I was surfing the Internet this morning when I stumbled upon an old colleague’s blog, Tropical Web Works. The posts, authored by Sonja Ray, haven’t been updated in a little while, but there is still some great information buried within.
The post that most intrigued me was “Eight Tips Every Adwords Advertiser Should Know.” It contained some great basic steps that every advertiser should follow including:
- Opt-Out Content Network
- Exclude Myspace.com
- No Search Network
I had never heard that before. Although by default if you do opt-out of the content network you have no fear of being included on myspace, if you don’t take this crucial step you may be included on Myspace. Why would anyone want to do this? Why would you want to take the time to alienate or eliminate a huge base of eyes to get your product in front of? Sonja makes a great point:
When myspace.com started carrying Google ads, thousands of advertisers were suddenly hit with huge advertising bills because of all the kids on myspace who click-click-click willy-nilly on everything they see, with no intention of buying anything
This seems to support our own observations. The advertising and medium must support the audience. Although Myspace is a great potential source for advertising (either with adwords or some other tool), its young, advertising savvy base is often not fooled or enticed by advertising, and, their familiarity with the system sometimes leads to them hurting advertisers (false clicks).