The Effectiveness of Content Network Distribution

Posted by Andy Murray, Program Manager (Paid Search)

Search can be very expensive for certain general keywords.  That’s why it’s important to always be on the lookout for opportunities to cost-effectively gain incremental click volume.  One way to do this for general search terms is to utilize content network distribution.  The average cost per click on the content network is much less than that of search.  Cost per thousand impressions is also less expensive, providing additional branding value for advertisers looking to target in-market shoppers who are not set on a particular brand.

One of Performics’ major automaker accounts illustrates how effective content network distribution can be.  In Q1 2008, the client’s average cost per click for content network distribution was roughly half as much as search network distribution for general auto keywords.  The number of impressions on the content network was 40 times as much as search, providing substantial brand awareness at an inexpensive CPM.  On the content network, conversion rates were comparable to search.  Overall, the content network provided roughly 65% of clicks at roughly 45% of cost for the automaker.  This suggests that content network distribution for general keywords should be considered as part of an advertiser’s overall search engine marketing strategy.

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