AdWords Separate Content Bidding

November 22, 2005

Today, Google launched separate content bidding for Google AdWords. This enhancement to Google AdWords enables advertisers to place one bid for ads that run on content sites and a separate bid for ads that run on search sites within the Google Network. Previously, the single keyword bid placed by advertisers was applied to their ads on both search and content pages. In addition, the minimum bid for content is now a static $.01 (in the U.S.).

Google developed content bidding in response to advertiser requests for additional pricing and placement control of ads that run on content sites in the Google network. Advertisers are now able to place a bid for their content campaigns and smart pricing will reduce the cost the advertiser pays if the cost is still too high relative to the value it brings the advertiser. In conjunction with smart pricing, content bidding enables advertisers to effectively manage return on investment (ROI) for their content campaigns. Content bidding does not affect the way AdWords ranks ads or how it selects ads that run on content pages. AdWords will continue to rank ads by using a combination of Quality Score and maximum cost-per-click (CPC).

Content bidding is integrated into the existing AdWords campaign management interface and is available to all advertisers globally. This feature does not 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.