Google Site Targeted AdSense Ads

Jun 17th

This page was linked to from various site targeted AdSense ads to explain a bit about how the technology works. There are a couple links at the end of this post which also point to a few ways to creatively use Ads by Goooooogle.

Easy to Set Up:
I just set up my first site targeted AdWords ad account. Setting up a campaign was fairly easy.

This post is my intro to the site targeted ads, if you are interested with my thoughts of it click on and read with your bad self. hehehe Overpriced Impressions:
While there is lots of active discussion on them, I tried to avoid CPM advertising on most of the major SEO forums because I know that its not uncommon for me to generate 50 to 500 page views myself in a day when I am in the posting mood.

The $2 minimum CPM for forums is probably a bit rich for my business model, especially when I can participate in the threads and be seen as part of the activity instead of part of the ads. I might advertise on them soon, but am not yet.

Business Model / Quality of Business / Why to be Social:
I spent a couple hours picking out sites to advertise on, but some people have far more profitable business models than I do. Shortly it will likely get to where site targeting is not a viable option for my current business model, but I might as well try it out while its new.

A good link broker (hi Patrick) or an SEO firm can make far more money than my business model because my business model currently lacks recurring fees.

One major benefit my business model has over most others is that I spend most all day reading and playing on blogs & forums, and thus know many people who are hip and help market my stuff for me. Another benefit I have is that I have low living costs and limited infistructure, so I could change quickly.

Keywords & Site Targeting?
Some people have recently told me that the site targeting also allows you to target keywords on those sites, but I did not see that feature. Likely it will eventually be added. Yet another reason why primarily designing a site about a niche is huge: making efficient ad sales easy to target, automate, and buy.

When you pick your initial content sites to advertise on it allows you to add a number of keywords with the seed set of sites you entered to help refine the concepts you are interested in and offer other similar sites you may want to advertise on. Some of the suggestions were a far miss, but a large portion of them were dead on.

Another useful feature would be allowing you to specify filepaths. Currently it looks as though they only allow site and subdomain targeting, which can make it hard to reach other parts of sites with huge forums.

Context Without Search:
In the past you could not buy contextual ads without also buying in on Google.com search ads as well. With the new CPM program you can buy text ads, graphic ads, or annimations. When you place your bid it is a max bid. Google does a bunch of math to convert your CPM max bid to a CPC to compare it to the AdSense contextual ads for pricing purposes.

By picking what sites to advertise on, and shifting the ads from CPC to CPM, you lower your clickfraud risk profile.

A Low Noise Hello:
One of the best deals with the new CPM program is that you can make sure certain site owners know you exist for a low price. With blogs sometimes you can do that with a comment or a trackback, but it is not possible with many sites. A site targeted ad might be a good way to say hello.

If you randomly start seeing a bunch of ads from my site on your site then I probably targeted your site.

Other Cool Things:

  • Whenever there is breaking news you can quickly add that site to your account to make sure you advertise where large active streams of new traffic are.

  • In the same way that Google makes irrelevant ads pay a premium for having a low clickthrough rate on Google, this program also uses community feedback (in this case peer pricing pressures) to help ensure the ads stay as relevant as possible.
  • This program helps quality publishers get more value out of their content while lowering the fraud risks associated with participating in AdSense.
  • Displays clicks and cost per conversion with each URL.
  • Allows you to bid different prices on each URL within a group.

The Down Sides:

  • Just like all Google ads, the system is a bit unpredictable. I put in a max CPM and ad spend amount, and odds are my real costs will be nothing like I bid and I will get less impressions than the associated amout that I bid for.

  • There were no suggested CPM bid prices, or expected costs listed, just estimated pages viewed in the past.
  • If large advertisers buy up the best ads by overpaying for the best content sites that means that the average advertiser, which may be locked out of many of those sites, might not have much left but the clickfraud and scrapper sites to pick through.
  • When initially selecting a seed set of sites it helps suggest many others. It seems as though after you set up your ad group you can't get that feature back again without starting up a new ad group? But then again I am tired and maybe I missed something.
  • Sometimes I might want to advertise specifically because I want to reach a site owner, but Google considers clicking ads on your own site as clickfraud.
  • It is probably a bit easier to fake page impressions than ad clicks, and Google will quickly be dealing with another form of fraud.

Bonus creative site targeted AdSense ad ideas:

Published: June 17, 2005

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Comments

June 24, 2005 - 6:02am

Hi Aaron,

I caught your ad on my blog today and had a good laugh. Very creative marketing.

Flattered you choose my humble blog, but I did add your site to my AdSense ad filter. That doesn't mean I'm not a fan of your book and blog (I am). It's just business, seeing as we compete pretty much head-to-head.

July 2, 2005 - 2:35pm

Hi Esoos
I entirely understand. I only picked your blog because I thought it was good and had relevant traffic :)

cheers for the comment mate
aaron

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