AdSense placement targeting campaigns can provide a huge amount of additional reach when combined with your AdWords Search campaign, but the conversion rates have traditionally been much lower for content than search.  So, how can you maximize the results from your content campaign?

The most important thing to remember is: don’t treat content like search!

The only thing they have in common is that you’re using text ads for both.  With search, people are actively searching out information in your niche (well, they should be if you picked your keywords correctly); with content, the ads are incidental to the content they’re looking at.

Users are also further along in the buying cycle when they’re searching as opposed to looking at content.  Therefore, the ad copy that worked for you in search won’t work for you in content.  You’ll need to tailor your ad copy specifically for the content environment.

Also remember that contextual advertising (used in the content network) is targeted at the AdGroup level, not at the keyword level. This will also impact how you structure your AdSense campaign.  If they aren’t even running on the same parameters, why would it make sense to structure your campaigns the same way?

Take a long look at your keyword combinations; what may have worked well in search, again, won’t work in content.  Make any adjustments you feel are necessary. You can also create different mixes AdGroups using similar keywords and creative.  By adding keywords, combining them in different ways, changing match types and creating new phrases, you can try to get a greater number of impressions.

One of the benefits of the content network is the ability to site-target; there is software out there (such as AdwordsDigger, found at http://www.adwordsdigger.com) that can run through the thousands of sites on the content network based on your keywords, and come up with a leaner list that will maximize your return on investment.

You’ll also need to take a look at what landing pages you’re directing your content ads to.  They may have been created specifically for a search campaign, which means, you guessed it, they won’t be as effective for a content campaign.  Since the content user isn’t actively searching for a certain product or service, you’ll need to create dedicated landing pages for your content campaign, which could focus more on learning about your product and creating interest before pushing the sale.

So, how do you run your content campaigns?  If you use the same parameters as your search campaign, how is that working for you?  If you’ve customized your content campaign, what kind of improvements did you see?

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