AdWords advertisers can now adjust keyword bids for specific sites on the content network as part of revisions to contextually targeted pay per click advert campaigns. The extensions to content network advertising gives AdWords users more control over their ads on the Google Content network and the flexibility to adapt their ad position and keyword bids according to content on the third party site. More About AdWords Content Network Changes

If an advertiser is displaying their pay per click ad on a particularly lively social media network for example or on an industry forum, bids can be adjusted for specific keywords most closely related to conversations happening on that page. The custom bids facilities means that within each ad group, keywords can be individually adjusted to reflect sites in the network delivering a better than average performance.