Best practices when creating your contextual ad campaign:
- Creating separate campaigns for contextual targeted ads,
- Using the site exclusion tool to focus on sites matching your campaign goals,
- Setting your bids at the ad group level,
- Basing each of your ad group around a single theme,
- Testing the different ad formats (text, video, image, gadget),
- Pointing all ads in an ad group to the same URL,
- Creating a short keyword lists for each ad group,
- Using negative keywords,
- Writing compelling and specific ads.
Things to avoid when creating a contextual targeted campaign:
- Biding at the keyword level,
- Using keyword matching options,
- Using both singular and plural keywords,
- Using a keyword list bigger than 50,
- Using only one ad group per campaign,
- Using generic landing pages for each ad group.