Mon Jan 07 04:02:45 PST 2019

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Extreme Local Targeting
Google will allow you to target your ads to specific locales:
? Any zip code or metropolitan area
? A radius near your business
? The defined coordinates of any polygon you enter
Using Syndication
Google has various levels of ad syndication explained in the chart below.
Google.com is part of all search ad delivery options. You may chose to deliver
content ads in conjunction with search ads by setting up separate content bids, or
you may wish to deliver some ads just to the content network.
Syndication Type Where Ad is Shown
Google Google.com
Search Google.com + AOL, Earthlink, and other
search sites
Content many contextual AdSense partner sites
Site-targeted branded content CPM or
CPC
whatever sites you pick; charged per
impression or per click, based on your
choice

If you set up ad syndication, you can bid separately on content ads. Bid whatever
you determine to be fair market value for the Google AdWords distribution and
then bid a separate lower value for content ads.
Some people like to use different campaigns or ad groups for content and search
ads so it is easier to track the ROI. Some terms convert far better on search than
on content, and if these stats are blended, it may be harder to notice trends at a
quick glance.
On some occasions it may make sense to make content-only ads if you are trying
to increase branding without spending a significant amount of money. Content ads
are generally clicked on at a much lower rate than search ads.
In some rare cases, content ads are worth more than search ads, but in most cases
there is not as much implied buying demand when a person reads an article about a
subject as when they are actively searching about that topic.
Here is an example of what content ads look like. In the past the entire ad area was
clickable, but in November of 2007 Google made it that only the URL and ad title
are clickable.