Unlike search campaigns, campaigns on the content network are fundamentally different in many ways. A lot of new marketers make the fatal mistake of leaving the option in Adwords selected to run their same search campaign on the content network. This is a big no no for many reasons:

1) The adgroup structure for a successful content campaign is very different from search.
2) Keyword matching options in the content network are not used (phrase, exact match have no relevance)
3) Content ads are driven by themes vs search ads that are driven by keyword queries.
4) Keyword insertion (dynamic or static) has no relevance in content ads.
5) Your target audience on the content network is much different (and
much wider) than on search, so therefore a new psychology of ad
writing must be used. Read the rest of this entry