Once you have your Google Content Campaigns up and running, now it’s time to track your performance and optimize your campaigns. Your goal is to identify what sites are driving the most relevant traffic and conversions. Understanding your conversion metrics here is key.
You will also notice that your CTR is going to be higher on search campaigns than what you’ll see in content, since the behavior of users is different. This difference will influence your quality score so the quality scores for search and content are kept separate. One last note …. Targeting happens at the ad group and not the keyword level.
Wish you the best,