When creating a PPC campaign, do you also set it in the settings for your add to show in the content network, or do you just have it set to show in the search network? Is it better to have it just on the search network?
Yes, the ability to opt-out(the default is to opt-in..sneaky of Google) of the content network is located in the settings, and can be edited at any point. For various reasons, the search network(both Google and their syndicated partners) is typically a more cost effective channel than content. But, it can also be a good source of incremental traffic, too..It really just depends on what your goals are. If it's to convert the traffic into some sort of action(sale, sign up, lead, etc..), then content isn't going to be your best bet. Traffic that comes from content is typically not as further along the sales/buying cycle than what you get with search. The intent isnt' there like it is with search. Hope that makes sense..
It makes a lot of sense. In my case, I do not make any conversions per se and so I keep the content network on. However I wonder sometimes if I could, instead, increase the search bid and turn the content network off completely. Have not done it yet.
Yeah, you definetly could generate that traffic by increasing your bids in search. Probably a good test. I find that content can be a little cheaper(especially if your bidding on a cpc basis, rather than a cpm), but the engagment stats from content are far less effective(ie: less time spent on site, high abandonment rates, less pageviews, etc..). If your not really measuring against a bottom line ROI metric, post click analysis can be key.
Ok, I am convinced and going to turn the content off for a couple of days to see how it will effect the time spent on the site by the visitors.
If you are putting ads on the content network - it is extremely important that you create a totally separate campaign for tracking purposes and never combine search and content in the same campaign.
I totally agree with Chris, you shouldn't mix Search and Content in the same campaigns. Turn the content network off until you've mastered using AdWords just for Search in my opinion.
Just like Fletch 123 said, content network is less cost effective than search network. You can still do trial and error if you really want to explore both Adwords type.