Keyword Targeted and Run of Network Campaigns Explained

If you’re getting ready to kick­off your first advertising campaign, you may have already come

across two main campaign options: keyword targeted and run of network (RON). Deciding

between these two types of campaigns will go a long way in defining the success of your

advertising efforts; the decision will also greatly affect the required investment in time and money.

We’ll explain the key differences between each.

For starters, some brief definitions: Keyword­targeted campaigns place your advertisements in

front of consumers only when specific keywords appear in the Web content or search box. (You

can also filter out negative keywords.) RON campaigns display ads across an advertisement

placement agency’s network of sites, which may be broadly categorized by topic or demographic.

Do You Want to Extend Your Reach or Narrow Your Focus?

RON campaigns are great for low­cost, high­ visibility campaigns. If you’re launching a new

product or service, this can make a RON campaign a sensible choice. You’ll lower your financial

investment and generate a large number of impressions and click throughs to grow awareness.

Similarly, if your company already enjoys a strong brand presence, the impression ­heavy effect of

RON campaigns—compared to conversion­ focused, keyword ­targeted campaigns—can have

benefits. A third effective use of RON campaigns is if your product is of interest to a wide

audience, something anyone, not just a niche demographic, may be interested in, like dish

detergent or plumbing services.

However, while you’ll be able to extend your reach, you won’t have control over where your

advertisement appears. A RON campaign purchases advertisement space throughout an

advertisement placement agency’s network. You may be able to specify a subset of that network by

category or demographic—say, household products or men ages 24 to 35—but you will not be able

to choose specific sites or placement on pages. This is because advertisement placement agencies

provide lower rates in exchange for obtaining paid advertisements for lower­demand site inventory

and placements.

Keyword­targeted campaigns, on the other hand, are ideal for creating niche offers designed to

convert. With keyword­targeted campaigns, you’re paying only for a small subset of users to see

your advertisements. If you’ve performed good keyword research and designed compelling

advertisements, keyword­targeted campaigns are almost always the better choice to generate

conversions and revenue. Finding effective long­tail keywords is critical to avoiding the more

competitive and costly head and body keywords. Overall, you will generate less traffic, but it will

be better traffic—quality over quantity.

Are You Looking to Scale Back or Are You Ready to Grow Your


One of the benefits of RON campaigns is not just their lower cost but lower time investment

required. Because you’re deploying the same advertisement to a wide network, campaign

management is far simpler. You’re not required to develop several—perhaps dozens—of unique

ads designed to draw the attention of many narrow audiences. If you’re just getting started or

attempting to scale back your online advertisement investment, RON can be a good solution.

Conversely, keyword ­targeted campaigns are a great choice when you’re getting more serious

about your online advertisement efforts. They provide you with an opportunity to design tailored

offers that will appeal to specific portions of your clientele, increasing the chances of conversion.

Generally speaking, smaller subsets and increasingly targeted advertisements will yield continually

higher click­through rates and conversions (to a point). Keyword­ targeted advertising approaches

the “one­to­one” marketing concept predominant in modern marketing theory.

Remember: Many of the decision points between a keyword ­targeted and RON campaign come

down to the specific needs and goals of your business, regardless of what advertising gurus may

tell you. Consider your budget, in both money and time, and your goals—broad brand awareness

to a wide audience or conversion focused advertisements to your niche demographic. And it’s also

worth noting that you can’t get truly great advice until your campaign has been running for some

time. That’s when you’ll get to look at the metrics to see whether the return on investment is

meeting your expectations.


Our CTO – Founder, Gerald Owens, on Growth, Expansion, and More

Gerald Owens, CTO – Founder of BlueLink Marketing, discusses how the company was founded, growth, expansion, and more. Check out the video on YouTube by clicking here or watching it below.



Penguin 3.0 Update Released – What It Means to You

Google’s Penguin 1.0 update appeared on April 24, 2012. It was the first in a series of updates that continued into 2014 with Penguin 3.0—the sixth Penguin update—which released on Friday, October 17, and continued to roll out over the next several weeks. All Penguin updates have targeted spammy aspects of sites, focusing primarily on sites with weak backlink profiles. Understanding the Penguin updates is critical to maintaining your presence on the world’s most popular search engine.

The Power of Backlinks

Penguin 1.0 affected about 3.1 percent of all English-language search queries, the most of any Penguin update. Estimated to affect about 1 percent of all queries, Penguin 3.0 has had a surprisingly small impact compared to expectations. Penguin 3.0 appeared a full year after the previous update, Penguin 2.1. The waiting period between the two most recent updates proved particularly arduous for webmasters hit hard during Penguin 2.1—only after the release of Penguin 3.0 could they begin to judge the effectiveness of their improvement efforts following Penguin 2.1.

