I had a campagin targted both on Search and Content. However, couple days ago, I splited this campagin into two campagins, a Search Only and a Content Only. After running them for weeks, the CTR of Search Only Campagin increases little by little, however, the Content targeted doesn't. So, I increased my Bid on Content, but what suprised me most is that the CTR decreased, cause I receive a huge impressions than ever before. So, I wonder if it helps if I reunion these two campagin, for I have a good quality score on Search, does this search CTR effect the Content if i put them all together in one group? Sorry for my poor English and thank you guys in advance!
Firstly, you were very lucky when you split the campaigns. When I moved my content network into a new campaign, I lost its history, and as a result, the Quality Score crashed, the advert appeared on far fewer websites, and I lost most of my traffic. The clickthrough rate on the content network is not relevant to anything. It depends on the sites that the advert is appearing on, but also the location of the advert on the site. By increasing your bids, you've added the advert to some new websites. One of these is getting a lot of traffic, but your advert is either not very relevant to it, or just poorly placed on the page. Don't worry about the ctr on the content network, all that matters is the number of clicks you get, how much each one costs, and how well they convert. You can improve these numbers by running a placement report, and blocking the websites that are generating poor quality clicks.
So, where can I create a placement report. I see no where shows the performance of each keyword in my content campagin. One more question, did you mean that QS performace will be reset if I move a keyword from one group to another?
Your content campaign doesn't run on individual keywords, it runs on Adgroups. If you create a new report (select the second tab - reports), the last option (just below search query performance) is placement performance. This report will tell you how your advert performed on each website. Then you can remove the ones that aren't working (no conversions or very expensive conversions, not low ctr), using the option in Tools.