Google's Content Network Strategy

Recently attended a session with Google and was quite impressed by the way they are positioning their Content Targeting. Other Search Engines may have the same features and capability but the question is does everyone know how to position their products, Google knows! So, how are they wooing their marketers. They have divided their Content Marketing into four stages :-


Broad Reach

Google Contextual targeting can be used as a tool to increase awareness of the product at cheaper cost. So, if the ad text matches with the content of the website then the ad appears. One doesn't really have a control on where the ad appears. But the spillage can be controlled by adding Negative keywords for the placements where possibly the ad can appear.

Apart from Cost benefit, it also allows the advertiser to appear on the most relevant content with the help of Google's algorithm. So, lot of visibility at the right place with cheaper cost

Know your environment

This feature gives the liberty to all marketer to choose the most relevant environment as per their choice. So, one can choose the list of sites from Google network where he would like his ad to appear. For example sports shoe advertiser thinks that his ads should appear more on Sports site or shopping sites or only these two environment, he can make that choice.

Enthusiasts

This one is created by Google themselves. Apart from showing the ad at the most relevant places, Google allows the advertisers to chase their target audience by following their interests. So, for example a user is more interested in Sports, Cars etc and this shows by his Web browsing history then he would be shown Nike Ads whenever he is browsing any Google Content Site.

Unlike the first step which was more closer to Pull Strategy, this is clearly Push Strategy where marketers are pushing the message to potential interested target audience.


Prospects

This is one of the most effective tool that allows the marketers to reach their target audience when they are at the last stage of Purchase funnel. So, people those who have shown interests in advertiser's products before but due to some reason they dropped off. They are the prospective buyers and one step closer to Purchase. Ads could be more effective if they are being directed to Prospects.

So, I found the Google's positioning, please feel free to voice your opinion.