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Web Resources
When your site is shown on content sites it is being displayed to surfers who have often been online for a longer period of time and are generally not as receptive to your message. Add to this the fact that your ad will not be as targeted and your chances of converting the surfer are even less.
What we want is highly targeted traffic and we want that traffic to be receptive to our message. As that traffic becomes more and more diluted, its value diminishes as well.
One strategy that can be used with content targeting is to create a separate campaign for it. In this campaign all bids would be as low as possible, i.e. 5 cents. In this way you can display your ad on content sites, but the cost would be more in line with the traffic’s value. Keep in mind also that there is greater chance of click fraud when advertising on content sites, which is another good reason to keep bids as low as possible.
Business - List of business/finance/loan/mortgage resources
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Computers - List of computer hardware/software/peripheral resources
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Internet - List of webhosting/webdesign/internet marketing resources
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Software - List of software resources
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Web Design - List of web design/development resources
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Web Hosting - List of web hosting resources
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Web Promotion - List of search engine optimization/internet marketing resources
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Web Resources - List of other web resources
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Recreation - List of travel/hotel/cruise resources
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Casino - List of online gambling/poker/blackjack/roulette resources
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Health - List of online pharmacy/hospital/health resources
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Shopping - List of online shopping/gift resources
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Miscellaneous - List of all other resources not stated above
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Google recently added a feature where you can bid separately on your content network ads, which allows you to bid lower on your content network ads without having to setup another campaign. This is useful and can be a good solution. I still prefer to create a separate campaign for content network advertising, however. A separate campaign allows for greater organization and analysis. This choice is one of personal preference, though, and you should use whichever option you feel more comfortable with.
In the end, you should be skeptical about content targeting, as the traffic quality will not be the same as the pure search engine traffic. If you really want the extra traffic, then make sure you bid separately for your content site campaign, keeping your bids as low as possible. You should also keep a close eye on your stats to make sure you are not paying for any fraudulent clicks.
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