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.
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