AdWords Ads: To Syndicate or Not to Syndicate

When running ads on the AdWords network, one of the first decisions you will need to make is on which network or networks your ads will run. You can run your ads on either the Google "search network" (Google, Earthlink, AOL, AskJeeves, etc), the Google "content network" (About.com, New York Times, Lycos, Business.com, Infovillage, etc) or both. There are plusses and minuses to both that you will need to weigh before you decide.

What's the Difference?

Google's "bread and butter" is their search network and the ads running on those sites (Google, Earthlink, AOL, AskJeeves, etc). Customers who are viewing pages on those search engines are looking for information or products. Your ads in front of their eyes seems like a good fit, and in many instances, it is. In my experience, ads running on the search network have a much higher click-through ratio than those on the "content" network. Conversion percentages (the percentage of clicks that turn into sales) is roughly the same, though there may also be a slight edge to the search network there as well.

Google's "content" network is somewhat more complicated. People viewing the New York Times or Business.com may not necessarily be looking for a product to buy. Often times, they're simply looking for information or entertainment. The ads I've run on the content network have had lower click-through rates, usually as much as 50% to 75% as high as those on the search network. You can find quality, converting customers, but it seems to take more money to do so (i.e. more clicks).

It Might be Worth a Shot

Google states that a lower click-through rate for your ads running on Google's content network sites will not penalize or otherwise harm the rankings of your ads running on the Google search network. Basically, running your ads on both the search and content networks cannot "hurt" your ads rankings and therefore your sales.

If you have a little extra budget, you might want to give the content network a try, especially if you're trying to target readers of the New York Times or Business.com. It might be a great fit. If you have a smaller budget and you're looking for more steady traffic, go with just the search network.

Chris Burgess is a Marketing Expert with BuyItSellIt.com Online Stores (http://www.buyitsellit.com). He has established and maintained successful pay per click campaigns for BuyItSellIt.com and many of its customers. To build an online store for your small business quickly and easily, sign up for your own free 30-day trial online store at BuyItSellIt.com.

In The News:

