I've seen differing results based on the type of campaign I'm running but is there a clear cut winner when it comes to deciding which network to use? The ads I've noticed have to be very different in order to achieve respectable results...maybe the users behave very differently. Do you specify the sites you want to advertise on in the content network or just let that puppy run? Thanks.
Both can be very successful depending on the industry that you are in & your business goals & objectives When considering advertising on the content network (or now named the display network) I would always recommend having: 1st campaign set using automatic placements - keep your keywords broad, create as many image ads, a wide variation of text ads & keep a track of things and exclude irrelevant websites during your optimisations! 2nd campaign have a managed placement campaign - use the "placement tool" to help you find placements so you can target your ads to specific sites or pages across the network. Other aspects to consider - your CPC on the display network can be as much as 60% lower than the search network - don't expect amazing CTR's by using the display network (so get contact details on your creative adverts) however rest assured this won't affect your quality score Hope this is helpful
Search is better.. if your ad is good, you will get good CTR.. since people are already searching for the info / product.. in content its interrupt marketing.. people are not looking for anything to buy but your ads & LP have to convince them that they are going to lose big time if they do not click on your ad.