Google Ad Planner is a media planning tool that helps with identifying websites your target customers might be visiting.
You can store a list of sites you want to advertise with, generate aggregated site statistics. You can even find audiences by their demographics and interests.
If you’re advertising on the Content Network (i.e. Content Targeting) then you really need to use the Google’s Ad Planner tool.
This gives you a much better way to search and filter sites, than the usual site selection interface.
Don’t worry about volume so much. Try to focus on really well-targeted traffic.
Better to get 10 clicks a day and 1 sale, than 500 clicks a day and ZERO sales!
Anyone who’s gone for the Content Network has been tempted by some of those higher-volume sites. That show 500k+ searches a month. You really want to avoid that.
Here’s what you do, in a nutshell:
Open up Google Ad Planner. You can sign in with your Adwords account info
- Search by Audience.
- Pick your Audience (top line of buttons), via the drop-down options.
- Click the “Load Audience” button.
- Filter your audience (2nd line of buttons), via the drop-down options.
In “Ad Items” be sure to select “In Google Content Network” to actually include the Content Network.
As you pick filtering options, it will automatically update the list.
- Pick the ones you want, starting from the top down.
- Copy/Paste them into your Content Network campaign, as sites to target.
Maybe start with just one site, and see how it goes.
And there is a lot you can do with those drop-down options. I’ll be going into some of those in other posts.