Search and Content | Community
Skip to main content
summit_attendee
New Participant
October 16, 2015
Solved

Search and Content

I have mainly Search cmapaigns and a few Content campigns. Can I have all of them in one Portfolio? Or should I create seperate Portfolios for Search and Content?

This post is no longer active and is closed to new replies. Need help? Start a new post to ask your question.
madhuri_immanenAccepted solution
New Participant
October 16, 2015

In theory, the lesser the number of Portfolios, the better it is.

According to the true Portfolio Theory Approach, you should have Search and Content in one Portfolio. And depending on how they contribute to the objective that has been set, the Media Optimizer will figure out the best way to spend across the two.

But search engines sometimes make algorithmic changes to one of its networks and not the other. To prevent changes on the content network from affecting spend on search, and vice versa, some advertisers prefer to create separate campaigns for search networks and content networks.

View reply

1 reply

madhuri_immanenAccepted solution
New Participant
October 16, 2015

In theory, the lesser the number of Portfolios, the better it is.

According to the true Portfolio Theory Approach, you should have Search and Content in one Portfolio. And depending on how they contribute to the objective that has been set, the Media Optimizer will figure out the best way to spend across the two.

But search engines sometimes make algorithmic changes to one of its networks and not the other. To prevent changes on the content network from affecting spend on search, and vice versa, some advertisers prefer to create separate campaigns for search networks and content networks.

Translate
Terms & ConditionsAccessibility statement

Loading footer...