Entanglement of Keywords/Topics/Interests, the Spooky Action!

Evolution of Entangled Targeting

For a long time Keywords were the only way to define the context where ads should appear. A lot of Keywords were required to match the context correctly. With time Google upgraded its algorithm to single keyword matches. Now, you don't require many keywords to define the context, even a single keyword is enough. Google soon rolled out Topics and Interest, categorization of webpages and audience, and from here things became complex.

Now, contexts are defined, by not only keywords but also Google's categorization of pages & audience, known as topics & interest. Just like early days of adwords when few people understood how to get around keyword targeting on display network, same was true with these new features too. Adding to the confusion were target and target & bid feature.

Google does a great job by graphically representing the targeting on the side, but not many are masters of set theory, so the explanations about them on web by many bloggers are full of goof ups. If you understand union & intersection concept of sets then it should not confuse you, for more accurate analysis of what is happening just look into the spheres on side. It gives pretty good insight.

So, there are three ways of contextual targeting, which is of most interest for you, which you can either keep separate or entangle them.

Pure vs Entangled Targeting

If you keep keyword, topics and interest in separate adgroups or campaigns, it would give you most wide coverage of each kind. If you add interest or topic or both with keyword then they become entangled and context and bid is defined by whether you have chosen, bid only or target and bid.

If you have keywords in your adgroup, then they are always target & bid and you can't make it bid only. Using keywords entangled with topics helps refine targeting, where each of them alone may expose your ads on irrelevant pages. If you set up both as target and bid, it will result in decrease in exposure but definite enhancement in CTR and conversion rate. you may choose according to your requirement and competition you are facing. when competition heats up refinements of targeting is must. Same can be said about interest targeting. You can keep them separate or entangle with keywords or topics. Google charges 20% of CPC for identifying interest target audience, so its a tricky affair.

Who are Interest audience & why you must watch them closely

I don't want to receive call from people who are Marked Interested in SEM by Google. Why??

They are people who are always searching for someone in the industry and for what you just guess. Same is true for many services. They are highly dissatisfied people. They are hard bargaining people. Worse, you will meet some cheats too who keep on changing service providers.

I have got good result with interest categorization in diseases, homemaking, real estate and shopping goods targeting.

Before using it, you must try to answer why should one use his computer so much that google should mark him.

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Google Display Ad Templates Vs. Custom Uploaded Image Ad - A Comparison!

Template Display Ad Advantage

Google has added a big inventory of display ad formats, in your Google Adwords account over the past 2 years.

There were several barriers in trying image ad earlier. First, you needed to have it designed by yourself. Second, you need some technical knowhow to get it uploaded correctly. Flash files require click tags and size has to be compatible with given formats. Third, you need to pay the designer, who may not understand what idea to convey, and would have to stick to what she has given you for a long period.

Google Display ad templates, removes all the above barriers. It has some definite advantages over traditional image ads.

1. You get a large number of templates for various categories. You can choose and filter out them to meet your requirements. Your designer won’t give you so many choices. When it comes to ads, more the variety, better the outcome.

2. You can test several combination of text, font, color and background. Each gives different result and you can come up with best combination by testing. Testing is the key to get the best ad for you, which gives best result. This gives it a big edge over traditional image ad, where you remain stuck with limited creativity.

3. Template Display Ads very often have Better Performance Stats. If you haven’t yet run Template Display Ads, you won’t know it. Again I would stress here, better ads are achieved by testing many ads. Yes, it is the simple game of numbers. More you test, better it becomes. Because, traditional image ads have limitation with respect to testing, Template Display ads produce better results. In one account I found, it made the other image ads look useless in the account, which needed to be paused after sometime.

When you should Pay for Image Ad Designing

Image ads made by designers too can produce great result, and there are occasions when you should go for it.

1. When you have designer with exceptional skill.

2. When you have several creative to choose from. In that case, the picked ad has already beaten few ones.

3. When you know the message to be conveyed and have clear cut idea of what you want and what will succeed, after testing display templates.

