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When you create an AdWords campaign you have a choice as to whether you want your ads to appear on Google’s network of content sites. These are sites that have signed up for Google’s Adsense program, which allows them to display AdWords ads on their pages. Generally speaking, this is not very targeted traffic. Google tries to display your ad on pages with relevant content, and it does a pretty good job of it. Nonetheless, I personally do not like this traffic, and I will tell you why.
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When marketing on the Internet, the sooner your ad is displayed to your prospect, the greater your chance of making a sale. This is the reason why search engine traffic performs so well. Most surfers initiate their Internet activity at a search engine. Indeed, many have a search engine like Google, Yahoo, or MSN set as their home page. In other words, it is the first thing they see when they log onto the Internet.
When your site is shown on content sites it is being displayed to surfers who have often been online for a longer period of time and are generally not as receptive to your message. Add to this the fact that your ad will not be as targeted and your chances of converting the surfer are even less.
One strategy that can be used with content targeting is to create a separate campaign for it. In this campaign all bids would be as low as possible, i.e. 5 cents. In this way you can display your ad on content sites, but the cost would be more in line with the traffic’s value. Keep in mind also that there is greater chance of click fraud when advertising on content sites, which is another good reason to keep bids as low as possible.
Google recently added a feature where you can bid separately on your content network ads, which allows you to bid lower on your content network ads without having to setup another campaign. This is useful and can be a good solution. I still prefer to create a separate campaign for content network advertising, however. A separate campaign allows for greater organization and analysis. This choice is one of personal preference, though, and you should use whichever option you feel more comfortable with.
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