It looks like keywords for Content Network and Google Search are working differently. I created several ad groups for Content Network (all keywords in all adgroups are phrase match). Let's say one group has keywords like "blue widget" and another "blue widget for yellow car". For some reason "blue widget for yellow car" generates much more impressions then just "blue widget". I would expect completly oposite result since "blue widget for yellow car" is not common phrase. Does Google ignore phrase match for Content Network and just use all keywords? What is the right way to write keywords for Content Network? Is there any way to find out if Google shows my ads in right places for right keywords in Content Network (Because I suspect that Google shows my add in completly wrong places)?
Remember, content targeting is about matching the theme of the site (or web page), but not keywords. Instead of content targeting, use site targeting and hand pick sites that you want your ads to display on.
Actually, I think Google pays attension to keywords which I had selected, because I have keyword targeted campaign (only content network is turn on). I have 6 groups with different keywords and each group has completly different impressions number (some have hundreds, some have more than 10,000), so I'm pretty sure that Google uses my keywords (maybe it uses site's content too I'm not sure). The problem is that I'm not sure how it uses keywords from my groups.