Do you have a search site? Submit it free to the internet's best search industry directory. » Click Here Search Engines Google, Yahoo, MSN... Search Marketing Marketing, Budget, Planning... Pay Per Click Bid, Price, Quality... SEO Companies Optimization, Manage, Company... SEO Tools Track, Search, Create... Analytics Statistics, Counter... » Submit your site for FREE « More... Get Your Site Submitted for Free in the World's Largest B2B Directory! Email Address: * URL: * *Indicates Mandatory Field Terms & Conditions Titan Quest Forum Nintendo Wii Graphics Forum Halo 3 Forum Mac Software Recycling - Bad For Google Content Match By: Gary Angel 2006-07-27 By far the most common strategy when it comes to building Content Match campaigns is to simply take your existing Search campaigns and turn on Content Match. Maybe Reduce, But Not Recycle Or Reuse This is a very bad idea. There are several reasons why, but Im going start today with only one of them " the fact that not all search terms will work well in Content Match. The vagaries of Content Match will virtually guarantee that some of the words in your search set are very poor candidates for Content Match - search terms that, for one reason or another, have a very high match rate to irrelevant or inappropriate content. That wouldnt be so bad except that its virtually impossible to figure out which Search Terms are the culprits! When you get Content Match referrals, you know what Ad Group they are from (and, if you check referrals as we suggest in Part II, even what site they are from). But you dont know which search terms caused Google to think the page was relevant to your ad. Nor is there any way we know of to find this out. So youre stuck weeding out the garbage. Thats fine until the next month when Google will likely stick you with another influx of bad sites and you have to repeat the process all over again. And again. And again. Its better to start with a small subset of highly relevant search terms (dont do broad match!) when you build a Content Match campaign. Evaluate the results by examining the referrals and the performance. If the results are acceptable, then you can add new words. You might even consider adding the new words in a separate campaign and not consolidating the two until you are sure the new words are also acceptable. Using this incremental approach, you can quickly identify search terms that dont work well in Content Match " and youll save yourself a lot of cleaning going forward. Are there also search terms that work well in Content Match but not in Search? There may be, and in the next couple of posts, Ill discuss various ways in which Content Match campaigns are different from Search and require different ways of thinking and different analytic approaches Tag: Google, content match Add to Del.icio.us | Digg | Yahoo! My Web | Furl Have a bookmark! - About the Author: Gary Angel is the author of the "SEMAngel blog - Web Analytics and Search Engine Marketing practices and perspectives from a 10-year experienced guru.

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