| div class="googleright"> | | | | experimentation will be thankful they persevered in |
| Getting to grips with a new content network | | | | the long run. |
| campaign can be an uphill battle initially. It’s | | | | A year-long study by Google has just thrown in |
| much more difficult to target ads accurately, leading | | | | some convincing arguments for content network |
| to stats that are hard to interpret and an ROI | | | | advertising. After monitoring a core of 25,000 |
| that’s tricky to measure. Achieving an | | | | pay-per-click accounts, analysts determined that for |
| acceptable conversion rate is difficult as the network | | | | advertisers running both search and content, around 1 |
| of placements is much more diffused, making the | | | | out of every 2 advertisers enjoyed a 2.6% Cost Per |
| quality of clickthrough somewhat questionable at | | | | Acquisition (CPA) saving on the content network. If |
| times. | | | | you’re a relatively small advertiser, there is |
| On the other hand, advertisers willing to dedicate a | | | | more good news. |
| few weeks’ worth of budget to | | | | |