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SOLVED

Search and Content

summit_attendee
Level 1
Level 1

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?

1 Accepted Solution
madhuri_immanen
Correct answer by
Level 1
Level 1

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 solution in original post

1 Reply
madhuri_immanen
Correct answer by
Level 1
Level 1

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 solution in original post