AdWords allows site specific targeting in their content network

[haplo]

Have you seen this?

All About Site-Targeted Ads

Clients have been yammering for this since the whole "content network" started.
Looks like they're going to have to pay for it though.

The AdWords ranking system takes into account the max CPM prices of all site-targeted ads,
compares them to the combined cost-per-click prices and clickthrough
rate of keyword-targeted ads, and then displays the highest-ranked ads.

[nicncher]

I have had a quick look and at first I thought all my content targeting problems were solved! Then I read further and now I am feeling unsure.....I may have missed something here, but was CPC not Cost Per Impression originally? Did search engines not change to CPC because it proved to be a better solution? I don't understand now why Google is resorting back. Can anyone clarify this for me or let me know if I have interpreted this incorrectly?

For the record, at least we know google is doing something about giving advertisers more control over their content matching.....

Cheers

[Discovery]

Before you go running to your Google account to try this out, understand that they are only beta testing at this point. They will release it to the public "in the near future".

"Site targeting isn't available yet. We're currently running a beta test of site-targeted campaigns with just a few advertisers. We expect to make site targeting available to all AdWords advertisers in the near future."

Looking forward to this feature. Thanks to this forum I was turned on to AdSonar last week where I was able to target a number of sites and specific pages that are right in line with my target market. The results thus far have been great! I suspect Google's new feature will be awesome!

Lead Discovery

[Jeff Martin]

This is very interesting news.

This could lend great influence and power to authoritive sites in the Adsense network.

You could get advertisers bidding against each other for positioing on your site, not just in the general Adsense network. More money for you and Google.

[AussieWebmaster]

It is more to let people do a little unspecific advertising where relevance is allowed to be overlooked.

[haplo]

Originally Posted by AussieWebmaster

It is more to let people do a little unspecific advertising where relevance is allowed to be overlooked.

I disagreee. If what you say is true, who would it benefit? Advertisers will stop competing for that space if their "unspecific advertising" doesn't work, and then Google loses and the Content Site loses.

From my experience, I think Google's a little smarter than that. Additionally, I think (naively perhaps) that "relevance" is more than just a catch phrase to them -- to me it appears to be the very keystone upon which their entire business model hinges.

But I could be wrong about this, too.

[AussieWebmaster]

Originally Posted by haplo

I disagreee. If what you say is true, who would it benefit? Advertisers will stop competing for that space if their "unspecific advertising" doesn't work, and then Google loses and the Content Site loses.

From my experience, I think Google's a little smarter than that. Additionally, I think (naively perhaps) that "relevance" is more than just a catch phrase to them -- to me it appears to be the very keystone upon which their entire business model hinges.

But I could be wrong about this, too.

I see it as an opporunity for people who have products that would appeal to users of content sites that are not an exact match. EG. Camping supply websites and SUV sellers... things that in the past may not have been allowed but have a relationship.
Much like shopping for demographics of the people who are good customers.
People who have products that fit the demographics of other sites: Teen sites offering items that teens are interested in... it is in effect moving to the more thorough integration of advertising across specifics to meet common interests.

For more info on the selection process look at this:
http://services.google.com/ads_inquiry/sitetarget?hl=en

[andrewgoodman]

For advertisers who want to make a small to mid-sized "buy" to get eyeballs on a well-known site, this system will save time and money. No deals to negotiate, no media buyer to pay off.

As upsetting as being disintermediated may be to some, Google (+ Overture) has rocked the online media buying world with AdWords version 1, and even more so with AdSense, and set off another earthquake with this version.

The whole idea with having to contact a portal or major publication or media buyer for a "price quote" on an ad is so cumbersome unless there are major dollars at stake.

The monetization of the long tail of advertising continues.

[AussieWebmaster]

Originally Posted by andrewgoodman

For advertisers who want to make a small to mid-sized "buy" to get eyeballs on a well-known site, this system will save time and money. No deals to negotiate, no media buyer to pay off.

As upsetting as being disintermediated may be to some, Google (+ Overture) has rocked the online media buying world with AdWords version 1, and even more so with AdSense, and set off another earthquake with this version.

The whole idea with having to contact a portal or major publication or media buyer for a "price quote" on an ad is so cumbersome unless there are major dollars at stake.

The monetization of the long tail of advertising continues.

Is going to require a whole new chapter (at least) in your book Andrew...

[Aidan O]

Originally Posted by Discovery

Looking forward to this feature. Thanks to this forum I was turned on to AdSonar last week where I was able to target a number of sites and specific pages that are right in line with my target market. The results thus far have been great! I suspect Google's new feature will be awesome!

Lead Discovery

yeah that was me I think

AdSonar offers a feature called PageMatch which, as a travel advertiser, has worked wonders for me. They've enabled site-specific advertising for a couple of months now, and from what I can tell, they're trying to carve out a niche in the premium publisher market, so my guess is they'll at least be a thorn in the side of Google with this, if not an outright competitor.

[Elisabeth]

Originally Posted by Aidan O

AdSonar offers a feature called PageMatch which, as a travel advertiser, has worked wonders for me. They've enabled site-specific advertising for a couple of months now, and from what I can tell, they're trying to carve out a niche in the premium publisher market, so my guess is they'll at least be a thorn in the side of Google with this, if not an outright competitor.

I agree, Aidan, I was looking at some of those specific offerings just the other day, and definitely see the opportunity to have far more direct control over page specific advertising that google has offered in the past. I think AdSonar has a leg up here, and had several quality partner sites to offer.

it will be interesting to see if Googles new site specific ads can improve results on the content side for advertisers.

Btw, i've split off some posts regarding AdSonar & contextual ad alternatives into a new discussion for results & Features here:

Results from using Adsonar
http://forums.searchenginewatch.com/...ead.php?t=5414

[AdWordsRep]

From my experience, I think Google's a little smarter than that. Additionally, I think (naively perhaps) that "relevance" is more than just a catch phrase to them -- to me it appears to be the very keystone upon which their entire business model hinges.

Thanks for that, haplo.

We do feel confident about relevance being maintained. And the program is in Beta, initially, to explore exactly this sort of question in the real world.

AWR