<< by Paige Payne on December 24th, 2009
Looking back over previous years from an advertisers point of view, when you hear about the content network most likely new product positioning and branding comes to mind. Yet historically these thoughts have most likely been more commonly associated with naughty rather than nice. Some of the primary reasons the content network is considered naughty include:
- Much lower click through rates than search
- End users are viewing what ever particular site the ad appears on for other reasons than searching for what the ad is offering
- Troubles with managing campaigns and tracking performance
However, over the last year and half Google has put forth considerable effort to enhance tools and resources to better fit advertiser needs. These improvements are giving advertisers better insight into not only how the content network works but more importantly how end users are behaving when interaction is taking place. As a result of overall increased understanding the tables are starting to turn and the content network is beginning to look more nice than naughty for advertisers after all.