The Google Content Network Whitepaper Seen As Marketing Material

Apr 23, 2009 • 8:54 am | comments (1) by twitter Google+ | Filed Under Google AdWords

Google released a whitepaper titled "CPA Performance Trends on the Google Content Network." The whitepaper has the following findings, all very positive about how Google AdSense performs:

  1. Ads on the Google Content Network are likely to be as cost-effective - or even more cost-effective - than ads on the search network.
    • The median advertiser has a content CPA that's about 2% lower than their search CPA.
  2. The Content Network drives a significant share of total conversions.
    • The Content Network drives nearly 20% of total conversions for the median advertiser.
  3. Conversion rates are higher for advertisers who used either of two AdWords campaign management controls: the Conversion Optimizer and site exclusion.

Thing is, no one believes the report. A WebmasterWorld thread has real advertisers saying they don't see this in their daily use of Google's content network and this seems to be a Google backed study that would bias the results.

Forum discussion at WebmasterWorld.

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Michael Martinez

04/23/2009 04:39 pm

Maybe the advertisers who don't like the content network just really suck at picking good sites to target. Or maybe the AdSense publishers just really suck at making their sites targetable for advertisers. Or maybe the people who hang out on SEO forums are just a really small minority of advertisers and a lot of other advertisers have better experiences. Or maybe it's just one more piece of data for people to consider.

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