Google will announce
today a limited beta feature for AdWords that will allow
advertisers to target their ads to thousands of specific
content sites across the Google Network.
The new limited roll-out
will see Google testing new ground in two important areas.
First, Google will test a CPM (cost-per-impression) bidding
model for AdWords ads. Second, for the first time, AdWords
advertisers will be able to select which specific web
sites their ads are displayed on, something that advertisers
have been crying-out for.
The new CPM bidding
model will also accept animated image ads, in addition
to the existing text and static image ad formats. By increasing
competition for ad space on specific sites, Google is
hoping that people who visit those sites will get more
useful, more diverse, and more relevant ads.
So what is Google
rolling-out in this beta test?
will now be able to select specific content sites across
the Google network where they would like their ads shown.
Advertisers can target these sites easily by either entering
the specific URL of a website or enter keywords to search
for sites, in its network, that match those keywords.
Enabling advertisers to target a specific ad to a specific
site creates another way - in addition to keyword-based
targeting - of letting AdWords advertisers connect with
people who are likely to be interested in their product
or service. So will all AdSense partners automatically
show these new CPM ads? Google's Barry Schnitt tells us,
"AdSense partners, with the excetption of sites with
which we have individual contracts, are opted-in."
site targeting, advertisers will set a maximum CPM, that
is, the maximum price they're willing to pay for every
thousand impressions their ad receives on a particular
site. Schnitt explains, "The placement is calculated
by CPM. That CPM is then entered into the auction with
the other text-based keyword ads. The CPM then competes
against [traditional AdWords ads] CTR x CPC"
is different from other CPM models, where advertisers
must pay a fixed CPM. On AdWords, advertisers pay no more
than the minimum price needed to run an ad on a site.
It's worth noting that you won't be able to use a CPM
model on Google's own search results page, only their
network of partners.
addition to text-based ads, Google's site targeting will
include another ad format option, animated image ads.
This is an enhancement to the image ads option they launched
Google's site targeting
feature is available as a limited beta, and they're not
revealing who has been selected or what the criteria for
selction was. As with past Google betas they plan on gathering
feedback and enhancing the features. Once they've received
enough feedback, Google plans to roll out the service
to a wider audience of advertisers in the coming weeks.
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