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Google content network tips: Part 1 - Recent improvements
Many of our readers have emailed us asking for more information about the Google content network. As you ramp up your advertising efforts for the holiday season, we wanted to provide you with an overview of the content network, including recent improvements, tips, and examples of how others have used the content network to grow their business. Today’s post is the first of a three-part series on the content network that we’ll be sharing with you over the next few weeks.
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Say hello to placement targeting
We wanted to let you know about two recent changes to our site targeting feature. As you may know, site targeting allows advertisers to select specific publisher sites on which to run their ads. Advertisers can target your site if they’ve determined a match between their offerings and the interests of visitors to your site.
The first change is that we’ve renamed ’site targeting’ to ‘placement targeting’ to better reflect the variety of targeting options we offer. Advertisers can still target their ads to an entire site, but they can now also target your individual ad units or groups of pages based on how you’ve set up ad placements using custom channels. Over the next few weeks, we’ll be updating references to ’site targeting’ in your account and in our Help Center.
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Clicks, Conversions, and Christmas
Online advertisers have noticed that CPCs tend to increase during the holiday season and have asked us why. We turned to Hal Varian, Google’s Chief Economist, for an explanation:
Many advertisers track their average cost-per-click (CPC), but what really matters for the bottom line is the average cost-per-acquisition (CPA): how much you have to spend on advertising to make a sale. The third factor to watch is the conversion rate, which is defined as conversions (sales) per click.
Note that these numbers are neatly tied together by the convenient formula:
CPA = CPC/Conversion rate = (cost/click)/(conversions
/click).
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AdWords Optimization Tips: More on Negative Keywords
If you follow our series on Optimization Tips, you know that we frequently encourage using negative keywords to improve your ROI. Specifically, adding negative keywords to your account can help better target your ads, increase clickthrough rates, and lower your minimum cost-per-click. You can read more on how to brainstorm negative keywords as well as how you can use them to improve your account performance in an earlier post. Today, we wanted to bring attention to an important feature of negative keywords that many advertisers frequently overlook when composing their negative keyword list: keyword match types.
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Advertise on more than 1,700 AM/FM radio stations
Earlier this year, Google announced an important agreement with Clear Channel Radio, the largest radio station group owner in the U.S., to bring access to guaranteed inventory on top-rated AM and FM stations to AdWords advertisers. We’re excited to report back that Clear Channel’s inventory is now available through Audio Ads in AdWords. AdWords advertisers can reach their target customers on over 1,700 AM and FM radio stations, including almost 700 Clear Channel AM/FM stations. Our entire network averages 12 stations per market in each of the top 50 markets and covers every major station format. Advertisers will also have access to a guaranteed amount of premium inventory across these stations in all prime dayparts and in “Top 10″ stations in all of the top 25 U.S. markets.
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Google AdWords Min CPC, Max CPC and Avg CPC clarified
Recently we posted about a common misconception regarding Minimum CPC (cost-per-click) and how it is determined. Today we’d like to expand on the theme of CPC, and define the other CPC types that you’ll see in your AdWords account.
Minimum CPC - also referred to as Min CPC or Minimum CPC bid:
As discussed in our previous post, a minimum cost-per-click (CPC) bid is assigned to each keyword in your account based on its quality (as measured by its Quality Score). The minimum bid is typically the least amount you can pay per click in order for your keyword to show ads. It is important to note that minimum CPC is set by the AdWords system, and not by the advertiser.