0-for-32? C’mon, Google …
August 22nd, 2005
Google’s AdWords is on the right track, now allowing advertising to be purchased on a site-targeted CPM basis in addition to a keyword-targeted CPC basis. However, there are still quite a few bugs in the system.
Seems that just because a site is available in AdWords doesn’t mean that a site is available in AdWords. One site-targeted campaign I’ve set up for one of my clients includes 32 individual sites. I have zero impressions. Google’s FAQ explains (bold emphasis mine):
Why is the site I want not available?
An individual site must be part of the Google Network in order to be available for your site-targeted campaign. Being part of the Google Network means the site has agreed to run ads provided by Google, which in turn allows your AdWords ad to compete for that space.
The site must also be a content site in order to be available for site-targeted campaigns. Some sites on the Google Network run ads only on search results pages, which can’t be selected for site targeting. If you’d like your ads to appear alongside search results, or in related products like Gmail, try running a keyword-targeted campaign.
It is also possible that the site you selected may have opted out of site targeting. Some publishers, for reasons of their own, prefer not to run site-targeted ads.
Here’s an idea: If the site has opted out of site targeting? Don’t list it as an available option for site-targeted ads!
Takeaway for marketers: Google’s site-targeted ads: great in theory, frustrating in practice.