Google’s Content Network is emerging strongly as an independent and unique online marketing medium. This is clearly highlighted in Google’s recent report on Content Network Cost-per-Acquisition (CPA) performance.
Including the Content Network in your online advertising; and particularly understanding how to optimise this medium is becoming an important aspect of a successful online campaign.
The statistics from Google are staggering:
- More than 6 billion ad impressions (i.e. displays) per day globally
- Reaching 80% of internet users.
What is the Content Network ?
The Content Network is Google’s term for the burgeoning network of websites that show Google AdWords ads as a form of income. Look for the Ads by Google label
If visitors to their site click on an ad, Google pays a small commission.
AdSense is the Google product that allows website owners to manage the ads they show on their website, which basically connects your ads with keywords nominated by the Content Network participant.
This means that your ads are displayed in ‘on topic’ sites and hence more likely to attract a click (which is their objective) which in turn is more likely to be a sale (which is your objective).
This anonymous sales collaboration is much like affiliate marketing.
Google have just announced this significant study on Content Network performance which reveals some very telling information about the value of Content Network.
Google are also continuing to provide new capabilities for managing and promoting Content Network advertisements; including the Display Ad Builder.
If your business is using AdWords paid search in any of its many re-badged forms* you really should examine this report.
If your AdWords service provider is not using the Content Network for your online advertising you are missing out.
* Several online marketing organizations re-badge Google AdWords
For example the Sensis Click Manager product contains paid search services from various sources in including AdWords.
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