We recently tested two campaigns on MSN’s content network. It is well known that Google’s content network is a reliable source of targeted traffic. However, I have had a few shaky experiences with Yahoo and MSN’s content network in the past.

Thus, for the most part, we focused more on optimizing our Google content network campaigns as opposed to dissecting Yahoo and MSN’s wildly unpredictable content campaigns.

However, after seeing quite a few very targeted content ads well placed in MSN content pages, I decided that MSN’s content network deserves a closer look. While I cannot say which campaigns we tested, I can say that they were affiliate offers in two completely unrelated industries.

We invested $2,500 over the course of 4 weeks and purchased over 4,000 clicks. The bottom line is that MSN’s content network, while still somewhat unpredictable, is much improved and can be a source of unbelievably targeted prospects.

Specifically, here are our discoveries:

1.    We found a handful of placements that reliably show conversion rates of up to 10X higher than similar traffic from Google and Yahoo paid search campaigns.

2.    Ads for products in some industries (Think financial niche) will bring traffic, but almost a non-existent conversion ratio.

3.    The number of different web properties is limited – even with a broad appeal type campaign, e.g. business opportunity, which had over 10,000 different keywords.

4.    You have good control over your placements including the ability to exclude properties as well as access reports on where your ads were served.

5.    Placement reports are available quickly, sometimes only 10-12 hours following the visit. (Compare this with Google’s placement reports which are available 48-72 hours following the visit)

6.    Placement targeting campaigns are an option although operating a placement targeted campaign is a challenge because of the limited number of available properties.

7.    The advertising reps are helpful and willing to set up a content only campaign if you request. (They’ll even identify keywords which are likely to trigger good traffic on the content network)

The bottom line is that MSN content traffic is much improved. Traffic is limited and sometimes poorly targeted. However, it is worth the time and resources to invest in a new test campaign to identify the small number of properties that consistently bring you targeted visitors. Of course, you should expect investing a reasonable amount of time up front monitoring your traffic and excluding any irrelevant properties.