Positioning your ads on Google search is a black-and-white proposition. (Once you understand all the nuances, like CTR and quality score and market research and conversion and everything else anyway :^)

Google Search is linear. It fits inside a box.

The Content Network, however, is an ecosystem. It’s not linear, it’s exponential. Which means some people get abysmal results while other people build $50 million empires.

In Content, ads can go “viral.” You create a compelling offer that successfully interrupts people, and you can do all kinds of magic. I call it “The Jet Stream.” Some of my students get 50,000 clicks per day from the Jet Stream.

I’m guessing that only about 5% of Google advertisers really “get” the Content Network. The rest are without clue.

Of those who get it, most do not really grasp how forceful it becomes, once you optimize. The small fraction of Google advertisers who know how to leverage this are making a killing. Google, in turn, continues to refine and add more features.

When you climb inside that ecosystem, amazing things happen. The most aggressive evolution in Google is happening right there. It’s super exciting. It is a revolution.

The other revolution that’s happening is Image Ads. I’m going to guess that only 3% of Google advertisers are even using them at all. It’s an elite group and they get a hugely disproportionate share of the traffic.

Publishers on the AdSense side are also starting to discover that adding Image ads to the mix increases their profitability. Really great text ads get 0.25% CTR’s but the best image ads are getting CTR’s of 2-5%.

As soon as your image ads exceed 1.5-2% CTR, your cost per click begins to drop like a rock.

Shelley Ellis is absolutely on the cutting edge of all these developments. We just finished the “Beginner’s” Content Network Boot Camp and on January 13 we’re starting “Intermediate.”

Intermediate will move you into the top 1% of all Google advertisers.

If the Content Network is a significant source of traffic for you then I have a Rockin’ guarantee you must check out. Details here:

http://www.perrymarshall.com/shelley

Perry

About the Author

Perry Marshall has launched two revolutions in sales and marketing. In Pay-Per-Click advertising, he pioneered best practices and wrote the world's best selling book on Google advertising. And he's driven the 80/20 Principle deeper than any other author, creating a new movement in business.

He is referenced across the Internet and by Harvard Business Review, The New York Times, INC and Forbes Magazine.