4. When you want an improvement over display ad messages and have clearly understood that it will improve the performance.

5. When you get a chance to grab a winning idea. An idea which has already performed somewhere, maybe on some other network.

If you are a great fan of image ad and Display ad Templates, do not look appealing to you, you should place bid on some sites, which offers you choices. In any case, avoid going after a solo design, you would be taking a big risk going for it. On internet,

Nobody knows in advance when you are going to be proven wrong.

Internet tells you very quickly, when you have taken a wrong step.

It is always better to have something in store, when you are proven wrong.

Variety of ads reduces the chances of you being wrong and hence increases the chances of being successful. So, the strategy which gives you more options and security is a better strategy.

Recommended:

1. 
   Failed Ad Diagnosis - Why Some Ads Fail to Produce the Desired Conversion Rate and How to Avoid Them
   
2. 
   1+9Bold Ideas for Writing Google Adwords Ad Text/Ad Copy that Performs!
   
3. 
   Writing Adtexts to Boost Conversion of Your Google Adwords Campaign – Ad Writing Strategy!
   

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Content Network has now become Display Network - But, It is not mere Change of Name!

Did you notice the Display Network in your reporting and adwords interface. It is the new name for earlier content network. However, it is not just the change of name, and like every other change, google has imposed Ignorance tax with this too. Earlier, content network used to take the default bid of the adgroup in question to decide upon the max CPC of the adgroup, if you don't set the specific bid. However, its new incarnation, display network, will use avg. of all the adgroup's CPC. So, if you were in the habit of setting default bid for the content network, you might see unexpected CPC in your campaign. Most of us used to set up separate content network, and so we all were in the habit of leaving the field blank, so that default bid may be used as content bid. However, now, if you are continuing this practice, display bid won't be the default bid of the adgroup, rather it would be using an average of all your CPC bids. This average includes, in the order of priority:

Individual placement bid
Managed placements bid
Default bid

So, the default bid is the lowest in order, and you should know, it does not equals auto in your adgroup. If you have set up managed placement bid and individual placement bids in your adgroup which with rare exception we set up at higher value would impact the auto bid. Hence, if you were thinking that default bid would be used if you leave the desplay network bid ad blank, you are wrong. If you haven't set it up, you should do it as soon as possible, so that you are not charged in excess of what you wanted.

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How to Interpret View through Conversion Metric

View through conversion metric which has recently been added to your adwords account, needs some analysis before you consider it a success or failure. Important questions are:

1. What this says

2. What are the ads it take into account

3. Should you add them to conversion through clicks or not

Before you puzzle yourself with these questions, you should read this helpful resource from Google. Important interpretations are:

• This metric says how many people, who saw your ad, didn’t click and got converted

• It takes into account only ads triggered through adsense network.

• For adwords advertisers it will only show conversions on content network.

• It would only show conversion of display ads.

• It won’t work on search network.

• It won’t work for Text Ads.

It is pretty clear, this metric is only for tracking the success of display ads on content network. As the article makes it clear, the cookie in this case is set by adsense code on the page. It means if the page displaying adsense ads is displayed on your system, tracking cookie would get installed. It really does not matter whether your ad was above fold, second fold or blind fold. It would record the conversion if the **Page** carrying the ad is opened and some action has been completed on the site of the advertiser which advertiser has chosen to call a conversion.

If you are an advertiser who is targeting same site through different ad channels then, view through conversion would overlap. It means you won’t be able to know which ad/channel really worked. If you are targeting only through one channel say adwords then you can easily trust the figure what it says, however, it is not clear, whether the system takes into account only the conversion where people haven’t click on the display ads or do they include figures where, although visitor didn’t click on the display ads, he clicked on some text ad and got converted. Whether or not the two columns, conversion after click and view through conversion, has overlap and to what degree. Google or some researcher may reveal it in coming days. Till then just keep an eye on this figure and apply your common sense to arrive at conclusions.

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Multiple Presence on the same Page - It enhances your Conversion Rate Many Times Over!

