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As the resident PPC player here at PMX, it’s up to me to stay on top of what’s going on in the world of Pay Per Click. So of course it was interesting for me to read about how Google Adsense will now accept ads from qualified third party networks which will “help you generate the most profit for every ad that appears on your site, whether the ads come from AdWords advertisers or Google-certified ad networks,” according to the Google Adsense Blog.
While I suppose that’s great news for Adsense users, as a PPC Specialist, I’m more worried about what it means for my Adwords campaigns, specifically when it comes to the content network. More competition for ad space means higher CPCs obviously…but I’m trying to wrap my head around any other repercussions for my content network campaigns, either good or bad.
If I’m having to mess more with CPC bidding to keep my ads in prominent positions, it’s obviously going to increase some time spent on PPC management initially…if the third-party networks come running to jump on board that is. Supposedly Google will have some pretty high standards in the certification process.
So what does everybody else think? Besides the obvious increase in competition and CPCs, how else will our Adwords campaigns be affected? I’m particularly interested in anyone who can think of some positive changes it could have.
I suppose one pro for us Adword-ers is that if potential revenue earnings for Adsense publishers go up, more and more people might jump on the Adsense bandwagon, which means more sites for us to advertise on and more impressions for our ads- but I dunno, seems like a bit of a stretch for me.
As an Adsense publisher on my personal blogs, any type of publisher monetary benefit is just fine to me!
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Seems like a bit of a swing back to publisher benefit.
Years back, the whole “smart pricing” ordeal was a big plus for advertisers, and a big hurdle for many publishers. This seems to be a pretty natural swing back in the other direction.
I’d look for another piece of news inside a year or so that favors advertisers over publishers. They need to keep a balance between publishers wanting to earn the most they can per click, and advertisers wanting to pay the least they can.
Also – given your insight on likely increases in CPCs, this makes the whole “Content Network on by default” thing all the more dangerous for amateur advertisers.
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Well, Bentz, maybe you’ll start making 5 cents a day instead of 3…
Good point Ian – I forgot about the smart pricing thing a while back – I suppose it was about time for something to really benefit publishers.
And good point about the “Content Network on by default” thing – back in my early days of PPC I accidentally turned on a campaign without turning off Content Network and wasted quite a bit of money! I certainly learned my lesson fast and developed a nice little checklist of things to review before turning my campaigns on.
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