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317 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.