Many of the AdWords accounts that I take over display the same ads for the content network, that they display for the search network.
And it’s always the same thing: the content network is wasted traffic. They just don’t buy. (At least when we’re talking high-priced items).
So, is the content network just a way to throw money into Google’s deep pockets without getting anything in return?
No. You can get cheap and money-making traffic from the content network IF you understand that there is a difference in the quality of the visitors.
Someone who found you via search is someone who is actively searching for what it is that you have to offer. Many times, they are ready to spend money.
But someone who found you via the content network is someone who was doing something else, and then got interrupted by your ad and was curious to find out more. But there was no deliberate attempt, no previous decision like “i want to know more about ___”.
And it’s very hard to make these people spend big money. But what you can do is – you can get them to opt in. And then build a relationship with them via follow-up email. This is a great way to build a list, because the content network is a whole lot cheaper than the search network.
