Content Network????????

I am running a campaign in both search and content network.Content network conversions are not constant.One month they goes to 15 and next they fall to 3.What could be the reason? And what steps shd be followed to increase the conversion rate on content n/w?

Well, first I am assuming we are talking about adwords, so if we're not, then the answer below probably doesn't mean as much.

Content network is tricky. There are several different things you can do, I'll offer up a couple suggestions.

On your reports, you can run a site report through your content network ads and see which sites are converting well and which aren't. Then just turn of the content network on your regular campaign and create a site targeted campaign using only the sites that have brought conversion (or have a high potential of bringing good traffic). You should be able to bid for these on cost per click basis instead of just bidding CPM (i never liked that method, personally). Again this is just a setting change.

If you don't want to do that, you can still set up a new campaign just for the content network, this will give you the opportunity to manage all of that independent of the search campaign so that you can better control spending on down months and up your bid when you start converting well.

I think you'll find that either of these will help you manage your content network conversions better. You're still going to see a lot more flux than you would with your search campaigns, but you can at least adjust for it easier and possibly find a few more sales this way.

Good luck

I have seldom seen traffic convert well from the Content Network.

The reason for the great disparity between appearing on the SERPs and on content sites is that people using search engines are actively searching for something.

When your ad appears on a website, people click on it out of curiosity or even relevance. But they are not necessarily in a buying mode.

Use the Content Network cautiously.