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Search ads vs. content ads: a case history

     
4:59 pm on Jul 25, 2003 (gmt 0)

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Google's AdWords has an interesting case history about an advertiser that's using Google "content ads" along with search AdWords.

Interesting tidbit: The company's content ads have a higher cost per click than the ads on SERPs, but the company makes more money from the content ads:

- $275 per month per lead from content ads

- $75 per month per lead from search ads

Why? According to the case history, the content ads have a lower clickthrough rate. IMHO, this probably means that people who click on an AdWord/AdSense ad after visiting a content site are more likely to be serious prospects (because they aren't searching for information, but are looking to buy).

The case history is at:

[adwords.google.com...]

5:48 pm on July 25, 2003 (gmt 0)

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IMHO, this probably means that people who click on an AdWord/AdSense ad after visiting a content site are more likely to be serious prospects (because they aren't searching for information, but are looking to buy).

Interestingly one can disable content-targeted ads in an Adwords campaign, but cannot disable search page ads. Unless someone knows something I don't. So if you find that your content-targeted ads have an acceptable ROI, but your search page ads don't you have a tough decision to make.

5:59 pm on July 25, 2003 (gmt 0)

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richmondsteve - that is a very good point and am sure in th future Google will do something about this.
 

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