The Content Network can be a good source of traffic and revenue for any pay per click advertiser, but many advertisers who use the Content Network end up losing money. Why?
I think the No. 1 reason PPC advertisers lose money through the Content Network is because they lump their Content Network ads in with their search campaign ads. This is completely wrong!
You have to understand that the Content Network is not like search pages. Your strategy should be completely different. When a searcher enters a search term in one of the search engines and pulls up a search page, they are looking for specific information. When a visitor to a web page sees your ad mixed in with the content on that page, that visitor is not looking for information. Presumably, they’ve already found it. So you’ve got to get their attention in another way.
That means you should target different keywords and you should write your ads differently. By approaching your advertising differently than you do in your search campaigns you increase your chances that you will attract the clients you are looking for and that you will increase your CTR. Do it right and you’ll increase your ROI as well.
