SEM Tips – Content Network Guidelines
Search engine marketing is the premier way of getting targeted web visitors to your websites. However, the content network is like a mysterious thing that many people either do not understand or are simply afraid to give it a try. Here is a quick guideline for the content network.
You can have lots of adgroups per campaign, above 50 adgroups per campaign is fine. You can have slight variations on your keyword list and the more you have adgroups, the better it is. When you do this, you may find that some adgroups somehow end up with much more exposure than the others.
You should create tightly-themed adgroups with under 50 keywords per adgroup. It is perfectly alright to repeat your keywords in multiple adgroups unlike search network. You only need broad match keywords instead of phrase and exact match. Using negative keywords is purely optional.
When it comes to content network, you must write ads that interrupt and grab attention. You do not have worry about including your keyword in your headline like you do with search.
You must always track because you want to make sure that you are profitable. When it comes to tracking, you track by the adgroup instead of tracking by the keywords like what you do in the search network.
Do not pause your campaigns, use advanced ad scheduling and set it to 0% instead. This is because when you pause and start again, your campaigns start from scratch all over again as if there was no record of history.