Whenever you go into Google AdWords and set up a new campaign, by default it is set to appear both in search results & on the Google Content Network (pages running adsense ads). There are two problems with that:

Problem 1. Searchers & Page Viewers Have Different Motives

A searcher is actively looking for your product / service. Whereas someone viewing a webpage with AdSense ads on is probably not actively looking to buy from you. Obviously there are situations where these require slightly different ads, different keyword triggers & different landing pages. Just as there’s a difference between cold-calling someone at home, or having them call you requesting information.

Problem 2. It Makes Tracking & Optimisation 10x Harder

Because of the above difference, ads on the ‘Content’ and ‘Search’ networks perform very differently… Keep Reading this entry –»