![]() ![]() PPC marketers often fail to use negative keywords, which allow you to specify where your ad should not appear. Although customizing takes more time and effort, it's far more efficient to tailor your keywords, ad copy and keyword bids for each network. Running the same ads on both networks, therefore, could cost you money in terms of irrelevant placements. Most new PPC marketers select both the search and content networks when they set up their first campaigns, and they usually use the same keywords, ad content and payment amount for each click.īut the specific queries and websites that trigger your content network placements can be significantly different than what yields results on the search network. Search network placement refers to PPC ads that appear in search query results, while content network placement means websites that display PPC ads as blocks within their pages. ![]() Separate search and content ad placements. To avoid losing money on irrelevant clicks, focus on phrase or exact match keywords.Ģ. ![]()
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