Mon Jan 07 05:02:48 PST 2019

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With your content ads, you may also want to try using image ads to lock out
competition from being able to advertise against you. Some image ads disabled
from search distribution due to low click price and low relevancy still may appear in
the content network, but if you run images and text you can get more brand
exposure than if you just used one or the other.
In November of 2006, Google started allowing advertisers to bid not only on
specific sites, but also on specific AdSense channels, so if publishers are using
different channels for different parts of a page, you may want to bid on the ad unit
that most closely fits your goals. In November of 2007 Google re-named site
targeting as position preference targeting, and also enabled CPC based bidding (in
the past you could only get exposure by bidding for CPM ads
.
Syndicated ads do not appear on partner sites until they are approved by an editor.
Many ads appear on Google.com prior to editorial review.
How Google Determines AdSense Relevancy
Google reads the content of AdSense publisher web pages to determine what their
pages are about. When attempting to match ads with those pages, Google
considers not just a single keyword, but the entire keyword list associated with an
ad group. Textual ad group creatives are also used to help understand what ads to
display. Finally, Max PPC and click-through rate play into the order of the ads
displayed.
You want to use well-themed keyword ad groups to help ensure your ads are
delivered properly. Including generic words like computer can make it harder for
Google to understand what your ad group is trying to sell. Using appropriate
campaign negative keywords can also help further target your ads.
Google offers effective contextual advertising tips in their free 9-minute video:
http://www.google.com/adwords/context/webinar/1971/index.html
Google AdSense CPM
Most AdSense publishers do not make an exceptional amount of money for
publishing on AdSense, since the ads do not usually have a high click-through rate.
To help compensate for that, and to make AdSense more appealing to large
traditional media buyers, Google also sells AdSense ads via a CPM rate.
Advertisers can buy ads on off-topic sites for branding, but they have a 25-cent
CPM minimum and will have to compete with the revenue earned by other
advertisements that could drive the price much higher. This will eventually cause
people to significantly bid up the ads on larger and more important AdSense
partners.
Large publishers who do not want to compete with Google selling direct ads can
optionally turn off the CPM feature.