What is the difference between content and search?
Search network includes search engines such as Google.com and their partner search sites like AOL and Ask.com. Content network includes partner sites such as blogs, online newspaper sites, informational and research sites like About.com, FoodNetwork.com or HGTV.com. Content network should be used and analyzed differently than the search network results. For instance, on content network typically you will have many impressions and a much lower click through rate and cost per click or cost per action. Think of it this way: If you were looking for articles on how to fix a leaky kitchen piping you might visit do-it-yourself sites or blogs with detailed explanations of how to fix your kitchen piping. These sites are part of the content network. A consumer who visits sites like these are less likely to call a plumber today and are “surfing” for information not “searching”. However, a consumer who searches on Google for “Plumber in Melbourne” is most likely looking for a local service company
