A new feature added today is pushing the content network & placement targeting much more than we’ve seen previously.
It allows you more control over the content network, by adjusting your content bids based on the sites where your ads will show.
Sounds like a great feature & it should help improve cost per lead/sale.
The only slightly worrying thing is the addition of a new tab in the AdGroup view that appears to overly encourage advertisers to change their campaign settings & add content. Please don’t do this. If you’re going to use the content network, you MUST setup a new campaign that ONLY shows ads on content & not combine them with your search traffic.
Yes you can use content bids to make sure you don’t pay too much – but if you combine both sets of traffic into one campaign it’s just too easy to get confused by the stats & make the wrong decisions (although you can now separate these two very different sets of numbers).
By far the best thing to do is use AdWords Editor to make an instant copy of your campaign. Just change the name, the network settings & (if you like) the bids.. and you’re done. An exact copy of the search campaign you already know is working. All your adgroups, keywords, ads & negatives in exactly the right place. Easy!
Now start using the placement performance report & adjust as necessary.Get rid of underperforming placements (gmail is often one of them) & bid higher on the ones that work.