Search network marketing is pretty simple to explain, ads are served accompanying organic search results, either on the network itself, or a partner network which utilizes the same search network.
However, the content network, unless targeted by individual site, can be unknown territory on the Internet.
On Google’s Content Network there are a few major categories that represent most of the sites in the content network.
Article Sites:
These types of sites are content rich and full of long-tail keywords. Some of these sites, which serve ads through the Google Content Network are:
• britannica.com
• about.com
• suite101.com
Forum Sites
These types of sites offer users the ability to create their own forum. This results in very targeted forums. By looking at specifically which URL’s have served ads, it is easy to determine if a client’s ads belong, or if the forum is off the target market.
• Proboards.com
• Invisionfree.com
Blog Sites:
Blog sites offer users the ability to create and host their blog through the parent site. As with Forums, it is important to look at exactly which URL’s are displaying your ads, as just as many of the Blogs are likely to target your market as are not.
• Typepad.com
• Angelfire.com
Social Networks:
Social Networks metrics are just as different from the rest of the Content Network, as the Content Network is to the Search Network. The impressions are many and the clicks are few. These sites tend to have a .01% to .02% click through rate (CTR).
• Myspace.com
• Friendster.com
• Meetup.com
Well Known Specialty Sites:
Many well known specialty sites have a portion of their advertising filled by Google’s AdSense program. (AdSense is what the Content Network is referred to on the ad serving site’s side.) Examples of popular sites include Webmd.com, Snopes.com and of course Google’s own Gmail.com.
The best way to be sure of where ads are being served is to audit that serving periodically, and exclude the sites that do not meet the stated advertising needs. The goal is to reach the right prospects, at the right price, and a good content network strategy can do just that.
