Google AdWords 101 (part 2)
Google AdWords Rookie Mistake #2: Not understanding the difference between ‘Search Match’ and ‘Content Match’ (and setting single Campaigns for both)
Google does a nice job of allowing you to determine where your ads will show. But many AdWords advertisers use these setting indiscriminately. I would suggest that campaigns be set to either Search Match or content Match (but not both). The simple reason is that the ads that will appeal to individuals actively searching on a phrase will be quite different from the types of ads that will appeal for browsers who see content Match ads.
