Forum Moderators: martinibuster
Keep in mind that like other site-targeted campaigns, campaigns that run on ad placements are charged on a cost-per-thousand-impression (CPM) basis.
A whole lot of small advertisers have given up on CPM. I wonder if they'll ever let advertisers target a site with CPC text ads, which is what a whole lot of folks would prefer...
A whole lot of small advertisers have given up on CPM. I wonder if they'll ever let advertisers target a site with CPC text ads, which is what a whole lot of folks would prefer...
It appears that some advertisers have given up on CPC, too, at least in the "content network". (Which isn't to say that site-targeted CPC ads wouldn't be a great idea, or that they aren't a possibility for the future.)
A whole lot of small advertisers have given up on CPM.
I "think" google is trying to make site targeted ads more attractive to advertisers, which in turn "should" end up with higher paying cpm ads for publishers. I don't actually think it's going to work for advertisers or publishers in the forseeable future.
Clearly the idea, from the publishing side is to create PREMIUM ad spots to distinguish oneself from the thousands of low quality spots available to advertisers. ...under the assumption that advertisers will pay premium prices if they know they will be displayed in a prime time visible high click spot. Checking adwords, it's obvious that a) publishers haven't joined up and b) the process from the advertiser point of view simply requires way too much work to site target.
Personally, as both an advertiser and publisher, I'd REALLY like this to work, but google is so far behind the eight ball on pulling it all together I can't see it.
So, I can see there's nothing to push people such as yourself to reinstate those CPM ads, cause my guess is if it didnt' work before for you it still won't work. Maybe in 2008.
...but google is so far behind the eight ball on pulling it all together I can't see it
What do you feel would be needed for it to work? A simpler targeting process?
What do you feel would be needed for it to work? A simpler targeting process?
Definitely. From an advertiser point of view it could literally take tens of hours to locate, examine and identify sites to run ads on. Since it's so much work, many advertisers shot-gun it, by choosing a bunch of sites to target, pay very little to test, and so it keeps rates down.
As an example, if I'm paying cpm, I want to be placed in spots where I'll get my interested clicks, but there's no way of knowing where my ads will appear (which ad blocks). Obviously that's what google is trying to address with it's ad unit channel stuff for publishers.
But it's a chicken egg, thing. Publishers aren't going to bother if they're going to get pennies, and advertisers aren't going to pay more than pennies unless they can easily determine their ads will be shown in the right places and on the right pages.
It's really a huge mess for advertisers, which makes it essentially a huge mess for publishers.
added: What they REALLY NEED is an advanced algorithm to do the grunt work of finding sites to advertise one. Say, like plugging in price, positioning on page, more specific topic, etc. They aren't even close.
