Google adds value to AdWords

Guest Entry by Cindy Turrietta, SEM Analyst-Bruce Clay, Inc

“Onsite Advertiser Sign-Up" is a new feature that allows advertisers to target sites they want to advertise on directly from the site itself, provided of course that the Ad Sense publisher has activated the necessary code. Even if an advertiser is not currently signed up with Google AdWords, they can create a new account and begin immediately with a new site targeted campaign. Site targeting ads are based on a CPM (cost per impression; trivia note: The M in CPM is Latin for “one-thousand.”) which is a little different from regular AdWords ads that are billed on a PPC (pay per click) pricing model.

Additionally, Google AdWords advertisers can now separate their budgets for search and content match campaigns allowing greater control over budget dollars. This is fantastic news for advertisers who have traditionally created multiple campaigns, one for search and one for content.

The last great new feature that Google AdWords rolled out recently is the ability for advertisers to opt out of (or in to) showing ads on the Google Network or Google Search, at any time. That’s right, you can now select not to have your ads show on Google Search or the Google Partner network at the campaign level. At this time you cannot exclude individual partners, but perhaps that is something they are working on…

Susan Esparza is former managing editor at Bruce Clay Inc., and has written extensively for clients and internal publications. Along with Bruce Clay, she is co-author of the first edition of Search Engine Optimization All-in-One Desk Reference For Dummies.

See Susan's author page for links to connect on social media.

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