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319 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 ,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