Another way to find more traffic and customers is with Google's content network. Jasper, a Tech B2B content network specialist, shares some tips for building a successful content campaign.

Step 1: Separate your campaigns

JASPER: When your ads show on Google's content network, our system looks at the overall theme of your keyword list and ad text to determine the most appropriate sites to display your ad. We've found that by using separate search and content campaigns, your ads are easier to target and manage.

Step 2: Focus on a theme

JASPER: Creating a keyword list with a closely knit theme is integral to your content campaign's success. But how do you pick the right 10 to 30 keywords?

Try the Keyword Tool to find keywords that represent your ad's theme. I typically use this tool in two ways: entering keywords and website URLs. Here are some tips to begin:

• Start general for the most ideas. You can always add terms to make your keywords more specific. For example, a general keyword like network solutions will generate lots of ideas. You can make it more specific with a qualifying term, such as network security solutions or network security providers.
• Don't just use your URL to generate ideas: Use other relevant websites in your industry to find more keyword ideas. Don't know of any other websites in your industry? Try a Google search on one of your most popular keywords as a start.
• Add any irrelevant terms as negative keywords to tell us where you don't want your ads to show. For example, if you don't sell network security cameras, add cameras as a negative keyword. You can do this quickly by using the arrows next to the Add link and selecting Negative.

Step 3: Expand your list

JASPER: With a little help from the Keyword Tool, you'll have more keywords within your theme for more robust and accurate targeting. Your new keyword list might look like this:

Before Keyword Tool:



After Keyword Tool:

Step 4: Stay organized and relevant

JASPER: Now that you know how to create strong keyword lists for content campaigns, keep these final points in mind and you'll be all set:

• Create separate ad groups for your other products and services to target your ads effectively and keep your account organized.
• Ensure that your ads relate to your keyword theme. Including your main theme in your ad text will make your ads more relevant.
• If you're using a separate content-only campaign, remember to opt out of Google search and the search network.

You can learn more about the content network and get more tips at www.google.com/adwords/contentnetwork.