My latest Search Engine Land article was published yesterday. It’s about taking the normal content network structure (one content campaign and one search campaign) and using a different organization scheme to take advantages of sites that are doing well on the content network.

Essentially, you would have three campaigns:

• Search campaign
• Content campaign (to find new sites)
• Placement campaign (for sites performing well)

Today, you could have ad groups within your content campaign that are targeted to just sites doing well; however, those sites might lose some of their impressions due to other ad groups that are shown on random content sites.

If you have found sites that are performing well for you – don’t you always want your ad to show there? (Same logic as making sure your best keywords are active on Google.com).

Instead, put these performing sites into their own campaign with their own budget. That way you are using the ambiguous content campaign to find sites doing well (and block those that aren’t doing well) that has its own budget. Then, a second campaign for sites that have performed in their own campaign with their own budget so that you ad will always be displayed on those converting websites.

It’s a long article, but well worth the few minutes it’ll take to read and comprehend.

New ways of organizing content campaigns for AdWords.