Most Google AdWords advertisers know that their ads can show in two types of places: the Google Search Network and the Google Content Network. With the Content Network, AdWords ads appear on informational sites when Google deems an advertiser’s search term to be relevant. There are two perils of advertising on the Content Network:
1. At best, using the Content Network may muddy results. Your ad is likely to show much more often on the Content Network than the Search Network, but since results aren’t tied to a specific search term, it can be harder to get a real reading on your results.
2. At worst, you may get a lot of unqualified traffic that doesn’t convert well.
It’s always best to start by opting out of the Content Network until you get your AdWords program up and running smoothly on the Search Network. Then, you can gradually test it by opting back in, but placing separate – and very low – bids on the Content Network. Monitor carefully, adjust your bids gradually, and you may find that it’s worthwhile to continue. If not, turn it back off and carry on with the Search Network.