5 Ways to Optimize PPC Advertising to Improve the Customer Experience  Search Engine JournalWant to develop a relevant, sustainable, and scalable advertising strategy that prioritizes customer experience? Focus on these five key areas.
InMobi integrates DoubleVerify to monitor ad fraud  PPC LandDoubleVerify this week announced a partnership with InMobi. DoubleVerify will provide always-on fraud filtering and measurement for mobile in-app advertising ...
PPC advertising: How retailers can dominate Black Friday in 2018  EconsultancyBlack Friday is still the busiest day for retailers with more than 137 million people in the US going out shopping over the four-day weekend, representing more ...
7 Terms You Need To Know About PPC Marketing  ThomasNet NewsPay-per-click advertising can be a critical — and highly successful — component of your industrial marketing strategy. However, many manufacturers remain ...
PPC Advertising (Pay-per-click) Market: 2018 Analysis, Size, Key Players, Industry Research Trends & Forecast 2025  Journal of IndustryAnalytical Research Cognizance has published “PPC Advertising (Pay-per-click) Market” Report to Its Data. This Report Will Help The Reader With Better ...
HG Data extends technographic audiences to Facebook, Adobe, Twitter, and Salesforce  PPC LandHG Data last week announced the release of its new HG Data Audience segments for digital advertisers using Facebook, Adobe Marketing Cloud, Twitter, ...
ironSource launches a ROAS Optimizer Tool to increase efficiency in spend  PPC LandironSource today announced the launch of a ROAS Optimizer tool. The ROAS Optimizer tool enables user acquisition managers to automatically bid on dynamic ...
Lisa Utzschneider is the new CEO of Integral Ad Science  PPC LandLisa Utzschneider will join Integral Ad Science (IAS) as CEO and member of its board of directors, effective January 7, 2019, the company announced today.
Rising the Demand for Pay-per-click PPC Advertising Industry | Attractive Market Opportunities in the Market by 2018-2025  Industry JournalIndustrial Forecast on Pay-per-click PPC Advertising Market: A new report titled, “Global Pay-per-click PPC Advertising Market”, has been added by Reports ...
The Guide to Native Ads  PPC LandNative ads are expected to hit $85.5 billion by 2020, double the current level in 2018, and reaching 30% share of all the ad spend. These are numbers from BI ...
Triton integrates ad management Operative on Tap ad server  PPC LandTriton this week announced the integration of the Operative.One® Ad Management Platform from Operative, with Tap Advertising Server. Triton says this will ...
Mobile advertising breaks $1 Billion in Australia  PPC LandAdvertising revenue in Australia just hit $2.2 billion for the September quarter 2018, representing a 13.2% increase year-on-year. The data which was drawn ...
Preparing For Bid Management? Start With the Basics  AiThorityThe strategy of pay per click (PPC) advertising has always been centered between creating relevant *content* and effective bid management.
Sovrn acquires VigLink reaching more than 250M users daily  PPC LandSovrn this week announced the acquisition of VigLink. VigLink delivers revenue to publishers through *content*-driven commerce products that capitalize on ...
Best Practices to Successfully Prepare and Optimize Your B2B PPC Campaigns  Business 2 CommunityPay-per-click (PPC) marketing is a form of online marketing in which advertisers pays a fee each time a user clicks one of their ads and is one of the most ...
3 Key PPC Touchpoints to Engage Diabetes Patients  Search Engine JournalHow can pharmaceutical companies use paid search to engage with diabetes patients? Here are three key touchpoints to help answer this question.
Facebook Audience Network, AppLovin, and Rubicon Project enroll in AdMob Open Bidding  PPC LandGoogle this week announced that Facebook Audience Network, AppLovin, and Rubicon Project are joining the open bidding beta program, following the first ...
Deezer audio ads now available via Triton Digital  PPC LandDeezer audio ads are now available via Triton's audio SSP, Yield-Op. Countries available are Argentina, Australia, Belgium, Brazil, Canada, Chile, Colombia, ...
Pay-per-click (PPC) Advertising Market Technology and Forecast 2023 Top Key Vendors like Google, Bing, Yahoo, Ask.com, AOL.com, Baidu, Wolframalpha, DuckDuckGo, Sogou  openPRA report added to the rich database of Qurate Business Intelligence, titled “Global Pay-per-click (PPC) Advertising Market Size, Status and Forecast 2023”, ...
How to Balance Search Ad Best Practices & Machine Learning Innovation  Search Engine JournalMachine learning innovation is changing the paid search landscape. Here's how you can balance search ad best practices with developments in automation.
SEO vs. SEM: What's the difference? | Articles | telegraphherald.com  telegraphherald.comIf you are new to digital marketing, understanding the complex jargon of this industry can be a challenge.
Facebook Search Ads are Now Available to Select Businesses in North America  Search Engine JournalFacebook is now testing ads in search results, which are available to businesses in the automotive, retail, and e-commerce industries. The ads will be displayed ...
Six Tips For Effective PPC Advertising  Forbes NowBetween optimizing your bid propositions and finding the right audience, keeping your ad spend low while increasing your quality score walks a very fine line.
How SEO & PPC Keyword Research Can Work Together  Search Engine JournalSearch marketers can learn a lot by analyzing each other's data. Here's how you can inform your SEO and PPC strategies with keyword research.
