1 – Not separating campaigns to target the ‘content network only’.
Ok Google do allow you to view a single campaign’s data split out into ‘search’, ‘content’, and even ‘search partners’. And you can even set separate content bids. So why would you bother splitting the campaigns out and duplicating your work? Answers are obvious as you read below, but essentially it’s about optimization, bid strategies, and adgroup structures…
2 – Not changing bidding strategies for the Content Ads.
Conversion rates will most likely be lower than for search (not always) so you need to ensure that you’re keeping your eye on the prze and the CPC bids reflect how they relate to the ROI calcs.
3 – Not making use of the site exclusion tools available.
So important – If you’re getting a tonne of clicks from a certain site/domain and very low, or no conversions. Exclude it!
