• PPC Discussions , Wednesday, January 9, 2008 12:45 PM

Many advertisers have steered clear of bidding on ads within Google's content network, partly because AdSense and other content networks carry the stigma of delivering conversion-poor traffic and a high percentage of fraudulent clicks. But Jeremy Meyes says that you should add AdSense to your paid search mix in '08--specifically because of a number of changes Google made to its content network last year.

Google purged the network of its worst-performing sites and provided Placement Performance reports--which gave advertisers a better view of where their ads were running and how to filter out publishers that delivered bad traffic on their own.

The giant also rolled out new ad formats, including video, mobile and gadget (or widget) ads--all available via the same auction-style, keyword-based platform that made AdWords so ubiquitous. Meyes says that more high-quality publishers joined the network, and existing publishers got better at integrating the ads with content on their site.

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