Am I missing out by not using content placement?

[dowzer]

At the moment I only advertise with Google Search and dont use the search partners or content network - are they both worth considering? How do they tend to compare with impressions and CTR to Google search?

As Im selling lingerie Im a little worried that if I opt for utilising the content network then my ad could appear on lots of free / #*$! related sites where lots of people will be looking for free #*$! pictures and therefore my costs will increase as they have no intention of buying my items but just want to look at the pictures!

Is this a logical and sane way of looking at this?

[Rosalind]

If you're looking for more impressions but want to limit your exposure to the wrong type of visitors, consider site targeting. It does mean you have to do some research first to find the most useful websites in your niche, though.

[adwords.google.com...]

[ekimmerce]

you may even want to consider setting up a separate campaign just for the content network, don't just opt into the content network with your existing adwords campaign.

As your content campaign settles, you may even want to set specific adgroups to target specific sites which work well for you. This way you can target specific placements with certain creatives.

[RhinoFish]

visual products work well on content. try it, test it, optimize it - like the others above mentioned, treat it separately from search, for sure.

[edited by: RhinoFish at 4:34 pm (utc) on May 18, 2009]

[Seb7]

Most of my compaigns do better on the search partners than on Google for some odd reason.

Content network is always worth trying. Dont treat it the same as the search network. The end results are simular.

I personally find that ROI is not quite as good, but it doesnt matter as this is ofset by a better (cheaper) price per visitor, giving you the same overall value (CPA) as using search.