AdWords Tech B2B Industry Newsletter

Keep your resolutions

Wondering how to check off your New Year's resolutions and meet your marketing goals in 2008? Try these tips and tools with Google's content network. While the content network can't help you eat right or exercise more, it may help you efficiently conquer your biggest marketing challenges, leaving you more time to pursue those personal aspirations.

Goal #1: Reach decision makers

Use placement targeting to put your ads in front of decision makers who can influence company purchases.

Placement targeting: Handpick your audience by choosing specific ad placements within Google's content network. Think about websites that CEOs, CIOs, IT professionals, and other business purchase decision makers are likely to visit when considering a business purchase, such as CIOInsight.com and Techdirt.com. Then, use the Placement Tool in your account to find available placements on similar websites and add these to your placement-targeted campaign.

Goal #2: Generate more leads

Use contextual targeting to increase your exposure and create awareness of your offerings while still appealing to a targeted audience.

Contextual targeting: According to a recent study, purchasers are 52 percent more likely to remember your brand when your ad appears next to relevant content¹. Increase your exposure and make your brand memorable by showing ads on relevant websites, news pages, and blogs. We'll do the placement work for you − based on the themes of your keyword lists, Google's ad targeting technology will automatically display your ads on the websites most relevant to your products or services.

Create awareness: Capture more traffic by reaching potential customers at all stages of the buying cycle. By showing your ads on sites in the Google content network, you can create awareness of your product or service across millions of pages. This awareness can generate demand among your potential customers that can also impact your search campaigns.

Goal #3: Improve lead quality

Use these tools in your account to maintain the quality of your leads and show your ads where they will perform best.

Placement Performance report: Use this report to view site-by-site performance metrics, such as clicks, impressions, clickthrough rates, and conversions, for all your ads on Google's content network. Using the Report Center in your AdWords account, run a Placement Performance report to learn which individual sites convert the best for you. You can then create a placement-targeted campaign and target these best-performing sites. For tips on running and using Placement Performance reports, visit this page of the AdWords Help Center.

Site exclusion: The Placement Performance report may show that your ads ran on sites where you no longer want them to show. To prevent your ads from appearing on these sites, use the site exclusion tool. For example, if you see that your ads have shown on websites geared toward consumers, you can use this tool to exclude those sites and only show on sites targeted to business professionals.

To learn more about Google's content network, please visit http://www.google.com/adwords/contentnetwork.