definately your answer to Exposure, A targeted audience, Flexibility, A display platform & ROI control in conjunction with the search network. It will create WONDERS!