In Google's default settings, there's a content search and bidding option. If you want to use that, my recommendation is to give a lower bid than the search bidding. Content network is not right for every business. If you are keeping the place for content bid blank, Google will assume your maximum CPC of search network as content bid and a significant portion of your daily spending limit will flow that way without much conversions. Place a lower CPC for content network when you start your campaign. If it seems working effectively, you can gradually increase your bids. It's better to review daily report of your keyword performance in search and content networks.

Labels: Adwords, pay per click

I think it shouldn't be enabled as a default! So many people new to PPC make the cardinal mistake of not bidding separately for the content network or separating it out into a different campaign,

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