Should I enable content network ads?

When you first signed up for AdWords, Google asked you if you wanted your ads to appear as part of their Content Network.

These ads appear on other web sites as text-based banner ads, using the AdSense sponsorship program. Most PPC experts will tell you to disable Content Network bidding. Although this is true in certain case (especially with new users), it’s certainly not the case for everyone.

There is a lot of untapped value in this area, but there is also a lot of opportunity for waste. The problem is that most people will simply opt in by checking the box on their campaign settings. This sets the bid much too high. You would be much better off creating 2 identical campaigns:

• one campaign that bids exclusively on search results
• another campaign that bids exclusively on the content network

As with search ads, all the same rules of tracking, optimization and research apply to Content Network ads.

Of course, you still need to do your due diligence. There is a lot of spam in the Content Network. Although Google tries hard to regulate quality, they simply can’t police the entire internet. Content quality is such a subjective thing, and it’s difficult to automate the process of detecting fraudsters.

In the end, it’s your responsibility to run frequent reports, and check the validity of referring sites.

Having said that, this is an underused market that still has lots of great bargains to offer. If you’re willing to take risks and make a long-term effort, I’d strongly recommend the Content Network.