Google AdWords has, in the last year, given us a ton of new and interesting ways to place ads within their content network. At first, the only thing you could do with Google AdWords content advertising was rely on Google to use your keywords to decide where the ads would be shown. This didn’t function very well at all and gave “content placement” a bad name in the pay-per-click (PPC) advertising industry.
Then Google gave us the ability to restrict the placement on certain sites where we knew we did not what to show our ads. Better, but . . .
Last year Google improved the process with a huge leap called AdWords Placement Targeting and we are now able to place ads very specifically on content sites based on our analysis of the Placement Report. Remember, from my previous articles that the placement report will give you information on where your ad is performing at its best. You can decide based on CTR and Conversion Rate whether a particular placement is profitable for you and adjust your campaign accordingly.
Now, Google AdWords just announced a beta test of a new way to place your ads – Interest-based Advertising. According to their announcement, if you are a Google Interest-based advertising beta test participant, you will now be able to target visitors based on their interests beyond what they are reading right now. This can be HUGE for advertisers – if it works.
Visitor interests will be tracked based on the types of sites they visit and their general activity on the Internet (much like Engage Media envisioned about 10 years ago, prior to their demise). Users will also have the option of updating their interests directly with Google with the new Google Ad Preferences tool. Google is also addressing privacy concerns by allowing web users to opt out of this new interest-based ad-serving feature using the same preferences tool.
One benefit to being a JumpFly PPC Client is that we are able to get our clients into beta tests fairly easily through our Google Agency Support team. We will also be able to quickly assess whether a new program like this has promise and relay that information to our clients.
Check out more information on the Interest-based Advertising on the Google Blog.
Or find out how to apply for beta testing in the Interest-based Advertising Announcement by Google.