Presenting significant
enhancements to the Google AdWords program
Our advertisers have
asked for the option to target specific sites in our content
network, and to reach prospects with compelling ad formats at
different points in the purchasing cycle. Users have told us
they are tired of seeing the same banner ads every time they
visit their favorite sites. We listened—and now we'd like to announce that Site Targeting is available.
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| What
this means for advertisers |
Target users by site
Advertisers are now able to choose site-targeted
AdWords campaigns as an alternative, or in addition, to keyword-targeted campaigns.
The site targeting option is designed to meet the needs of advertisers who want
to place their ads on specific content sites in the Google network. Site-targeted
ads run only on sites the advertisers select, based on their judgment of the
sites' relevance, reach and appropriateness. These ads do not appear on search
result pages.
Keyword-targeted ads work exactly as they do now. Advertisers choose keywords
to help us match their ads to qualified prospects. Keyword targeting enables
advertisers to reach new prospects at the precise moment when they're looking
for particular products or services. These ads appear on Google.com search
results, and advertisers can have them appear on our content and search
networks as well.
Find and choose specific
sites where your AdWords ads may appear |
Learn
more about site targeting
New max CPM bidding option
With site-targeted advertising, advertisers simply
set a max CPM—that is, the maximum price they're willing to pay for every thousand impressions
their ad receives on a particular site. Their ad, along with other site-targeted ads and keyword ads, compete for advertising space.
Google's technology ensures that advertisers pay no more than the minimum
price needed to run an ad on the site. In many cases, they pay a price
lower than their max CPM. This model is different from other CPM models,
where advertisers must pay a fixed CPM. Keyword-targeted ads will still
follow a cost-per-click bidding model, where advertisers set the maximum
price they're willing to pay for each click their ad receives.
Ad Group view of a
site-targeted campaign |
Learn
more about max CPM ad ranking
Additional ad formats
Site-targeted ads can be text ads, static image ads as well as our new animated image ads. Advertisers can run image ads in five formats:
- banner (468x60 pixels)
- leaderboard (728x90)
- inline rectangle (300x250)
- skyscraper (120x600)
- wide skyscraper (160x600) New!
As always with Google,
image ads are carefully evaluated before they are allowed to run on the content
network. If Google believes the ads negatively impact the end-user experience,
they are not permitted to run.
What do I do now?
If you would like
to test the new functionality, please follow the simple setup instructions.
| What
this means for users |
We have taken several steps to maximize
the relevance of these site-targeted ads for our users. By enabling advertisers
to target a specific ad to a specific site, they can precisely communicate
with people who will likely be most interested in their product or service.
Since keyword-targeted CPC ads and site-targeted CPM ads compete with
each other for the right to get shown on a particular site, the ads that
appear on the site are more likely to be relevant to the audience. And
because advertisers are charged every time a site-targeted ad appears,
they have a strong incentive to show ads of interest to the site's audience.
Google plans to offer the same metrics and ROI driven tools and methodology
to assist advertisers with this new form of advertiser-driven-targeting.
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