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Google Opens Door to Separate Bidding on Search, Contextual Pages

  • ClickZ, Wednesday, November 23, 2005 11 AM
For years, advertisers have been asking Google to let them bid separately for the contextual ads that appear on Google's publisher network, as opposed to those appearing on its search engine results. Now they can, reports ClickZ. Last week, Google quietly added "content bids" to its AdWords program for advertisers, which lets them bid more or less for content (ads running on its AdSense publisher network) than search. Many advertisers have had mixed responses to the effectiveness of their AdSense campaigns. Previously, when advertisers signed up for both search and contextual bid for keywords, they had no choice whether their ad appeared in search results or on an AdSense publisher's pages. Advertisers have been requesting that Google change this, as many believe that AdSense listings increase traffic but offer a lower return on investment. By contrast, Google rival Overture has allowed its advertisers to bid separately for nearly two years.

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