Google Inc. announced the official launch of their new AdWords Site Targeting features, which enable advertisers to target ads by site.
AdWords beta was released in April but is now available to all Google advertisers. Google's new site-targeting tool will allow advertisers to choose among the content sites in its network. It will pay based on the number of times an ad is served, rather than number of clicks it receives.
"The feature enables advertisers to easily target their ads to thousands of specific content sites across the Google Network. Advertisers using Site Targeting can now also advertise using animated image ads, in addition to our existing text and static image ad formats," announced Google in a company statement.
Site-targeted ads compete for placement on a site using a CPM (cost-per-thousand impressions) basis. Advertisers specify a max CPM, and then the ads compete for placement on a site with other CPM and CPC ads.
"There is some vulnerability out there for Google in the contextual ad world which is becoming more competitive. Google is paying more attention to this with the addition of graphics to ads and giving advertisers a choice opting-in and opting-out of a site to get more brand dollars and advertisers," says Greg Sterling, analyst, The Kelsey Group.
"The addition of Site Targeting enables AdWords advertisers to accomplish more of their marketing goals and reach more potential customers throughout the buying cycle," says Gokul Rajaram, group product manager, Google.
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