I’ve been working on the content network to drive conversions. It’s been a learning process. I found that making the content network work takes vastly different considerations from what works in the search network.

Some of the things I’m finding is that there are different kinds of ads. Some ads can blend. Some ads can almost resemble navigation. The text ads that work are different in the content network too. I’m still working it out, but I’m analyzing the context of the ad, what the user may be after on the page, then creating an ad that will address that. Not address keywords, but address user behavior.