Content Networking and Google AdSense


When you choose to display your ads on the search network, on the search result pages they'll be seen on the right hand side when you search in the Google search engine.

 

If you choose to display your ads shown on the content network, they'll show up on various websites that are associated with Google AdSense program. You must have visited websites that have ad blocks saying Ads by Google - they are AdSense ads and are paid for by PPC advertisers.

 

When your PPC ads is displayed on the content network and if it is clicked by someone, Google charges you some amount fixed for that click and shares a part of that income with the owner of the website.

 

Many advertisers do not use the content network, but there are distinct benefits offered, based on upon what are your expectations or goals to be achieved from your PPC campaign.

 

If you're providing a free report to prospective client, you may wish to have all the possible exposure. In this context, the content network is just what you require. Your ads will come on different types of websites and the number of visitors might rise significantly.

 

Whereas, if you're in a market that is highly competitive where you have to bid a large amount per click, then you may prefer search network instead.

 

The concept here is that you'll get clicks that are targeted more on search network. obviously, the visitor is searching actively the topic related with your keywords, so he's shown the interest.

 

The content network can expose your PPC ad to viewers who are not at all interested in your product, but out of curiosity might click your ad. If your bidding is high for clicks then you will waste a lot of money and with little benefit.

 

Another issue with content network is that ads are chosen by Google's understanding of the website subject. This is done by a software algorithm and often it misses the mark.

 

If you have to pay for curiosity clicks for ads displayed on sites that are not relevant, a big portion of your ad budget will be wasted.

 

If your PPC campaign is based on keywords that are of low price and your product appealingly covers wide market, the content network will be the right choice, since it will offer better and required exposure. As explained above, you can choose the content network, or search network, or both.