Advertising on Google Adwords Content Network
Guidelines to Advertising on Google Adwords Content Network (site-based ad campaign)
Google Adwords Content Network is a large network of websites that cooperate with Google’s advertising programs. These sites display Google’s ads in a number of places on their pages and in return share in Google’s advertising profits.
In this type of ad campaign the advertisements are displayed on the sites that have content relevant to the keywords that the advertiser chooses (keyword-based campaign), or on the specific sites the advertiser chooses from among the list of sites in Google Adwords Content Network (placement-based campaign).
Types of ads that can appear in this type of ad campaign
Text Ads
Picture Ads
Video Ads
The disadvantage of this type of advertising in that in general you reach less quality surfers than in the Search Network. In the Content Network, many surfers see the ad even though it does not interest them, whereas in the Search Network only the ads that are connected to the words the surfer searched for appear.
Payment Model
The payment model in Google Adwords Content Network is either CPC (Cost Per Click) or CPM (Cost Per Thousand Impressions) a set fee for every thousand impressions on a given site.
When will the ad appear?
When the surfer enters a website page where the content matches the keywords determined by the advertiser (keyword-targeted), or a site from the list of sites chosen for a particular ad group (placement-targeted). You cannot know in advance which ad will appear for every site on the list. Even when you identify particular sites on which to place your ads, the ad will not appear every single time someone views those sites, but only according to Google’s calculations of profitability.
Ad Position
The position of the ad is determined by your Ad Rank.
Ad Rank = (bid or content bid) x (your ad’s Quality Score)
The Quality Score for a keyword-targeted ad is based on:
- the ad’s historical performance on this and similar sites
- relevance of ads and keywords in the ad group to the site
- landing page quality
The Quality Score for a placement-targeted ad is based on:
- landing page quality only (if the bidding is per the CPM model)
- landing page quality and historical performance of the ad on this and similar sites (if the bidding is per the CPC model)
Ad Price
The price you actually pay for an ad is determined by:
(Ad Rank of the ad that shows above you) / (your ad’s Quality Score), rounded up to the nearest cent