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Excluding Poor Sites From Content Network
As many of us have come to realize, the seeds of search engine optimization can take months before bearing fruit. Pay-per-click advertising is a much quicker means in acquiring search engine traffic, although it’s usually more expensive as well. In this post we will discuss how to make pay-per-click advertising cheaper and ultimately improve your ROI.
There exists two main platforms when it comes to search marketing - the content network and the search network. The former is infamous in its delivery of low quality traffic, and often leads frustrated search marketers to exclude it altogether. Here’s what you should try instead.
Site Exclusion
Within Google AdWords, you have the ability to exclude poor-performing websites that are leeching the advertising budget. The first sites you should be excluding are the splogs (spam blogs) and MFA (made-for-adsense) websites.
Next, focus your attention to large websites that organize themselves using subdomains or subdirectories. Exclude those subdomains / subdirectories that are unlikely to be delivering relevant leads. For example, if you are in the business of selling bikinis, you can safely exclude the “Men’s Apparel” subdirectory of a particular clothing company.
Now move onto the sites that deliver a high amount of clicks but fail to generate any leads or call-to-actions. As with the previously mentioned sites - exclude them too! Nota bene that caution should be applied in employing this last tip. Ensure that poor leads and unsuccessful call-to-actions are not the result of poor web design.
Tags: AdWords, pay-per-click, search traffic, SEM, tools
February 9th, 2008 at 10:56 pm
Well, that certainly is good for advertisers but it is not good news for those people who set up sites just to earn money.
I think a lot of advertisers, however, won’t know that there is actually an option for that, and if they do, they won’t bother to use it.
February 10th, 2008 at 5:20 am
I’m hoping this post informs advertisers of the option, but of course it’s up to them whether or not they opt to implemented it.