controlling costs of content matches

[pagey_3]

I'm still pretty new to all this and am confused as to how to control your monthly adwords spend on content matching. The content matching is costing us more per month than other matches. How can I control the cost of my content matches, as a lot of seo advice I have read says that content matches aren't usually good for conversions (we're not measuring ours at the minute as we are redesigning the site and will activate it then.) should I change the ave CPC for the whole ad group? But then this will affect the ranks in the ads on google won't it?

V confused, any advice would be most helpful.

[Robsp]

Pagey,

First I would start measurement as content may do well for you (it does for some of our clients). If it does not convert well, set up a different campaign with identical content and with content enabled while disabling content for your current campaign. Make sure the max bids are lower in your new content campaign to limit content cost.