What is the difference between the Google Search Network and the Google Content Network? The search network is made up of Google search partners. They are AOL, Netscape, Earthlink, Compuserv, Ask, Shopping.com, AT&T Worldnet and of course Google. Advertiser's text ads can appear alongside these search partners search results. As yet, I have not seen any traffic come from these partners except Google itself. Only text ads can be displayed on the search network.
The content network is made up of many sites that imbed a Google AdSense JavaScript code to accept Google AdWords. These sites can be websites or blogs on about just about any topic. For example, type in www.australianbeers.com and at the bottom you will see a box for Google AdWords with companies advertising. These sites are what Google calls "contextually targeted". This means that ads on these sites relate to what the site is all about. If you opt into the content network and you are promoting beer there is a strong chance your ad will appear on the "australianbeers" website. Ads on the content network also attract the "quality score" formula.
If you are in both the search network and content network then it is cost per click bidding. If you only advertise in the content network then cost per 1000 impressions (CPM) or cost per click (CPC) will apply. The content network will accept text ads, image ads and video ads. However, this is up to the publisher of the site if he chooses to accept all these formats.
If you want to solely advertise on the Google search network then open your AdWords account. Go to the campaign and check the box next to it. Then click on "edit settings". From this page you will be able to opt out of the content network. Simply uncheck the box.
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