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AdWords to Show List of Content Site Inventory Used for Ads

     
3:24 pm on Feb 26, 2007 (gmt 0)

WebmasterWorld Administrator brett_tabke is a WebmasterWorld Top Contributor of All Time 10+ Year Member Top Contributors Of The Month Best Post Of The Month



Pretty interesting article - mostly about Quigo:
[nytimes.com...]

Google said it was prepared to make changes to its AdSense service that mimicked Quigo's approach, an unusual step for a company accustomed to mapping the terrain in every aspect of its business.

In the next few months, Google's advertiser reports will begin listing the sites where each ad runs, Ms. Malone said. She added that advertisers on the Google networks would soon be able to bid on contextual ads on particular Web sites rather than simply buying keywords that appeared across Google's entire network.

3:54 pm on Feb 26, 2007 (gmt 0)

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About time!
4:06 pm on Feb 26, 2007 (gmt 0)

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Will they show the site, along with statistics(most notably, conversions) for each ad group?

That would help out the most!

W

6:02 pm on Feb 26, 2007 (gmt 0)

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The stats for the individual sites that are hosting the adwords can be seen now at least on the cpm ads. I don't see where it tracks conversions though. It is nice to be able to pause cpm advertising on underperforming host sites though.
6:23 pm on Feb 26, 2007 (gmt 0)

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Anyone care to guess how many more months we'll have to wait to have the same choice in the search network?
6:38 pm on Feb 26, 2007 (gmt 0)

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I use both Adwords and adsense on multiple content based websites about things like history and recipes. After I initially signed up for adsense. I have made "channels" on adsense for the additional websites but nowhere do I enter the URL of the places the ads will appear.
So I am not sure how adwords can accurately get the domains of the websites the ads will show up on when the adsense hosts don't tell google where they are. Unless the all knowing Google Gods can tell.
7:09 pm on Feb 26, 2007 (gmt 0)

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Very interesting although I think it is less about Quigo than it is about dominating the entire ad space completely instead of just contextual. Reports like this have been the norm for years. I wonder if DoubleClick will be bought someday soon? I wonder how many po'd AdSense publishers there will be if/when Google does do this?

JAG

8:27 pm on Feb 26, 2007 (gmt 0)

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IdahoEagle, the google gods know exactly where the ads are being displayed. They have to crawl you pages to figure out what to display.
9:26 pm on Feb 26, 2007 (gmt 0)



I wonder how many po'd AdSense publishers there will be if/when Google does do this?

I'm an AdSense publisher, and the idea makes sense to me. (In fact, I've been a frequent advocate of site-targeted contextual ads.)

Site-targeted contextual ads have the potential to enlarge the "content network" advertiser pool by attracting mainstream advertisers (who are used to having control over where their ads appear) and advertisers who are interested in leads rather than e-commerce transactions.

10:49 pm on Feb 26, 2007 (gmt 0)

WebmasterWorld Senior Member hobbs is a WebmasterWorld Top Contributor of All Time 10+ Year Member



Publisher perspective:

Time to polish our on-site advertising pages, about time for Google to start sending us some quality direct advertisers ;-)

11:43 pm on Feb 26, 2007 (gmt 0)

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This will be a great thing for advertisers, which should in the long run help QUALITY sites at the expense of MFAs and the like.
1:38 am on Feb 27, 2007 (gmt 0)

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I'm a publisher and I love this idea. Text ads convert well on my site and I'm looking forward to adwords advertisers being able to target my site.

BTW, I turned off the feature for adwords clients to target my site via CPM becaue the ads looked horrible. I'd be willing to turn site targeting back on if it was text only.

10:20 am on Feb 27, 2007 (gmt 0)

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I love this:

Still, Ms. Malone said she did not see much of consequence coming from the changes. We dont expect a lot of demand for that placement targeting, she said. Its the brand, the display advertisers who care where they run.

Yep, the brand advertisers care, and so does anyone else trying to turn a profit on the content network. I think there'll be plenty of demand.

1:45 pm on Feb 27, 2007 (gmt 0)

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All well then,
But as a publisher, I'd like to know when I am targeted for PPC and by who, also should be able to refuse an advertiser or the whole ppc targeting option on my pages if it turns out to be a dud.

Fair is fair.

2:01 pm on Feb 27, 2007 (gmt 0)

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I have a specific niche and look forward to allowing advertisers to target my site.

I just wonder if this modification will create a "bandwagon effect", where many advertisers seek out the biggest (most recognized) websites. Meaning, how many advertisers will only target 2 or 3 sites, never placing their ads on the broader contextual ad network?

Will this leave the broader contextual network full of "low-level" ads?

2:16 am on Feb 28, 2007 (gmt 0)



I just wonder if this modification will create a "bandwagon effect", where many advertisers seek out the biggest (most recognized) websites. Meaning, how many advertisers will only target 2 or 3 sites, never placing their ads on the broader contextual ad network?

Some will, some won't. The smart advertisers will realize that, say, a pay-per-click camera ad on big-newspaper.com and general-interest-portal.com won't reach as motivated an audience as the same ad on a respected camera-review or amateur-photography site.

Will this leave the broader contextual network full of "low-level" ads?

Some publishers will benefit, while others will be hurt. But it's hard to argue with the reality that being able to select keyword targeting and audience is better for advertisers than the current lowest-common-denominator, buyer-take-potluck, diamonds-packaged-with-manure approach.

6:21 am on Feb 28, 2007 (gmt 0)

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I did a $5 cpm test for one of my recipe sites and the placements on domain names I recognized had terrible click thru rates. The placements on low volume domains that I didn't recognize had click thru rates as high as 4.4%.
So I think it all depends on the ad and producat demographic.
 

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