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This article originally intent was about explaining how advertisers can take advantage of Adsense to target specific sites. While researching this topic, however, I slammed the brakes on my theme. I noticed that Google seemed to be backing off from the "post your ad here" approach, which focused on the advertiser. You can still see that approach, but it is changing. Keep reading to find out how. Google is moving toward a method of displaying ad groups that are personalized based on a searcher's previous searches. With this discovery I am going to write this article in two sections (and hopefully one part).
The first section is going to focus on Adsense targeting from the advertiser's viewpoint. This approach, known as placement-targeted or site-targeted campaigns, allows an unprecedented level of customization and targeting by the advertiser. Not only can the advertiser target a particular website, but a particular page or a particular sub-group of pages can be targeted. We will look at how Google is allowing advertisers to pick sites from selected lists and how they set different bids for different sites.
The second section will look at how Google is remembering a searcher's previous activity and using this information in displaying Adsense results on web sites the user visits. Now Adsense is not only dependent upon the site's content, but also on the search behavior of the user, independent of cookies and even logging in -- though the user (or the computer) must have used the search engine at a prior time.
We will also quickly discuss whether, at the end of the day, any present advert placement application can realistically catch up with Google's Adsense in the next three to five years, or whether creators of such applications should simply seek another line of work -- social networking e-commerce centers, perhaps.
Adsense Targeting: Adsense For Context
Google advertisers can increase their click-through rates by creating placement (or site) targeted content campaigns, choosing to position their ads on specific sites. It's content control/placement on steroids. By picking selected sites and bidding, you can ensure that your ads get seen by a much wider audience; all this definitely changes the size of the budget, but that's why we pass on the cost of the advertising to the customer, eh?
It all started that way, and now you have site-targeted campaigns, consisting of ad groups that contain lists of Web sites, not just keywords. Placement-targeted ad groups can include all content ad types: text, static, and animated GIFs, even video with sizes ranging from skyscraper to banner to defined boxes. Advertisers can choose whether to be charged on every one thousand page impressions (CPM) or on a cost-per-click basis.
According to Google Adwords, advertisers can choose to display their ads on specific pages within a site, or even subsections of pages. For example, advertisers can choose to advertise on the New York Times Web site in the business, fashion, health, travel, or sports section.
Google's content group is huge and growing rapidly. Some say new sites are joining at the rate of at least 100,000 per month. Information on some of the top sites in the network can be found here. Almost every major media channel is represented, from leading magazine and newspaper publishers to television networks.
The ads are then placed with the sites you choose. This is a improvement on the normal placement process, which is stated by Google as Google continually scans the millions of pages from the content network to look for relevant matches with your keywords and other campaign data. When we find a match, your ad becomes eligible to run on that page. Google's extensive Web search and linguistic processing technology can decipher the meaning of virtually any content network page to ensure we're showing the most relevant ads.
Normally advertisers find which Web sites display Google AdWords content ads by using Google's placement tool, using a list of categories and keywords, and also listing specific URLs of sites, or by setting the desired user demographics. The tool digs into the pool of site publishers and lets you choose which sites will carry your ads.
As a quick rundown of what I have described in the last few paragraphs, here is what Google has to say, in brief. (This can be found here).
You can select sites for your placement-targeted campaign in two ways:
Name the sites where you'd like to advertise.
Give us a list of words that describe the type of site you're looking for.
A site must be part of the Google Network in order to be available for your placement-targeted campaign. A big advantage of winning a bid to place an ad could be that your ad could occupy the first four spaces, since you could stretch your ad to occupy four spaces. This is due to the expanded text ad specification of Adsense. If you specified that a strip of four AdWords ads should appear in a banner at the bottom of a page, placement-targeted ads will muscle the other ads off the ad unit and be displayed. Next time, People targeting
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