app-ads.txt (ads.txt for apps) released in beta  PPC LandIAB Tech Lab this week released app-ads.txt specification, in beta, the app guidance that can increase the pool of authorized digital advertising inventory while ...
How to build an effective niche-specific PPC campaign: Make every click count  TechPlutoA niche industry is focused on solving the need of a specific market. Some of the PPC campaign strategies of the main industry can apply to a niche industry as ...
Three Reasons to Hit Pause on Your PPC Campaigns  ThomasNet NewsPay-per-click (PPC) advertising is an effective tool among many industrial manufacturing companies looking to expand their outreach and to connect with new ...
Display vs. Search vs. Social Ads in PPC Advertising  ThomasNet NewsIt's important to know that there are several disciplines that fall underneath the PPC umbrella. Understanding the differences and figuring out which industrial ...
Display ads with audio? Adsonica is offering free trials of its technology  PPC LandAdsonica is offering a free trial of its technology for any campaign running between November 1 and December 31, 2018. Adsonica has two-image Audio ...
What is paid search (PPC) and why do you need it?  EconsultancyPaid search marketing affords businesses the opportunity to advertise within the sponsored listings of a search engine by paying either each time their ad is ...
10 Types of Client Behavior That Drive Every SEO Professional Insane  Search Engine JournalYou've probably encountered all of them, but here are 10 client behaviors that are guaranteed to make any SEO professional a little crazy.
Google to Serve Ads Across Disney Properties Through New Partnership  Search Engine JournalGoogle has formed a new partnership with The Walt Disney Company, which allows Google to serve ads across Disney properties.
Google Introduces 4 New Tools for Responsive Search Ads  Search Engine JournalGoogle is rolling out a series of updates to responsive search ads which includes more languages and new reporting tools.
Product listing ads, digital co-op and the $13 billion opportunity  Marketing LandBy joining forces with brands, retailers making a PLA co-op spend can bid more aggressively and expand their profile where it matters. Andreas Reiffen on ...
Revcontent names Omar Nicola as CEO  PPC LandRevcontent today named Omar Nicola as the company's next CEO to replace Founder and current CEO, John Lemp, who will remain as Chairman of ...
Should You Choose a PPC Agency or In-House PPC Management?  Search Engine JournalThere are pros and cons to both in-house PPC management and working with PPC agencies. But by developing a hybrid solution, you can actually get the best ...
YouTube to Test Showing Two Ads Before Videos  Search Engine JournalYouTube will soon begin testing two ads shown back-to-back before a video starts. The ads will be skippable, however, so users have no obligation to sit ...
3 Reasons Why the New John Lewis Christmas Ad Is a Flop  Search Engine JournalHere's why the John Lewis' 2018 Christmas ad failed to score with audiences. Plus, three *content* marketing lessons you can learn from the ad.
Amazon Advertising Options Guide: What Marketers Need to Know  Search Engine JournalThinking of advertising on Amazon? This guide will walk you through four ways to get your products in front of millions of shoppers.
Webinar: European Viewability Initiative for publishers  PPC LandIAB is inviting publishers to join a webinar in which IAB will provide an update and discuss the implications and benefits of viewability for publishers. Publishers ...
Anchor Sponsorships is the Adsense for podcasts  PPC LandAnchor last week launched Anchor Sponsorships for iOS, Android, and iPad. Anchor Sponsorships connects podcasters with brands that want to sponsor them, ...
5 Tips to Make PPC Ads Work for Your Business  Business.comAccording to recent studies, paid ads get 65 percent of clicks in searches with high commercial intent. This can include a paid ad set up to target a specific ...
Google Ads Can Now Count Calls from Location Extensions as Conversions  Search Engine JournalCalls from Google Ads location extensions can now be counted as conversions as long as account-level call reporting is enabled.
Forget me not: 3 steps to make your PPC ads more memorable  Search Engine LandWhat makes some ads stick in your mind, while others are instantly forgotten and relegated to the trash heap of online noise we're exposed to every day?
Competition, consolidation and fighting for survival: Ad tech predictions 2019  AdNewsThis year was again full of highs and lows for ad tech, but what's in store for 2019?
How The Law Niche Proves Expensive PPC Can Pay Off  Forbes NowAs the law niche proves, no matter the price, PPC can really pay off.
How to Use Pay-Per-Click Advertising for your Small Business  Small Business TrendsWhile search engine optimization is an important marketing strategy for all businesses, big brands and companies receive the most hits because they rank ...
Why International Search Marketers Should Care About Brand Measurement  Search Engine JournalBranded traffic is imperative to the success of international SEO and SEM campaigns. However, only a few SEOs fully understand what drives the growth or ...
Do you still need a PPC tool with the new Google Ads?  Marketing LandOn the surface, it's easy to wrongly conclude that Google and Bing are automating PPC pros right out of relevance. Basic PPC tasks can now happen with very ...
