The Content Network Mindset.

When it comes to AdWords, most of the focus is usually on search. Often little is said about the role of the content network.

As a result, many may view it as being a lot like search.  You use similar text ads and keywords.  The only difference is that you view it as producing lower quality visitors because fewer visitors from it buy.

The problem with this view is that it misses most of the opportunity the content network has to offer.

Instead of viewing it as simply "search-lite," you can view it as a different animal.

This is because in the search network, visitors are actively looking for what you have to offer.

It can be easier to stop them in their tracks and get them to click on your ad over others.  

On the content network, visitors see your ads while they are reading some type of content.  Your ads might be beside an article, discussion, review, video, audio, press release, or other information relevant to your product or service.

This means that the visitors that see your ad are at a different stage in the buying process than in search.

Let's look at an example and say you're interested in buying a television.

You have little idea of what you want or need.

So, you head over to Cnet.com to get reviews.

Alongside the reviews are Google ads.

Here's what two actual ads generally say:

"Shop Layaway To Get What You Want.  Get  A Discount Coupon.".

"Check out our new line of plasma & LCD HDTV Models."

Do you see what the goal of these ads is?

Each ad's job here is to convince the visitor to leave the cnet reviews and go elsewhere. Continue shopping.  Not stop and buy a specific product.  The ads are general.

Now, compare this to search for the term, "buy television:"

Many of the ads look like this on Google:

TV Sale
Save On TVs
Free Shipping
Website.com

The searcher typing in this term has likely already decided to buy.  Thus, the ads want the visitor to choose them as their retailer.  All they have to do is get the visitor to click on their ad over the rest.

In the content network, this is not likely the case.  The customer wants to buy, but has not made-up his or her mind on what to get.  This is why he or she is looking at reviews.

Telling this person about your Television sale is not as effective as helping him or her continue the shopping process.

In addition, this also means that many of the same people looking at Cnet reviews might be the same ones who eventually end-up going to Google and typing-in, "Buy television" when they are ready to do so.

In this example, advertising on content is your opportunity to capture these prospects before they ever get to search or walk into a store. You tap into a much larger audience.

In essence, content is not necessarily less effective than search.  The mindset is just different.  It can be more effective if you tap into it the right way.

Your job is to continue the conversation going on in your prospect's mind.  On search, the conversation may be, "Where can I get the best deal?" and on content it may be, "What is the best deal for my wants and needs?"