I am about to do some restructuring of some campains where the content currently just mirrors the search campain. Does anyone know of any good resources dealing with the best way to set up content campains? I can find loads of good stuff about search but have yet to come up with anything substantial or useful that is specific to properly structuring content campains in any depth.
Well, you'll have to test it, to find out what works, but here are a few pointers: 1. Content network viewers aren't as targeted as search viewers, so write your ads accordingly. 2. The bids should normally be quite a bit lower then for search, and you can raise them incrementally as you test and see if they remain profitable, in order to find the right balance between volume and cost. 3. Phrase matching for specific key phrases is often an effective method to use to get a good number of cheap visitors. Above all, just test, test, and test some more. Make sure you split test all ads, etc., and track to see which ones are converting better.
Good advice Nathan, to add a couple: - 50 keywords per adgroup maximum - broad match only is needed for the content network as they're going by the theme and not the exact phrases in the adgroup - bid on the high side to get traffic rolling faster, then lower your bids in small increments - once your traffic slows, jack the bid up again until you get the traffic back - you're looking for the sweet spot between the lowest possible bid and most traffic - build tools to make setting up content network campaigns a piece of cake