Tactic settings specify the method used for distributing ads -- Sponsored Search or Content Match. Sponsored Search displays ads for related search queries. Content Match displays ads on content pages containing articles, reviews, news, or other information.

To set or edit the tactic settings related to a campaigns:

• Click the Campaigns tab.
• Click a campaign name.
• Click the down-arrow button to the right of the Campaign Settings button in the upper right of the page and select Tactic Settings. The Campaign Tactic Settings page opens.
• To turn Sponsored Search or Content Match on or off, select the setting from the corresponding dropdown list.