Don’t overlook the potential of Google Adwords Site-Targeted Campaigns
Have you been guilty of overlooking site-targeted campaigns in Google Adwords? I know I’ve always rushed past the link in my haste to create a keywords-targeted campaign instead. But recently I’ve been exploring this aspect of Adwords in more detail and have found some interesting possibilities.
Whilst we’re not the greatest advocates of PPC advertising on Google’s content network, preferring to confine our client’s campaigns to the search network only, the site-targeted campaign function enables a far greater level of control over your content based advertising. You can choose to have your ads delivered on specific content sites (as we suggested in our recent MySpace post). Or you can browse sites suggested by a keyword search or Google’s lists of recommended sites for specific categories.
The concept of site-targeted also seems to be far more in line with traditional marketing thinking. Deciding which sites reminds us all that
an online marketing campaign should really be led by the target market segments and their habits, and not just by the available advertising media or channels.
A few words of advice - I’ve found the recommended sites need some careful editing if you are just targeting the UK as many are US led. You’ll also need to create a whole new campaign for each set of content sites you want to target, as you can't target different sites for different AdGroups in the same campaign.
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