CPC-based Site Targeting Tests By Google

Feb 15, 2007 | 2,087 views | by Navneet Kaushal
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Google announced plans to initiate a test of CPC-based ads using site targeting.

Site targeting is a feature that allows advertisers to choose individual sites in the content network where they want their ads to appear. Currently, advertisers using site targeting place bids on a cost-per-thousand impressions (CPM) basis. In March, we plan to begin testing a new site targeting feature to increase the flexibility and control advertisers have with site-targeted campaigns: cost-per-click (CPC) bidding.

Search Engine Watch also comments on the same.
Google expects the CPC pricing to appeal to conversion-oriented, direct response advertisers who are focused on clicks, and track metrics such as sales, leads or sign-ups. That may get more advertisers interested in the tool, since many have tried site targeting on a CPM basis and found it lacking in ROI. Site targeting is popular with advertisers as a branding buy, when they want to get in front of the readers of a given site.

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Navneet Kaushal

Navneet Kaushal is the founder and CEO of PageTraffic, an SEO Agency in India with offices in Chicago, Mumbai and London. A leading search strategist, Navneet helps clients maintain an edge in search engines and the online media. Navneet's expertise has established PageTraffic as one of the most awarded and successful search marketing agencies.
4.thumbnail CPC based Site Targeting Tests By Google
4.thumbnail CPC based Site Targeting Tests By Google