Stay On Top of Your Search Engine Marketing Efforts

Ryan Faria - March 24, 2010

Any advertiser who participates in search engine marketing understands the importance of having your ads seen.  Constantly monitoring keyword cost per clicks can be difficult for just a search campaign, never mind a content campaign.  Because your ads are appearing on such a wide array of relevant sites within the content network; indicating the ad position in each site can be daunting.

Recently, Google has modified the options for content campaigns.  While excluding category types is not a new function, the ‘below the fold’ exclusion is new.  What does ‘below the fold’ mean?  According to Google, below the fold ad placements occur ‘when people need to scroll down a page to see your ads. If ads are visible immediately when someone visits a page, those ads are above the fold.’

This new feature is invaluable to ensuring that searchers are, in fact, seeing your ads.  Online advertisers have long awaited an exclusion feature such the below the fold option to not only automate content campaign ads, but improve click through rate (CTR).  Traditionally, content campaign campaigns tend to have an extremely low CTR. A low CTR indicates that your ads are being displayed, but are not being clicked on.  Even though, the searcher may not see the ad, due to its position, it is still counted as an impression.  However, the potential to greatly improve the CTR in content campaign is now possible. 

Test this option in your content campaign by accessing the exclusion option and selecting the ‘below the fold’ as a category exclusion.  Utilizing this tool is just one more way to help you stay on top of your competition.