Adwords content network vs search network

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LotsOfZeros

LotsOfZeros

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I have seen it mentioned here before that some are separating their content network and search network bids under totally separate campaigns. Given the fact that you can define different default bids for each of these, what is the rationale for separating them?
 


If you get slapped, it will be for a whole campaign, so this is somewhat of a safeguard against that depending on if that's an issue for you.

Also, the two can be very different as far as what converts so for tracking purposes it can be pretty helpful.
 
you can also dump thousands of keywords into a content campaign that you don't want for search campaigns.
 
When running adwords campaigns I have found it extremely important to separate content network and search network in separate campaigns and here is why:

1.) It is easier to track your results with their CTR.

2.) I have found I have received more clicks :).

3.) Sometimes an add on the content network is not as effective as it is on the search network and sometimes vice versa.

4.) You can really pin point which clicks are being more profitable and you can raise the daily limit accordingly.

I know it takes some work to separate the two sections of adwords into two campaigns but I have found it to be well worth it and I would highly suggest it for anyone that is using adwords.
 
Content and Search are two completely different beasts.

For one - you need a completely different keyword approach for each one. In search, you're looking to bring in traffic based on more or less a specific product or solution the user was actively looking for.

In content, you're trying to bring them in as they are not necessarily actively looking for an ad or a link, but you wanna have your ads present on the pages and sites they visit.

Therefore - you should research two different keyword sets. On content, you will usually have a larger negative keyword list, for example. Having it in its own campaign also makes sense from a management point of view. You can give each campaign its own ad-scheduling and budget. Budgeting a search campaign can also be very different than budgeting a content campaign in the same niche, for the same product.

For both search and content campaigns however; always set up smaller, tight adgroups with closely related keywords (if doing keyword-based content). For placement-content, break it up into several site adgroups based on site themes and demographics.

And lastly...yes, your CTR will be fucked in the asshole if you mix it all into one campaign. ;)
 
harry1970 said:
you can also dump thousands of keywords into a content campaign that you don't want for search campaigns.
Click to expand...

Very true. Also I find that I need to word my Ad text differently in content versus search. The reason being is that sometimes people see a title for your ad on a site and click without realizing it is an ad. I usually put the call to action right in the ad (clicks are less but ROI is greater)

Also, a huge reason for separating the two is tracking data. I would much rather have search and content separated to track results better. Content and search are very different beasts so if I lumped the campaigns together I would be getting skewed tracking results. For me its all about data and knowing how much things are costing me and cutting loose campaigns that don't cut it.
 
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