The Content Network is Google’s network of advertising websites on which they place ads. You can actually select your websites when running a PPC campaign by narrowing your Content Network focus to keyword-based, placement targeted, or both.
A keyword-targeted campaign on the Content Network is just as its name implies. You select the keywords that you want to target and Google will place your ads on web pages that are optimized for those keywords. There are advantages to doing this, but we don’t recommend this strategy for all customers across the board. Whether or not you wish to target by keyword depends on a number of factors and if you think that your targeted keyword could be used on a number of sites where your targeted visitors won’t traffic then it will just waste your time and money. That’s what you want to avoid.
With placement targeting you can choose the specific sites you want you ads to run on. For instance, if you sell cowboy boots then you’ll want your ads to run on sites that might sell cowboy hats or other western wear, or you may want your ads on sites that attract a large traffic base of country & western music listeners.
The Google Content Network offers many more opportunities for advertisers and can often lead to more conversions and more targeted traffic.
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- Creating Placement Adgroups for an Adwords Content Targeted Campaign
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