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Google has different target audiences you can reach with your adverts.

One of the main target audiences is the Search Network.  This is where you adverts appear on the Google Search (and if you choose Google Search partners sites) pages.  When your keyword is searched for, your advert will appear at the top or down the right hand side of Google’s search engine:

Google also offer the option to advertise on their Display Network.  They offer two types – Contextual Targeting and Placement Targeting.

Contextual Targeting is where your adverts can be shown across a network of sites chosen by Google.  You can use keywords and themes to find the best sites for your adverts to be shown.  For example, if you sell vans you would choose related keywords and your adverts would be shown to audiences on car and van auction and review sites.  This means that your adverts will be in front of people who are interested in your business and services and who are more likely to take action.

With Placement Targeting, you manage the websites where your adverts appear.  You can choose which sites you believe are the best for you and block your adverts from sites you feel are irrelevant.  Options of placements available are specific web pages, online videos, games, RSS feeds and mobile sites.

Adverts on the Context Network will appear like this:

Caution is needed when using the Content Network as a lot of clicks can be from curious browsers and your adverts can be shown on sites which are completely irrelevant to your product or service.  The Click Through Rate is usually very low and this can lead to a low Quality Score and lead to increased CPC.

However, once you have had a Content campaign running for a few days or weeks, using Contextual Targeting, it is possible to see which sites Google have been showing your adverts on.  If you feel the sites are not relevant or the CPC is too high, you can exclude the domain so that your adverts are not shown on that site again.

If you do decide to advertise on the Content Network, we would recommend that you choose very specific keywords.  These do not have to be directly related to your product.  You need to make sure that your adverts are compelling as they need to stand out on the page amidst all the text and other adverts.