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Advertisers Get More Control on Google’s Content Network



Google AdWords advertisers that run content-targeted ads are going to have a easier time managing their campaigns. Until now the content and keyword ads were managed separately. A new feature combines both keyword-targeted ads and placement-targeted ads into one campaign and both will show ads based on keywords.

According to the AdSense blog: “Advertisers can now combine keywords and placements in the same campaign to more precisely target where their ads appear on the Google content network and how much they pay for them. The content network is Google’s advertising distribution channel comprised of hundreds of thousands of high-quality websites, news pages and blogs that partner with Google to display targeted AdWords ads.”

Here’s an example of how the new feature works to fine-tune your campaigns. Let’s say you want to advertise on Marketing Pilgrim – you had little control over when and where your ad showed. Now you could have your ad show up by keyword. So if you are a web site analytics software company, you could have your ad show up on when words like “web site analytics” or “web site tracking” are written about.

Advertisers can also set unique bids for specific sites in the content network – so you can bid on each site individually. You can also write ads specific to the site your advertising on. The sites include social networks, dating sites, and other web sites.

It’s been challenging for most advertisers to make their content advertising profitable. And it’s been a hassle to manage the campaigns in two separate interfaces. Along with more precise placement, the reporting is better too – this should help tremendously.

This feature is optional and only affects the content network. The new feature will be available when a new campaign is created or changes are made to existing ad groups.

On one thread it sounds like it’s being tested by a group of advertisers, however Google says it’s open to all advertisers. The link to the help page on the Google post is broken.

It usually takes time to test out new features, so if you’ve had a chance to experiment, let us know what you’ve learned.

  • http://blog.fb.ro Chris

    I really enjoyed this. Quite interesting.

    Chris’s last blog post..Fascinatia discobolului

  • http://www.greatpriceshere.com Nicole Price

    I haven’t yet had any experience with this but the project seems very interesting and I intend to watch out for it happening. Please do keep us posted of developments and where possible, give examples. Thanks.

    Nicole Price’s last blog post..Greetings for Free

  • http://thingsyoushoulddo.com juliemarg

    How do you think this will affect the publishers? If a travel business had specifically chosen to advertiser with me (isn’t that a lovely thought) will their ads be more relevant to my posts and therefore convert better? More adsense money?

  • http://www.futurefactory-software.com Warenwirtschaft

    As an advertiser i didnt use the content-ads because of too much click fraud. With new tools that give me more power i may try it again.

  • WD

    “Google’s advertising distribution channel comprised of hundreds of thousands of high-quality websites”

    Now that made me laugh.

  • http://www.otlacan.com Otilia Otlacan

    I’ve just found out about this new development today, when our AdWords account manager suggested it. Will definitely give it a go, as it is indeed a hassle to run concurrent campaigns on both search and the content network.

    Otilia Otlacan’s last blog post..ValueClick Media Launches Predictive Behavioral Targeting

  • http://onlinemarketingmavens.com/2008/07/10/google-content-network-and-super-campaigns/ Lisa R

    It looks like it’s available to all advertisers now. My Google rep called them “super campaigns”.

  • http://www.webdesignforseo.com Portland Search Marketing

    Is this a new feature? I think AdWords has been like this for a long time. On another note, I think it is funny how Google releases a program, makes a bunch of money off of its limited and/or complicated features, gets some bad press and declining usage, and finally fixes the problem when they cant get away with it any longer.

  • http://www.macrophotos.net/ Flickr

    I find most of their placements are misleading and a very low quality. Many of these placements are not the publishers but rather a bunch of third party ad servers, proxies between the real publishers and Google.

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