This is how I setup my content network campaigns: - I create themes by grouping keywords (between 5-30 keywords per ad group); - set extensive negative keywords; - let it run on the complete content network; - after a while I excluse sites that I don't want to have my ad shown on.. I know that this is not the only way to hit the content network. Another one is selecting placements and create ads that get shown on the selected placements. I'm thinking of using placements in combination with keyword themes. Combining placements and keyword themes the ads only get placed on pages that match with the selected themes. What do you prefer and what works for you? And why? Cheers! Adriaan