AdWords Tech B2B Industry Newsletter

Thinking beyond search

With the Internet's rapid growth, it can seem challenging to market newly launched or updated products across the vast and diverse online landscape. Your potential customers are likely spending their time browsing many different web pages. In fact, users spend 47 percent of their online time browsing content, according to a recent study.¹ To reach these potential customers and tell them about your latest offerings while they browse relevant sites, consider Google's content network.

With its inventory of mass and niche sites, Google's content network offers highly relevant ad placement, especially within the Tech B2B space. It's a cost-effective way to advertise your new product on an extensive network of high-quality news pages, industry-specific websites, and blogs. You can show your ads on niche technology sites, such as techguy.org or phonescoop.com, or place your ads on larger sites that run articles or special features on technology, such as business.com and nytimes.com. And with the range of available ad formats, you can showcase your new product in a unique and eye-catching way.

By advertising on both search and content pages, you can reach your potential customers at different points in the IT buying cycle. In fact, combining search and content advertising has been found to increase relative conversion rates by 22 percent. ² With contextual targeting, we'll place your ad on pages in our network that closely match the subject of your keyword list. Or, create a site-targeted campaign and choose specific sites in the content network to display your ads. You can select sites by subject matter or specific URLs. As you plan for a product launch, consider placing your ad on websites your potential customers might be browsing. For example, if you're launching a new CRM software product, you can increase visibility by showing your ads on sites that sales managers and IT professionals are likely to visit, such as data management and customer service solutions sites.

For more information about the content network, please visit https://adwords.google.com/select/afc.html.