Google Now Allows Separate Content Bidding
(November 22, 2005)
This month Google launched separate content bidding for Google
AdWords. This new option allows advertisers to place one
big for ads that run on content sites and a different bid
for ads that run on search sites within the Google Network.
Before this enhancement, advertisers would place a single
keyword bid that was applied to their ads on both search
and content pages.
In addition to the separate content bidding, the minimum
bid for content is now a static $.01. Google developed content
bidding because advertisers had requested additional pricing
and placement control of ads that run on content sites in
the Google advertising network.
Now advertisers can place a bid for their content campaigns
and smart pricing will reduce the amount the advertiser pays
if the cost is too high relative to the value it brings the
advertiser. Content bidding allows advertisers to effectively
manage the return on investment for their content advertising
campaigns. Content bidding does not affect the way AdWords
ranks ads or how it selects ads that run on content pages,
it will continue to rank ads by Quality Score and maximum
The new content bidding options has been integrated into
the existing AdWords campaign management interface and is
available to all advertisers internationally. This new feature
will in no way affect the site targeting feature, which is
the tool that allows advertisers to target specific content
sites in the Google network with text and/or image ads.