Google AdWords Opens Up Content Bidding

A while ago in SEM2.0 Andrew Goodman mentioned that Google was enabling separate content bids. JenSense just posted on the topic from the publisher perspective.

Google was intentionally slow to roll this feature out and makes the feature a bit hard to access, because they would prefer to automate the process using smart pricing and get you to buy as much advertising as you can afford.

Put another way, Google thinks that they algorithmically can determine the value of an ad better than you can estimate it. Having said all that, they do realize that sometimes the feeling of control will increase ad spend from some advanced advertisers, so...

Content bids let AdWords advertisers set one price when their ads run on search sites and a separate price when their ads run on content sites. If you find that you receive better business leads or a higher ROI from ads on content sites than on search sites (or vice versa), you can now bid more for one kind of site and less for the other. Content bids let you set the prices that are best for your own business.

I think a large part of the reason for the early success of Chitika has been that for certain types of content (like consumer electronics) image ads do have more value than the typical textual search ad.

If you have found underpriced content inventory look for this added control to cause more people to dip their toes in the water and drive up costs.

Not only does this new service allow you to bid differently for content clicks than search clicks, but it also allows you to buy content ads while opting out of search ads. In the past AdWords also allowed content only ads, but required content ads to be purchased on a CPM basis.

Now you can buy targeted content only ads and only pay when people click. Cheap branding opportunity I suspect. Perhaps with that type of distribution it makes sense to craft ugly highly graphical animated contextual ads that say DON'T CLICK HERE.

Published: November 21, 2005 by Aaron Wall in contextual advertising


Josh Wexelbaum
November 21, 2005 - 5:07pm

Smart advertisers have been doing this for a long time by simply creating a duplicate campaign and editing the campaign settings to show only on the Content Network.

aaron wall
November 21, 2005 - 5:21pm

A while ago Google was on by default no matter what type of traffic you wanted, unless you did site targeted CPM.

November 22, 2005 - 12:23pm

Actually, putting "Don't click there" could backfire as reverse psychology may cause people to click on that..

Still the idea behind this is basically sound. Sometimes, you don't really want people to click on your ad. In our case, we don't really polish our Google banner ad campaign as CPC for it is almost double the regular Adwords. The more impressions the better, and clickthrough has to stay near the minimum required by Google.

I imagine nearly everyone does this, or I could be way off the base here.

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