Because Penguin focuses on backlinks, updates are rolled out simultaneously in all versions of Google. Language does not play a major role in backlink assessment, so any site, regardless of country of origin or primary language, should have seen the effects, if any, from the release of Penguin 3.0. (Panda updates focus more on site content and other language-dependent aspects.)

A Penguin Refresh

According to Google, the Penguin 3.0 update was a “refresh.” In their definition, a refresh means that the algorithm was simply rerun, not altered with the addition of new signals or other changes. The refresh should improve rankings for sites that have performed effective link audits between Penguin updates and also punish sites that may have slipped through the cracks on previous occasions. The Penguin algorithm, Google has stated, is not part of the regular refresh of Google search results. The entire Google algorithm, including the separate Penguin component, must be rerun in order to refresh Penguin elements.

Some webmasters may see an indirect impact from the Penguin update. This can occur if your backlink structure depends on other sites that may have been hit by Penguin. In other words, if a formerly high-quality site that links to your own is penalized, you could end up the unintended casualty as your backlinks are devalued. The quality of your backlink community matters: No site is an island.

Link Auditing and the Threat of Black-Hat SEO

The best way to protect your site is to perform a comprehensive link audit on a regular basis, even if you haven’t noticed any significant negative effects from previous Penguin updates. The Penguin Penalty Checker Tool ( can compare fluctuations in your Google ranking alongside updates to Penguin—any correlation may suggest a potential problem. A thorough link audit is also important because of the growing potential for negative SEO. Negative SEO is the black-hat practice of intentionally creating weak backlink structures for your site, which can, without your knowledge, damage the reputation of your site.

To start the process of assessing Penguin 3.0’s impact on your site, first check to see if your site has changed in Google SERPs. If you’re affected, the most likely cause is a weak backlink structure. A full backlink audit, whether or not your site was affected, is the best regular check-up to make sure you avoid any direct penalties from Penguin releases. Once you’ve corrected any potential issues, you’ll have to wait until the next update or refresh to find out whether your efforts had a positive impact.


We’ve Gone Social at BlueLink Marketing

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Tips on Writing Ad Copy that Converts

Tell me if you haven’t imagined this before: a Google user, sitting at her desktop, her finger hovering over the mouse button, the pointer resting on your link. But the finger, for some reason, won’t descend. The pointer scurries away; the page scrolls down. And like that, your lead is gone. The tension-filled space between the finger and mouse button isn’t air—it’s great copy. And here are a few tips for writing ad copy that converts.

Value Clarity above All

The winning answer for most ad copy decisions is clarity. You want the words in your ad to match as closely as possible to the keywords of your searcher. That’s why, in a Google AdWords campaign, the top keywords should appear in your 25-character headline, 70-character body, and display URL. This is no time for synonyms, especially since keywords in your description will receive complementary bold-face type. Using dynamic keyword insertion takes this tactic to its furthest end but is not without drawbacks.

If someone searches for “Indestructible Dog Toys” and your headline is “Pet Products for All Creatures,” your conversion rate will suffer. This is also why you should write unique ads for every ad group. Integration between user keywords and text in your ad is paramount.

Tap into the Subconscious

Part of that integration is understanding not just the product your consumer wants, but why they want it. In addition to providing clear information about your product or service, promote its benefits—the pain it alleviates. To do this, you’ll have to step back and think about your client’s needs. What are their reasons to accept your offer? What are their reasons to reject it? What information will provide the answers they need to say yes?

Noting added benefits can help. If you’re selling software, including an offer of 24/7 support might relieve their fear of learning a new program. If you’re in the clothing industry, a promise of free returns is an effective way to give buyers confidence. Removing barriers is just as important as creating incentives.

Give Them a Reason to Click…Now

A great call to action focuses on consumer benefits, reduces fears, and also inspires urgency. Conveying urgency can occur in many forms—a limited-time offer, limited quantity, exclusive savings. You want readers to know that your offer has an element of scarcity. “I can always come back and get it later,” has undone many near-conversions.

Test, Measure, Compare

Whatever tactics you choose, modern metrics save you from the burden of intuitive genius (if there is such a thing). Create several versions of copy for the same ad, then track performance. Measuring your results refines an individual campaign and can establish your best-practice guidelines.

And if you don’t know where to start or need new ideas, see how your competitors—the successful ones, anyway—structure their ads. You may learn what you can do to improve your own, or how to differentiate yourself in a positive way. After all, you want your customers to feel that your solution is the only one for them, and the one they need now.