Attack of the Content Clicks

One adgroup blew up - what gives?

[Hubie]

One or two of my adgroups have this peculiar scenario:

Search traffic - about the same as other adgroups
Content traffic - 100-200 times the search traffic

I understand how this can happen...but why a select one or two adgroups? it's like an explosion in these two adgroups vs the rest for content imp/clicks.

this is long term data

Hubes

[aeiouy]

Like a site or a few sites, targeted on those keyword(s), that are pushing a lot of traffic on those keywords.

[trannack]

If the content traffic is producing no ROI, try reducing the content bids on those adgroups. Alternatively if content is doing well for you, try increasing it on the ones that aren't performing.

[Hubie]

can this be done at the adgroup level? or just campaign

[trannack]

Hubie - unfortunately, as far as I am aware, you have to select to separate content and search bids at the campaign level. It would be fantastic if Adwords just allowed you to do it on some adgroups and not others, but I do not think this is possible - perhaps AWA might suggest this feature!

Apart from this, how is your revamp going?

[Winters]

I have found that if you bid right, the content network can be really fantastic. I don't mean bid right, I mean, bidding low.

After receiving a bunch of junk traffic from MFA sites, I set my bid to 1c and wow. I multiplied my traffic without increasing my costs at all.

It's true that that traffic is mostly junk, and low conversions but when you increase the overall traffic by several times, it's better than turning it off.

Just my 1c :P