Once upon a time People thought, since they have good SEO, and presence on quality keywords they don't need Adwords. Some used to think just the reverse, and perhaps still thinks so, that since they have a good running Adwords campaign, they don't need to SEO their website. Just check your stats and focus on adwords stats where, you had presence both in Organic and paid links. You would notice, you had wonderful conversion rate both in organic and paid. Why this happens? Not only it increases your percentage of links on the page over others, it increases the level of trust of visitors in you. People think since you are also present in the paid link despite being present in organic link, you are the person worth doing business with. Google now offers you three opportunities to feature on the same search page. They are 1) organic Listing, 2) Paid Listing, and 3) Local business listing.  Don't discount any of them. If you are running a hotel, or selling flowers or any kind of business, where google offers all three kind of listings, you cannot afford to go for a strategy around only one of them, because all your serious competitors are present there on all three, and  those who are not would soon be biting the dust, because whatever, single track strategy she is following, would become unprofitable sooner or later. What changed this game? There was a time when people used to advertise on keywords where they are not performing well in organic results. After sometime they found, if they advertise on same keyword where they have good presence organically too, they get great result. The practice started infecting other advertiser and this became an indication for user that what they see once is just a chance, what they see more than once is Genuineness. People want to deal with genuine people world around. Those who are present in all three listing in search get a big edge over those who are not. they see conversions flowing towards them while others would find, the keyword is getting costlier to afford every passing day! In industries where local listing matters the most like florist shops, hotels etc., you cannot afford to survive on a single listing on the page. 

Similar is the case with content network. If you are also showing direct advertisements on the website alongwith the adwords ads on the page, it greatly enhances your conversion rate, compared to what you see with only one of them. Present strategy for online marketing should be domination. Try to dominate the placements as much as you can. Don't spread yourself too far and too thin. Choose the areas where you are strong and don't just give others the chance to take a slice away from you of your meal. If you know of a website where you find great number of prospects, just go and have a deal with them. Have your presence there both directly and indirectly through any third party targeting like google adwords, and just see the difference it creates in your returns on investments. 

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Conversion Optimizer: It does something Beyond Conversion Optimization !

Anyone managing a campaign with at least 15 conversions in the last 30 days can use conversion optimizer. This rule is a big relaxation over the previous rule which required a very higher conversion number within 90 days period. In that way only big advertisers could qualify for it. No more now, however, nearly anybody can qualify now with less than one conversion a day. Let us see how it works:

• 
  
  
  It places your ad into historically high converting zone more often.
• 
  
  
  It manages the bid on its own. So, if exhorbitantly high bid is required to occupy a slot, it would place your ad there keeping in view the cost and probability of conversion.
• 
  
  
  If you are not meeting the required number of conversions within cost your ad automatically slows down.
• 
  
  
  When conversion goes down, it starts pushing your ad into low CPC zone. So, you start getting low cost per click.

Some important observations rearding the behavior of campaigns on conversion optimizer with respect to CPC are:

• 
  
  
  If your campaign is meeting the required number of conversions within the specified cost. Cost per click may be pushed up higher in your campaign. your ads would be occupying some highly coveted slots more often in this scenario.
• 
  
  
  if your campaign fails to meet the specified number of conversions within the specified cost. Your Cost per click will show dramatic fall. You may also see some unbelievable figures of avg. CPC.
• 
  
  
  It works better with Content rather than Search campaigns.

Where lies the Trick:

• 
  
  
  First and foremost, you should not believe what system suggests you to bid. Always choose the most comfortable level of cost of conversion. Check your weekly, monthly, average of cost of conversion and accordingly select a figure.
• 
  
  
  Keep conversion optimizer switching on and off, targeting reduction in Avg. CPC. It automatically produces Quality Score enhancements about which I had talked about in some previous post. Yes, the conversion optimizer needs a bit of shake to make it work properly.
• 
  
  
  Conversion Optimizer works well with campaigns which have even flow of conversions throughout the day. It is not advisable in situations where conversion flows are highly erratic. Your campaign may stop at wrong time, or may continue at a high delivery frequency at wrong times.
• 
  
  
  In case of you disqualify in above mentioned condition, consider using a back up campaign, which is not on optimizer. if you don't have all campaigns on optimizer, you may use it even in the case of diasqualification in the above scenario. Mostly campaigns related to stock markets disqualify. Remember, you should not use high cost per conversion bid in such a case.
• 
  
  
  In a branding campaign, you should use it to produce Low CPC, defining your conversion is a real trick here. Try something near to home page (Landing Page), and home page too!!!

