You may have seen the Ad Planner within the adwords interface.
But do you know that you should consider it your “best friend” when it comes to the content network and content targeting?
The usual danger with the “content side” of things is that traditionally you pay for a lot of “junk” (at least in terms of ROI).
The tendency is to look at sites, for keywords, and then look from highest volume on down.
That’s dangerous.
What you need to do is rank the sites by “Composition Index”
Then you’re looking at how well they match your keywords. Even if the traffic volume isn’t as high as you’d like, you really need to go for relevancy first!
And when you’re targeting your true prospects, in that way, then you can concentrate on getting great placement on those sites
That’s where you make up for the lesser volume. Get prime placement in front of the audience you want to be in front of.
That’s how you turn Content Targeting from a “suckers bet” into actual profitable sales!
Update:
The official name of “Google Ad Planner” has now been changed to “DoubleClick Ad Planner”
Don’t know why they’re insisting on the “DoubleClick” brand there. I’ll still be calling it “Ad Planner” for short!
Thanks for the very helpful information!