14 Hot Ideas in Free and Paid Search

As with broad match, syndicating your ads to the content networks can offer you greater click inventory. But again, this additional traffic can be of lower quality, increasing your PPC costs with minimal sales benefit.

For one thing, know if you’re running ads on the content networks. If so, test to determine if the additional costs are warranted by additional sales. There are good clicks to be found hidden in the content haystack, but finding them takes effort and care.