When Optimizer produces Low CPC:

• 
  
  
  If your target is to achieve very low cpc through it, make view of a page, which is not too far away from landing page as conversion. Remember, the more difficult it is for the system to get the desired level of cost of conversion, the lower the cpc gets.
• 
  
  
  System should, however, be able to produce conversions, within not too far away of the limit. Otherwise, it would stop the campaign.
• 
  
  
  Keep on reducing the specified cost per conversion, till the system starts increasing the cpc value. You would be able to discover the best bid that way.
• 
  
  
  Always, give your campaign a spell of manual cpc bidding in between. This will help you create conversion history which is helpful for optimizer to behave properly.

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Content Network - It is all about themes!

Content Network work on theme factor. It is not the Individual keyword theme that are matched, rather it is the whole set of keyword that is matched. According to the Google Official Blog:"by looking at all the keywords and ad text in your ad groups, our system matches the most relevant ads to the theme of that page.". Still I have found people working on individual keywords to target content. Typically an advertiser, I found uses different kind of tracking tags to determine individual keywords which are (un)profitable!! Analytics does not show content keywords and that is because it is not those individual keywords which trigger your ads, and you don't need to track them and mislead yourself about it. It is the entire adgroup which needs to match the targeted context. So, one should work on building Overall Adgroup theme to get the best placements. One should undestand it this way: Whenever you start adding keywords in a content campaign adgroup, think whether it would bolster, alter or diminish the existing theme. It has been observed that adding and deleting keywords may change the direction of ad delivery. People who work on individual keywords level because of false notion they hold about content matches often talks about the bizarre nature of ad delivery. if all keywords and adtext talks about a single theme in your adgroup, it is more likely to get placed to the targeted theme because of higher quality score and relevance and would give you higher Roi, compared to an adgroup which talks about everything. If you duplicate the search campaign which is based on individual keyword themes, they would lead you to the placements which are of similar General match, rather than highly focused one targeted by theme matched adgroups in a dedicated content only campaign.One observation I would like to share while making a content campaign. One should look at the keyword sets vertically and horizontally. Key lies in building strong theme both the side. Some of the important point I would like to share:

• Make a list of Keywords, single or two words, that describe the targeted theme.
• Populate these keywords both horizontally and vertically.
• Use these keywords in Adtexts
• Use them on Landing Page too, if possible

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New Adsense Feature - How would it impact Adwords Advertisers

A new feature, actually an opt in is to be rolled out shortly for adsense publishers, which will allow google to show ads according to visitor interest, and not contextual matches. Google has vast data to decide which visitor has what kind of interest. I am always of the opinion that it is visitor which converts and not the context. It is likely that Google would also allow targeting of these visitors through adwords interface. There are a large number of pages in content network which attracts visit from different kind of people who may not be directly interested into content actually. Social networking pages are of such kind where visitor interest is of more importance than of context. People who had failure with adsense earlier because of inability to attract relevant readers on their pages may find it useful and gain better CTR shifting to this mode, and they may become valuable overnight for advertisers who earlier considered them junk.

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Can You Become Lance?

Some of the contexts does not relate directly to your objectives, but they may be of great help for your business to grow. Dating is such a context which interests so many people, nearly every one. A good innovative idea is required to relate your product/service to this context. Why these contexts are important:

• They give you a lot of attention from nearly every section
• They come cheaper than niche you are in
• You want to grow rapidly and you need a lot of subscribers
• You value indirect promotion which may lead to sales, branding
• You value branding achieved through any context.

