Google allows advertisers to target ads to specific sites
Google Inc. will allow advertisers to choose on which third-party sites their ads will appear, Google announced this week, a move that one industry observer says should build participation in Google`s AdSense program. “Anytime you give advertisers more control it’s a positive thing,” says Michael Yavonditte, CEO of Quigo Technologies.
Previously, advertisers in Google’s AdSense program were allowed to bid only on keywords that would appear in text ads on any of the hundreds of related sites in the Google network. “They were buying into a blind network and didn’t know whether they were going to be in the New York Times or the Guadalupe Times,” Yavonditte says. “That’s a big difference. Madison Avenue is very brand conscious and most direct marketers have a sense for where they belong as an advertiser and where they don’t belong.”
By allowing advertisers to pick sites, Google should be able to hang onto its large advertisers. “The approach they were taking before was driving a lot of the big guys away,” Yavonditte says. “It also will probably mean that a lot more advertisers will opt into the AdSense program whereas before, a lot of them were opting out.”
Google also announced it will allow advertisers to use image and animated ads and allow advertisers in the AdSense program to purchase inventory on a cost-per-thousand impression basis, rather than cost-per-click.
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