Joined: 14 Nov 09
03 Jun 10 7:35 pm
Yes, search is highly targeted for a particular keyword and is usually more expensive because of this.
You should not avoid the Content network because there is money to be made there as well. However, you need to adjust your approach.
For the content network, make sure you run a SEPARATE campaign. For example: Yeast Infection_Search, and Yeast Infection_Content will be two separate campaigns. Only use the Content network for Yeast Infection_Content, and Search network for Yeast Infection_Search.
In a content campaign, Google shows your ads on sites running Adsense. With this in mind, you need to consider your targets. They will be reading the information on the site, and may not necessarily see your ad as clearly as with the Search network. So, you need to make your ad headline much more noticeable and attention-grabbing to invite clicks.
The content network is also less targeted than search, but you can remedy this by creating tightly "themed" ad groups of around 20 keywords each.
An example would be "stop yeast infections" and any other broad matched keyword variation. The goal is to provide enough theme-related keywords so Google has a good idea of where to place your ads.
I hope this helps.