All you have to do is create an idea which acts as flux between your objective and context. Fortunately, someone has already tested this and you can simply take inspiration from him. Just go through this site <a href="http://datelance.com/"> LogoWork's Great Innovation </a>. Can you become Lance for Your Business ?

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Why Adsense/Adwords CTR are going down, and the possible remedy

People all over the world are reporting adsense/adwords CTR on content network going down. It is inevetable, because content network has grown at a much faster rate than online population. You see same ads on different pages. Who would be interested in clicking them again and again! Hence the fall in CTR. And, this is the reason all of us have seen Google displaying shifting to Optimized Ad serving. I am against opting for optimized ad serving, because they deliver high CTR ad most often, resulting into fall in the CTR of that ad itself! Also, the chosen ad is by CTR and not by conversion, so it may result in drop in conversions too. This is not the solution either for Google or the advertisers. More important is why people don't click on these ads. Reason is they see same ad at all places they visit. Suitable solution is create a ratio between impresion and no. of ads. Make ads for those 1000 impression, and you would find number of clicks increasing. This situation is beneficial for both Advertiser and Publishers. I am always of the opinion that content network should have large number of text ads. More ads you make, more focused group they get delivered and more exact your message becomes.

P.S. -----> Google Now offers Impression Cap for Display Network ads, which prevents overexposure.

Recommended:

Adsense Heat Map - Best Practices

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Content Baiting: Increase Relevant Impressions on your Content Ad

Content Network Ad impression is the function of Relevancy which must match the contents available in the content space. The available contents may be grouped into two categories, one which matches your product or services directly and most of which are from competing people offering similar kind of products or services. Second category is those of News, Reviews and other product/service information content. A behavior which you might have observed in your content campaign is the sudden spurt of traffic and conversions in your campaign which matches that of your being in the realm of the just explained second category traffic. If Content Space talks about You and your product, your ads start getting stuck to them and impression and conversions start rising. So, being in the content space can improve your Ad performance. Bait the content writers, and persistently create ripples about yourself, through both offline and online channels, this will boost your campaign performance.

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New Placement Options impacts ROI & Adsense Revenue!

Placement targeting didn't give Desired result , people strongly felt the absense of Keywords and hence relevancy which had made it less rewarding earlier. Perhaps, Google listened and added keyword feature into it! It is no more a placement targeted campaign, but content + placement in a single campaign. Now, you may add placements directly into your content network campaign which will skew the impression distribution towards your chosen domains. You may also adjust bid against individual placements.

Now Onwards, there will be difference between campaigns with Keywords and one without it. If traffic is extremely relevant for your website, it is better to make a Placement campaign without any keyword. Make sure the stats against a particular domain in Placement Performance Report are Good. An extremely good traffic means you need to set a CPM campaign to make the most of it. If it seems risky then try CPC campaign.

The impact of recent changes will not only be felt by advertisers but publishers too will find higher paying ads on better websites which will boost the eCPM of their pages. Many different Ad Auction Platforms were offering codes which alternates ad delivery of different Programs based on eCPM they produce on the Page. This step should boost the eCPM of Adsense Ads, so that Loss of impression for Google may be avoided.

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How to beat $0.01 bid barrier by Google Adwords

Google Adwords does not accept bidding below $0.01 and CPC value below it is very rare. However, you might achieve it by playing around smartpricing algorithm. google offers discount for your bid when it fails to place you against exact theme that you have made in your adgroup.The system will try to match you with the available themes and then place you with some percentage relevance offering discount for not meeting full relevance. So you should build up the theme very strongly which google is less likely to place accurately, and whenever it places you it is highly relevant to your business. So, a theme around camera lens may get 100% match but theme around camera lens zoom 400X throughout the adgroup is difficult to match and makes you eligible for smartpricing discount. similarly, tighten your adgroup around more and more specific keywords and get the smartpricing discount on most of your clicks. Infact through this principle I could really beat the system to produce abnormally higher click volume costing less than $0.01 ! Yes, it again stresses the need for highly focused adgroup.