How Mastering the Art of PPC Yield Management Can Boost ROI  Search Engine JournalHow can a PPC yield management program garner stronger returns on your PPC advertising efforts? We offer insights on the right tools for success.
Four Ways To Get The Most Out Of Your Pay-Per-Click Strategy  Forbes NowYour goal is to show up in search results when potential customers type in specific queries related to your business.
5 Surprising Ways Great Content & PPC Can Help Each Other  Search Engine JournalLearn how you can use *content* marketing to improve your PPC performance (and vice versa) and create high-performing PPC ads to maximize your *content* ...
8 Key Questions to Ask Before Hiring a PPC Company  EntrepreneurGoogle Adwords can be a key component to driving new business for your business. Pay-per-click advertising can drive instant traffic to your website that can ...
10 PPC Copywriting Best Practices for Extra Effective Text Ads  Search Engine JournalWant to write more profitable PPC ads? Get more clicks on your paid search ads by applying these 10 copywriting best practices.
7 Powerful Benefits of Using PPC Advertising  Search Engine JournalHaving trouble convincing your boss or a client about the benefits of PPC advertising? Here are seven powerful reasons to use PPC advertising.
What is PPC & how can it help your business?  Business MattersBusiness MattersYes, you may have heard the word, but do you know what it is? We've got all the info on PPC.
How to outdo the PPC robots in shopping ads  Marketing LandAutomation driven by improvements in artificial intelligence and machine learning will bring significant changes to how we manage pay-per-click (PPC) in 2018 ...
4 Things to Do When Your PPC Campaign Isn’t Generating Leads  Search Engine JournalAre your PPC campaigns not generating leads? Can't find a solution? You can still save a failing PPC campaign. Here's what you should do.
5 Google AdWords Features You Should Be Using In 2018  Vertical MeasuresThere's a lot to love about Google in 2018. Although privacy is still not high on their list of priorities, they are unleashing lots of cool new features and upgrading ...
SMM or PPC Marketing – Which One Should You Use?  Business 2 CommunityWhen it comes to gaining traffic to your website, you can use different approaches. The three main methods to use are SMM, PPC, and SEO. Each of these three ...
How your start-up can achieve paid search or PPC success  Startups.co.ukThis is how your small business could get a major return on investment from a pay-per-click advertising campaign by creating a compelling advert and landing ...
All The Benefits Of Hiring A Digital Marketing Agency  The FriskyWe all dream about running our own business and quitting that 9 to 5 job. But being self-employed isn't nearly as easy as it might seem. There are tons of things ...
15 PPC pro tips for writing text ads  Search Engine LandWhile every part of your PPC program is important, few elements are as crucial, or visible, as your ads. Often, your ads are prospects' first introduction to your ...
The keys to success: top tips on selecting a PPC specialist  The DrumThe needs of every business vary greatly when it comes to Search Engine Optimization (SEO).
Which Is Better: Content Marketing or PPC? The Pros & Cons of Both  Search Engine JournalLearn about the pros and cons of *content* marketing and PPC, and find out which could be a better investment of your time and marketing investment.
Why you should use SEO and PPC together  Telegraph.co.ukPPC can complement SEO perfectly. Read why you should be using these two digital marketing strategies together to reach your KPIs and dominate the search ...
Targeted Automobile Advertising: The Next PPC Frontier  Search Engine JournalTargeted automobile advertising is becoming more of a reality. So how can you integrate it with your PPC strategy to maximize ROI? Find out here.
How PPC Platforms Have Leveled the Marketing Playing Field  MarTech AdvisorThe highly targeted PPC approach to marketing has evened the playing field in multiple verticals, creating an incredible opportunity for small firms to compete ...
How To Determine The Right PPC Advertising Budget  Forbes NowDetermining the appropriate PPC advertising budget depends on projections, assumptions and math.
A Simple Guide To Amazon's Complicated Advertising Business  Forbes NowAMG, AMS, AAP, ACoS… Trying to keep track of all these Amazon advertising acronyms is enough to make anyone's head spin. But consumer brands and ...
30 questions to ask that so-called PPC ‘expert’ before hiring him/her  Search Engine LandWhen it comes to pay-per-click (PPC), it's often best to call in the experts. But sometimes even experts need to be put to the test. The following are a variety of ...
3 Ways PPC and SEO Teams Can Collaborate  Vertical MeasuresCombine the forces of PPC and SEO for the betterment of your business. Check out our top 3 ways to start bridging the gap between SEO and paid media teams.
Stay sharp and relevant with ongoing PPC training  Search Engine LandThe paid search world continues to grow and evolve at an extraordinary rate. Machine learning and automation are changing how the paid search professional ...
5 Reasons Your Facebook Ads Aren’t Converting & How to Improve Them  Search Engine JournalFacebook advertising is one of the best tools available for audience research and promoting your brand. But even experienced digital marketers can run into ...
