Todays tip for Adwords.

When you create a campaign in Adwords it is set up, by default, to run on both the search and content networks.

When I manage Adwords accounts I like to separate the campaigns into Search campaigns and Content Campaigns.

The reasons for this are:

• Ads running on the content network usually have low Click Through Rate (CTR). This doesn't affect your quality score if a campaign runs on both the Search and Content network - but it is hard to work out what the Search CTR is if it is mixed up with the Content CTR.
• Conversions are usually lower on the content network too - surfers are in browse mode not 'buy it now' mode.
• Some search terms are better targeted on Search Network whilst others work better in  the Content Network. For example - geographical job searches work best in the Search Network but Sector based  job searches wotk best in the Content Network.