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CPM ads can also be targeted to a specific page or section if an advertiser does not
want to buy ads across an entire site.
A good way to get your ads syndicated to content sites you want to be on, without
being forced to pay CPM rates, is to bid on common page text or names of sites
you want to be on and to enable only that ad to be displayed on the content
network. That should let you roughly target some of your favorite sites and still
only pay when people click on your ads. In November of 2007 Google also started
allowing position placement site targeted ads that are sold on a cost per click basis.
Google also allows you to target AdSense site-targeted ads via demographics data.
Losing Small Money on Contextual Ads
Sometimes it makes sense to lose a bit of money on contextual ads. In some cases,
you can get around five or ten million ad impressions for around $2,000 or so.
Those ad impressions give you a brand lift and may cause increased search volume
for your brand, which you may later convert into customers. Just make sure you
do not bid so much on contextual ads that click fraud becomes appealing and that
your ads start getting syndicated to loosely-related sites just because your bid price
is so high.
Filtering Junk AdSense Clicks
Click fraud is a huge issue. Google now allows you to filter out sites that you do
not want to advertise on. If a site sends you significant traffic that does not
convert, you can block your ads from appearing on their site.
Apogee has a tool (reference link at the end of the chapter
that I have not yet
tried, but it tracks where your AdSense ads are appearing. Sometimes, low-quality
scraper sites actually convert well since people only find them via search, and
immediately click an ad while still in search mode. You cannot determine how well
a site will convert without tracking it, although if you are getting a lot of clicks and
suspect fraud, then it is best to block the URL.
If you enable content syndication (displaying your ads on AdSense
, make sure you
filter out regions that have notoriously high click fraud (India and most of Asia

unless you are trying to target those regions.
In addition to allowing you to filter out individual sites Google allows you to filter
out categories of sites, like domain park pages, or edgy content.
Why Lower Ads Often have Better ROI
The lower ads have a lower bid price that can help save money if the top-placed
ads are overpriced. Another great benefit of having a lower ad is that a user who
scrolls down the page to click is more pre-qualified to make a purchase. By