SearchCap: Google Discover ads, YouTube engagement metric & PPC tools  Search Engine LandYouTube now counts 'engagement' for YouTube for action ads at 10 seconds, not 30. Oct 15, 2018 by Ginny Marvin. Google says the new attribution will better ...
PPC vs. SEO: What's Best For Your Business?  EntrepreneurWhen you own a digital marketing agency, clients want to know where to invest their marketing dollars. A question we frequently receive is, "Should I invest in ...
Why Optimizing for Quality Score Still Matters & How to Do It  Search Engine JournalPPC quality score still matters today. Here's how you can boost the quality of your keywords, ads, and landing pages for a higher score.
Why more automation from Google Ads is good for tool makers and PPC careers  Marketing LandMarketers who question their future in an industry dominated by automation need to embrace change, says contributor Frederick Vallaeys. Here's how one man ...
Step-by-step PPC Testing Strategy for Any Advertiser  Practical EcommerceAd copy is often the first interaction a consumer has with a business. For AdWords and Bing Ads, advertisers have 30 characters in Headline 1, 30.
How to Use Life Event Targeting in PPC & Social Ads  Search Engine JournalAn individual's life events will no doubt trigger actions that marketers deem valuable: *content* consumption or purchase decisions. With each life event, there are ...
Pros and Cons of PPC  BBN TimesPay per click, aka PPC, is one of the most effective ways to reach an audience that is looking for products or services offered by a business. PPC ads are ...
What Is Ad Rank & 3 Ways to Improve It  Search Engine JournalHere's everything you need to know about ad rank, why it matters, and how you can improve it fast.
7 Red Flags to Search for in Your Google AdWords Account  Vertical MeasuresYou might be a DIY paid media manager, or you might have hired the local agency. Either way, you need to be able to spot a red flag from a mile away. This post ...
4 Steps to Prepare Your PPC Campaigns for Voice Search  Search Engine JournalVoice search is on the rise, are your paid search campaigns ready? Follow these four easy steps to make the most advantage of voice search.
5 Mind-Blowingly Dumb Things We Heard at the Google Hearing  Search Engine JournalGoogle CEO Sundar Pichai testified in front of the House Judiciary Committee yesterday, and many of their questions left the SEO community collectively ...
3 Critical PPC Tasks You Should Do Every Day  Search Engine JournalDaily reviews of your PPC campaigns can prevent a crisis. Stay on top of your KPIs, keywords, and budget so you can quickly determine if something has gone ...
PPC toolkit expands with Bing Ads Scripts' cross-account operations  Search Engine LandBing Ads announced they now have scripts which can automate tedious and repetitive work just like advertisers have been doing with Google Ads Scripts.
How to Prevent Call Fraud in PPC Campaigns  Search Engine JournalThis post explains the value of PPC calls, how the industry is preventing call fraud in PPC (with video interviews), and how you can prevent call fraud in your ...
5 tips to reduce CPC in Google AdWords  ClickZRunning Google AdWords campaigns? 5 tips to reduce CPC while not damaging your AdRank, reach, conversions, and performance.
How to write PPC advertising copy that converts  theEwordPPC advertising places your brand in front of your target audience, but this is only half the battle. What do you do when you get there? We'll tell you in this article, ...
5 Easy Ways to Improve Your PPC Campaigns with Audiences  Search Engine JournalWhether they're as the sole targeting for a campaign or simply as a bid modifier layer, here are five ways you can leverage audiences in your paid search ...
3 Ways to Automate Google Ads Without Knowing How to Code  Search Engine JournalYou can excel at automating Google Ads without knowing how to code if you have one or more of these three strategies under your belt.
5 Reasons Why Businesses Should Invest in Google AdWords  EntrepreneurBid strategically on keywords that can convert for your business.
No Pay, No Gain: Four Key Benefits Of PPC Marketing  ForbesWhether you've spent time working on digital marketing or have just started to look into it, you will no doubt have heard of pay-per-click advertising. A popular ...
Bing Announces LinkedIn Profile Targeting for Bing Ads  Search Engine JournalBing Ads releases LinkedIn Profile Targeting for text ads, shopping campaigns, and Dynamic search ads. Here's what you need to know.
45% of Small Businesses Use Pay Per Click Advertising, Survey Says  Small Business TrendsAccording to the latest 2018 small business SEO statistics, nearly half of all small businesses are using pay per click advertising to promote their companies.
4 Ways To Know If PPC Is Right For Your Business  Forbes NowFrom its inception in the early 2000s to now, the popularity of targeted pay per click (PPC) advertising has grown dramatically. Due to this popularity and success ...
Three Things Lawyers Need To Know About Pay-Per-Click Marketing In 2018  Forbes NowWhile some law firms that use pay-per-click (PPC) advertising have seen a steady decrease in conversion rates and increase in cost-per-conversion, others are ...
Google Ads Strategies: Driving Quality Leads in a Hurry  Vertical MeasuresSometimes, you just need to get leads in the door. Learn how to generate quality leads fast using Google Ads call-only ads.
PPC Ad Management: 5 Bad Habits to Break  Search Engine JournalBad habits are hard to break, but now is the best time to rehabilitate your PPC account ad management to improve your results moving forward.

