If you are going to run a click ad campaign, one of the decisions you will have to make is whether to run your ads on Google (or whomever’s) content network. That means your ad will appear on (mostly) news sites along with articles on related subjects.
Google is promoting the effectiveness of these as being higher than that of search ads (the ones that appear along with organic results when you do a Google search).
This completely neglects the relative quality of these clicks, which in many situations is poor.
Our default choice is not to run on the Content Network.
Here’s a good example of why. Want to grill like an expert?