Structuring Your Campaign | PPC Content Network Part 2

Since I’ve been testing the content network and doing some research about it, it became pretty clear I was doing it wrong. I’ve tested a campaign with 100 adgroups which had 5000 longtail keywords in it. Result: a few impressions. After some digging through the forums and blogs it became clear to me that the content network is a whole different ballgame than the search network. But after you know what the deal is on the content network, it begins to make sense a bit.

The content network is all about themes. Forget about the search network and its keywords for a while. On the content network you need to think on a theme level. For example: You want to start a campaign targetting the theme “widgets” (yep, the good old widgets). So you make the overall theme of the campaign “widgets”. Now you want to make some adgroups like “blue widgets”, “green widgets”, etc. with keywords related to those adgroup themes. The recommendation from Google is to also put in the general keyword “widgets” in every adgroup to give the campaign a “widgets”-theme. (You’ve noticed now that duplicate keywords are allowed in the content network).

Some points to consider are:

• Use max 50 keywords per adgroup
• Too long tail sucks
• Create a theme for your adgroups
• You bid on adgroup level, so actually you are bidding on the theme, not the keywords
• You can use duplicate keywords
• Creating a theme for an adgroup can still be difficult

Other things to consider are:

• I haven’t made a profitable campaign yet, so why listen to me
• I might be lying and make tons of money and just trying to get you off track
• I am drunk at moment of writing

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