based on my experience so far, content network is cheaper even when your max bid is the same for both.
I suppose you are referring to the keyword-targeted content network? Then content network is definitely cheaper...
Yes, content network is less expensive at first but when you look at your ROI the search network is less expensive.
Content network can be cheaper by the click, and less targeted - which means if you dont watch your campaigns closely at first - you still could run up a huge bill with google very quickly.....be careful!
Lol... Content network RULES if you know what you are doing.. you are paying 50% less than Search and getting twice the ROI... using "placement targeting on CPM" I've made some serious cash for virtually no cost at all in multiple niches... Today as an example... $1 in adspend... 18 clicks... 1 sale and 8 leads for 5 minutes work I did weeks ago... It's not this great every day, but I'm getting at least 50% sign-ups at $0.12/lead and generating sales at least 1 in 30... Do the math... No way would I be able to pull it off with search.. that's more like "spend more to break even and get all the leads the follow up with products and upsell buyers to make a profit" Hope this helps? - Chris
content can both rule and suck, and mainly depends on your product, target audience, and traffic received from the content network. True, many people do not understand content, due to the way it works, but for myself, I have a strong understanding of the content network, and I have seen many campaigns flourish many times over search and also the other way around where content can never out perform search. It depends on your industry, products and services. Unless you dabble in a wide variety of industries, you will not see the differences.
The content network is totally different to Search, as many have already suggested your advert is a lot less targeted. As long as you incorporate this within a campaign and understand the restrictions you'll generate cheaper clicks and improve your ROI. A good example is one of my clients has developed a great product that is vastly superior to traditional solutions, this can be communicated reasonably within a text advert. However, a video/image of the product in action will help with product awareness and educating visitors about the potential, this is only available in content.