The Content Network
I started up the Content Network with the same bid as the rest of the campaign (£0.25).
| Day | Impressions | Clicks | Cost | Conversions | Position | CTR | CPC | Con Rate | CPCon | Profit | ROI |
|---|---|---|---|---|---|---|---|---|---|---|---|
| 31 | 35000 | 60 | £14 | 2 | 3.1 | 0.17% | £0.24 | 3.3% | £7.20 | £36 | 247% |
| 32 | 41000 | 86 | £21 | 1 | 3.2 | 0.21% | £0.24 | 1.2% | £20.64 | £4 | 21% |
| 33 | 33000 | 63 | £15 | 2 | 3.0 | 0.19% | £0.24 | 3.2% | £7.56 | £35 | 231% |
| 34 | 39000 | 94 | £23 | 2 | 3.3 | 0.24% | £0.24 | 2.1% | £11.28 | £27 | 122% |
| 35 | 40000 | 80 | £19 | 1 | 3.1 | 0.20% | £0.24 | 1.3% | £19.20 | £6 | 30% |
| 36 | 36000 | 79 | £19 | 0 | 3.0 | 0.22% | £0.24 | 0.0% | -£19 | ||
| 37 | 38000 | 87 | £21 | 2 | 3.2 | 0.23% | £0.24 | 2.3% | £10.44 | £29 | 139% |
| Total | 262000 | 549 | £132 | 10 | 3.1 | 0.21% | £0.24 | 1.8% | £13.18 | £118 | 90% |
I got far less traffic than I did from search, so I decided to wait until a week had passed.
Not a disastrous start, though the ROI is nowhere near the 300% + that we were getting on the Search Network. But there were conversions there, so changing the bids was worth a try…
I halved the bids, and waited to see what happened…
| Day | Impressions | Clicks | Cost | Conversions | Position | CTR | CPC | Con Rate | CPCon | Profit | ROI |
|---|---|---|---|---|---|---|---|---|---|---|---|
| 38 | 25000 | 40 | £5 | 1 | 3.1 | 0.16% | £0.12 | 2.5% | £4.80 | £20 | 421% |
| 39 | 34000 | 61 | £7 | 0 | 3.2 | 0.18% | £0.12 | 0.0% | #DIV/0! | -£7 | -100% |
| 40 | 28000 | 52 | £6 | 1 | 3.0 | 0.19% | £0.12 | 1.9% | £6.24 | £19 | 301% |
| 41 | 33000 | 45 | £5 | 1 | 3.3 | 0.14% | £0.12 | 2.2% | £5.40 | £20 | 363% |
| 42 | 29000 | 51 | £6 | 2 | 3.1 | 0.18% | £0.12 | 3.9% | £3.06 | £44 | 717% |
| 43 | 31000 | 33 | £4 | 0 | 3.0 | 0.11% | £0.12 | 0.0% | -£4 | ||
| 44 | 30000 | 40 | £5 | 1 | 3.2 | 0.13% | £0.12 | 2.5% | £4.80 | £20 | 421% |
| Total | 210000 | 322 | £39 | 6 | 3.1 | 0.15% | £0.12 | 1.9% | £6.44 | £111 | 288% |
The total profit remained the same, though I achieved it from less than a third of the spend. This gave me the same sort of ROI that I was getting from the Search Network.
Over the following weeks and months, I adjusted the Content Network bids within the different Adgroups in the same way that I’d adjusted the Search Network earlier, and it went on to become the most profitable part of the campaign - perhaps due to the level of competition on the Search Network…
Page last updated by Steve Baker on May 11, 2008 at 7:12 pm.
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- Day 1 - First Impressions
- Day 2 - Significant Advert Differences
- Day 3 - Getting The Bid Levels Right
- Day 8 - Looking At Adgroups
- Day 16 - Looking At Keywords
- Day 30 - Things Are Looking Up
- The Content Network
- Ongoing - Never Stop Optimising
Google Adwords Guide
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- Setting Up Your Google Adwords Campaign
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- Google Adwords Case Study - Part 1, Setting Up The Campaign
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