Tuesday, July 22, 2008

On August 28, 2008 - Turn off Your Google Content Network For One Day

By a show of hands, how many people are happy with the current state of the Google content network? The Google content network is a shotgun approach to a one-to-one advertising medium. You get a lot of impressions and a fair amount of click-throughs, but how many advertisers actually make a solid ROAS? Instead of supporting Yahoo! with the Google paid search network, Google should look into their own content network for improvements. If everyone turned off the Google Content Network for one day, Google would have to do something to improve it. In the short-run and long-run everyone would save a few dollars (except Google of course).

Keyword and Placement Targeted Google Content Network

The buzz on the blogvine is the introduction of placement targeted content network ads integrated with keyword targeted placement. Now you can pick the websites you put your ad on and show it only when a specific keyword theme is present. Many of us don’t have the time to research every niche website to find that needle in a haystack. What will this do for us advertisers? Give the Google and the content network publishers even more power to spend our money with an abysmal conversion rate. If you want to participate in the Google content network be prepared to either spend a lot of money or a lot of time. Your best bet is to advertise on a niche content network that focuses your ad spend with behavioral targeting to a specific theme or lifestyle.

Behavioral Targeting

Google falls short with opt-in Web history aggregation and behavioral targeting for paid ads. It is opt-in and how many people want to give Google a list of their search queries? Who wants to give Google anything for free?

Google’s Content Network Pitch

“The Google content network reaches over 75% of unique internet users in more than 20 languages and over 100 countries. As a result, if you advertise on both the Google search network and the Google content network, you have the potential to reach three of every four unique internet users on Earth.” So you can send your Google Content Network ad to everyone in the world and waste an exurbanite amount of money in the process.

Turn off your Google Content Network for One Day - August 28, 2008

Unite with the rest of the Internet and turn off your Google content network for One Day, August 28th, 2008 and show Google that we mean business. What would each of us lose? A couple of poorly qualified leads that don’t amount to anything!

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