When using the AdWords platform, there are several networks in which a web site owner can use to target a campaign. One specific network is called the content network. Content targeting is pretty much the same as contextual advertising and is a great way to reach a larger target audience with ads.
AdWords is found on Google. When you decide to use the content network, Google scans its network of partner sites and then verifies which are best suited for web sites ads. This is done by examining the content that is found on the web pages within the content network. These particular pages are typically sites about an advertised product, news stories related to a sites keywords, and blogs about similar products.
Benefits of Contextual Advertising
•Diversified advertising channels
•Extended target reach
•Not limited to just Google search results
•Not limited to only displaying text ads
•Ability to choose from image, animated, and video advertisements
When deciding to create a content-targeted campaign, you can either use one of your existing pay-per-click campaigns or simply create a new one specifically targeted to the content network. It is recommended to place proper keywords in specific ad groups and that the ad copy is directly connected to those keywords.
Also, make sure to set different keyword bids for the content network. Be cautious of your budget when paying for any of your advertisements. Campaigns on the content network can easily run the risk of spending a lot of money very quickly.
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