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Content Network Click Quality

Google's content partners are increasing everyday with Adsense catching up among publishers, and they have almost left behind its search network in terms of traffic and hence there is paradigm shift in terms of focus, PPC strategy and Adwords Performance Benchmarks too. Most PPC experts are trying their best to harness the immensely potential though equally risky content network. Creating a successful content network is not an easy task. A content campaign addresses the passive users. It is a Push strategy of Internet marketing where ads tries to divert the attention from the subject one is studying. Given, the nature of positioning, maintaining good click quality is a challenge.

Major challenge before a content campaign is to absorb conversion from a very highly diversified exposure, where click volume must not push up the conversion cost. A good content campaign therefore should meet the following criteria: 1)It should produce Very High Click volume compared to search campaign, 2) Clicks should come at very low cost compared to Search campaign. Remember, the CPC has correlation to relevancy and quality of traffic you get through the campaign. Hence, there are a large number of variables which needs to be balanced to get better results. Besides, having highly focused adgroup, you need to tweak your CPC bid and Budget configuration too to absorb the best possible traffic.

A content campaign enhances through two diametrically opposite strategies. 1)Include all Possible Relevant Traffic, 2)Exclude all possible irrelevant traffic. And, these too seemingly simple concepts should not produce friction while they approximate closeness. The point why I am stressing here is that this close realm is actually where lies the secret of bettering a content campaign.

To include relevant traffic you create adtexts, add keywords, and possibly placements too. To exclude you add negative matches in keyword list, block domains, remove keywords and adtexts too. Practical execution of this concept demands a rigorous drill down of traffic data. On the border of relevancy and irrelevancy lies a fuzzy zone. This zone is where you see two kind of people on the same page/URL/domain. Appealing to the relevant ones and escaping the attention of irrelevant ones is a challenging task, but must not thwart you from adding extra conversions. A tightly focused ad would would exclude possible extra conversions from highly relevant page while a too general one would attract more visitors from other side. Balancing is an art here so no technical advice from my side. However, the sequence should be adtext, keyword, cpc bid, negative match, url exclusion and then domain exclusion. I must say block button should be your last resort.

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Demographic Targeting ---- Pros and Cons

Google released its new feature Demographic targeting, which is actually a euphemism for Social Network Targeting. Anybody who has analyzed Placement report of content network with myspace.com not blocked would find, it is Far below the expected level of Click throughs and conversion rate. Google's gambit to color this niche by making it demography specific seems to be a Patch up attempt to cover the failure. It does not work!! In fact any strategy to skim the content traffic does not work. There are very rare products/service that warrants age, sex & race discrimination and even though they exists, it worsens your probability of hitting the right target. Matching context of content and then qualifying for demography too!! Watch the blogs/contents written over these Networking site and then also look how people are connected with each other defying whole assumption of Demography. Since content has to be matched within a defined span, such a targeting will compromise the context of the content which yields Poor Result. I would still say these new forms are not better substitute for Keyword triggered Content targeting. Instead of going for either Placement Targeting or Demographic, Try refining your Keyword targeted Content targeting instead, it will pay you in a better way.

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Content Void: For Her Magazine !

Lads Magazine are for Men, whose content is predominantly women. Content for woman Magazine too are woman. Is there any room for woman who are interested in men! Perhaps disposable income and propensities to spend and consume is greater among men than in woman, hence we find Maxim and many more hovering around male fetish. Quite arguably though woman should like visiting content dominated by men. Opposites attract so they should be interested in this subject, and they too have a lot of money to spend. Portraying men similar to how Lads Mag targets woman should be a successful concept. Woman too smoke, drink and dream.... Why shouldn't they be interested in a similar subject. A test marketing of this concept would be a worthy endeavour. This video is worth watching. Look for TOP -10 in it and watch carefully. Decide for yourself the Marketing scope in this Niche.

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Placement Targeting - Opt for it or Not !

Ever since Google has started Placement targeting (earlier called Site targeting) on CPC bidding basis, people started shifting from Content to this mode of targeting thinking it to be a safer bidding option. However, through experience and analysis I have learnt it is just the Reverse. Let us evaluate.