How to Use Pay Per Click Advertising to Increase Web Site Traffic

Have you ever imagined what it would be like to... Read More

Get Real-time Adsense Channel Stats And Find Out Which Ads Are Being Clicked

If you have multiple sites or multiple directories in your... Read More

How to Profit from Knowing the Most Expensive Keywords

By knowing the most expensive keywords on the internet, you... Read More

10 Great Things NOT to Do with Google AdSense

There is no question that you can make some good... Read More

99 High Paying Keywords: The Secret Is Out!

Incorporating high paying keywords into your site is critical to... Read More

ClickBank Affiliate Woes: When Tracking Breaks Down

Hardly a day goes by without a forum posting in... Read More

The Evolution of Google AdSense

The web has evolved into a complex "organism" which, to... Read More

Tips for Maximizing Your Google AdSense Revenues

Despite what you may hear, the Google AdSense program is... Read More

Meet Adwords, AdSenses Fraternal Twin

AdSense is one of the best ways to monetize your... Read More

Sell Multiple Products Through a Single ClickBank Account

A ClickBank merchant account allows you to define and sell... Read More

Easy Clickbank Management with the Right Tools

Clickbank has been around for years and has earned an... Read More

Buying Your Way to the Top with Pay Per Click Advertising

Imagine if you could advertise ONLY to people who have... Read More

Price Your ClickBank Products for Maximum Profit

Choosing the right price for your digital products is one... Read More

Advertising Your Home Business With Pay Per Click Can Be Risky

An unfortunate byproduct of the pay per click advertising business... Read More

Using Google AdWords to Increase your Adsense Profits

I had been using Google's Adsense program to generate some... Read More

A Smart Trick for Attracting Higher Paying AdSense Ads

There are no guarantees in life, so I don't guarantee... Read More

The Secret to Adwords Success

It seems at the moment that everybody is telling you... Read More

Considerations For A Pay-Per-Click Ad Campaign

Submitting your website to the Search Engines today may seem... Read More

How You Can Make Serious Money Self-publishing With Adsense

Some folks may think that self-publishing began with the invention... Read More

Pay-Per-Click Marketing: How to Waste Your Advertising Budget

A well-oiled pay-per-click search engine campaign can land hundreds of... Read More

Secret Reasons Why Some Businesses Can Afford to Bid Ridiculous, Amounts On Pay-Per-Click Keywords

The other day I was talking to one of my... Read More

What You Need To Know About Googles New AdWords Affiliate Policy

A lot of affiliates are selling other people's products with... Read More

Ten Tips for Affiliate Marketers Using Google AdWords

One of the hottest ways to sell affiliate products is... Read More

Google Adsense - A Website Income

Many of us have websites and as a matter of... Read More

Optimizing Adsense For Better Performance and More Money!

So you want to make money with Google Adsense? I... Read More