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Site-targeted campaigns

from the publisher's point of view

8:08 am on May 10, 2007 (gmt 0)

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I'm experimenting with my first site-targeted adwords campaign and I was wondering how it worked from the POV of you guys - the publishers.

Do you simply set a minimum cpm for each of your sites, or do you manually review each "offer" and accept/decline?

I'm trying to specifically target women so I've chosen female-centric sites and initially set a max cpm of $1. Too high or low? I want a lot of traffic quickly and don't mind paying a premium.


7:32 pm on May 10, 2007 (gmt 0)

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the premium publishers may get to approve/disaprove site targeting but regular publishers have no idea unless the ad is seen on their sites. then they could use the competetive filter to block you if they decide to. But on whole the google system decides the min cpm worth of the site, and can very greatly from site to site. oprah.com is usually going to command higher prices than janes-really-cool-female-fashions-and-myspace-tools.com. so a blanket bid of 1.00 for all sites is going to be hit and miss

for what is worth, on the site targetting cpm campaigns i've ran, i had to bid much higher than what i ended up paying to get the ads started. what i would do is start low, and every few hours raise the bid 25-50 cents until it got rolling so i would be bidding 2.00 but only paying 1.25(not actual figures). you also need to constantly check and figure to make sure you arent paying more per click than if you were runnng a cpc targeted campaign.

7:54 pm on May 10, 2007 (gmt 0)

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I have also tried site targetting and at the end of the day good branding exercise but if counting cpc / roi was better off going back to cpc