I've just downloaded Adwords Editor and I'm stuck. I want to copy my Search Network Campaign into a Site-Targeted (Placement) campaign, which is to be shown on the content network only. Any ideas?
content and placement targeting are not meant to be mirrored from search. The setup and strategy is 200% completely different. If you mirror your campaign your likely to fail and throw away money... In fact, just give me the money you were willing to spend on content, and I will give you half back. This way you will get a better deal than giving it all to google for nothing...
OK fair enough. I'd read that you can pretty much copy the campaign and just choose much lower CPC. I've got the CTR's right up for the ads .I realise they may be completely different on the content network, but it's a start, and I'd continue to split-test to improve CTR. Any further information why it'd be a bad idea? Surely it'd be better that starting ads from scratch as I at least know the ads perform OK.
search marketing is direct response and content marketing is visitors in the research and exploration stage. So the text ad used for direct response will perform completely different. Text ads in the content network need to make more bold statements and capture the readers eye off the article and onto your text ad. Many content web surfers subconsciously ignore advertisements while reading articles or doing research because they do not want to be bother. But when they do a search, they are more likely to respond because they want to be advertised to. Lastly, content keyword portfolios do not perform the same as search network. The content network only sees the first 50 keywords in an adgroup, the ad are not served up based on the keywords used, but rather the theme the keywords talk about, and a lot of other factors that are too long to list in this post. Do some research before entering the content network... You can get burned very quickly
Very informative, thank you. I always knew conversion rates can be lower for the content network so I've always turned it off. But 3 years down the line, with some nicely profitable keyword targeted campaigns, I thought I'd give the content network a go. Looks like I'm gonna have to start from scratch then! Thanks again for your feedback. It's really highlighted the differences.