We don’t do a great deal of advertising on the Google Display Network, formerly known as the Content Network. The main reason being that for most of our clients their pay per click advertising budgets are most effectively spent on Search Networks, which covert at a higher rate and lower conversion cost.
But we also have some larger advertisers, with more budget to use towards all potential customers in the buying cycle – not just those who are ready to buy or convert now. For those advertisers we recommend utilizing contextual targeting in the Google Display Network. It’s not a pure display buy – the content has to contextually match the keywords you are advertising on – so it’s not completely just a blind push of a marketing message on someone not interested in your keyword topics.
With that said, if you are trying to maximize conversions and get them at an affordable cost per conversion the Display Network is a dangerous place to play.