Beyond keyword bids, with the Content Network we also are given the option to exclude certain sites that are either irrelevant or are not performing. We can just exclude those websites which are not generating conversion and just increasing the spend. We should always keep in mind that content network campaigns are of high volume and can cause a lot of spend so we should analyze them very specifically. We can use the "Site & Category Exclusion" that is mentioned in the Reporting and Tools to just block the websites on which we don't want that our ads get on.
Once we get the proper understanding of the performance of the campaign we should do this exclusion practice on a regular basis.
Once we get the proper understanding of the performance of the campaign we should do this exclusion practice on a regular basis.
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