An AdWords advertising campaign is built around short but carefully worded advertisements. Although limited in size these advertisements can be very successful in attracting the attention of users who will then click on the advert and be taken to your website.

Two methods exist and they depend on where you are going to place your advertisement. During the set up process of the AdWords campaign you will be given a couple of options and you can decide to place your ad on the search or content network (Adsense) or you can place it on both networks.

Search network advertisements are assigned many keywords that would match the text of the advertisement and that is an excellent method for getting searches to locate your product or service.

Alternatively, using the content network, your advertisement will be placed alongside an article with content relating to your advertisement. In this case it is read by users who may not necessarily be interested in actually purchasing any product or service, and, put another way, are browsers rather than searchers.

The effectiveness and performance of search advertisements far exceed that of contextual advertisements. In order to drive more traffic to your website, though, you could target both networks (in effect ‘broadening your net’) by selecting the search network check box for one and the content network check box for the other.

Advertisers spend a lot of time and money making their advertisements, and they tend to close in on a certain age group, and a certain peer group. And when people in that age group click on the ads, they know they have did what they have set out to do. And they make they money they want.

Even if you have already done advertising with AdWords you may want to begin a new campaign if you want to target the content advertising folks. It may be possible to use the same campaign on the content network but it might not be as effective since the audience is usually considered more passive.

In the final analysis a well run search network campaign is usually the most effective way to generate business but with a little ingenuity and well written copy there is no reason why this could not be supported by a parallel campaign on the content network.

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