Assuming every w/s in content targeting has probability of conversion,

a<> a, in placement targeted campaign

Hence, P(Cp) - P(Cc)> b - a

or P(Cp) - P(Cc) > 0, Which means presumed enhanced click quality,

Assuming, Number of clicks = N, in original content targeted campaign, limited by budget(B)

So, Cc = N x P(Cc), and
Cp = n x P(Cp), which from earlier deductions
Cp - Cc = n x P(Cp) - N x P(Cc)


Observation : n < N, occurs in a large number of cases either due to bid going higher which is normal because, limiting exposure of ad, you force them to appear on same span, which reduces P(cp) value too. and quality score too decreases. ad placed to choose context within the closed domain which is lesser relevant than what it would have chosen in the open domain case in content targeted campaign.

Cp - Cc < 0,

So, Placement targeting actually Reduces your Conversion rate !!!

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Google's Knol: Adwords Entry into KnowledgeSpace ?

Google' Knol is going to be launched shortly. Google has already announced what it would be like and is eager to share revenue with writers on it. Wikipedia has to its credit generating content for all kind of topics. However, it blocked the contextual advertising in its space, which compelled Google to go on its own to fill the vacant Contentspace. In fact this is not the only sphere where content targeting should be done many other potential contexts are missing which content generating media must fill up. The step though has drawn widespread criticism alleging Google to be trying to kill Wikipedia, I read a benign interest of content generation for contextual targeting. If wikipedia is feeling the heat now, they must admit they have themselves contributed to this situation. Someone has to fill the Voids in contentspace and google itself took the initiative, Cheers for them.

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Google’s Content Network ---- Targeting Tips.

Google's content network traffic is very fast catching up with Search Traffic and is sure to surpass it in very near future. Google has started getting transparent with content traffic and so nobody can ignore it anymore. Content targeting is a separate game altogether and one needs to analyze it differently. Most widely recognised difference is Mood of the Traffic. Whereas Search traffic consists of people who are searching for the services you are offering, people on content may not be actively interested in what you are offering. They are there for the contents/subject on the site and you may be of marginal interest to them. In that way your presentation has to be Mind Blowing to catch their interest. Moreover, the bolding effect that helps one so much in boosting CTR is no more available with you on content. Because of these basic differences you must take precautions that you are not preconceived with Search Traffic Notions while designing the Content Campaign.

Contrary to Search you are not targeting a single KW triggered Search Result page. Hence whereas your own creatives compete against each other for impression in a Search campaign, they seldom interferes with ad delivery among each other. Hence, all ad creatives within an adgroup is capable of being delivered same time because of availability of vast number of pages matching their theme. A good observation will reveal that Total Impression is in fact Directly proportional to the number of creatives in a content targeted Campaign. If you have enabled Search Network too in the same campaign, Search ad Delivery is affected because in Rotatory Mode one will find they tend to compensate against content delivery. This fact also underlines the importance of creating separate Content Network.

There are Three Factors which affects ad delivery in a content only targeted campaign -- 1) KWs which decide the theme; 2) Ad text--- Which will act as intermediary between KW and Content Theme, ever wondered this might be the fact behind Smart pricing !!! 3) Content bid which will decide where your ad will be placed and in which position.

The above three acts on individual creatives independently.which opens the clue to master the unruly horse of Adwords Campaign -- the content network. The golden rules I have identified with them are :

1) use very tight themed KWs for content Campaign, preferably Long Tails

2) use Long list of Keywords (around 50) in each adgroup around the same theme.

3) Check for impressions and clicks if they are meeting your desired requirement.

4) If they are not meeting your expectations , make more creatives within the same adgroup till they start meeting your expected number of clicks. Most people do the reverse i.e.' they tend to add more KW which interferes with theme delivery, I am strongly against it. Rather go on creating n number of adtexts in the same adgroup and you would have met the desired click volume.

5) Last but not the least, Use site exclusion tool to block unwanted traffic.

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