Google Content Network Performance Trends

One third of Google’s advertising revenues have been coming from Adwords Content Network. Google recently published a whitepaper regarding the cost-per-acquisition (CPA) performance trends of its Adwords advertisers within the Content Network.

Google picked 25,000 clients of global accounts which all have Adwords Conversion Tracking installed. The CPA performance of search targeted campaigns and content targeted campaigns were compared for over a period of one year.

The white paper has summed up the following:

  • The content network made up 19.6% of all the conversions.
  • Content Network CPA was 2.6% lower than Search Network CPA.
  • Content Network clicks were 28% less expensive than Search Network clicks.
  • Google’s Smart Pricing also reduced maximum CPC bids for certain pages in the Content Network based on their likelihood of driving actionable business results.
  • Conversion rates were improved through Adwords Conversion Optimizer when performing automatic optimization and through Adwords Site Exclusion when manually picking out poorly performing contextual sites.
  • Conversion rates drop while increasing spend in the Content Network.

So the main concern for most Adwords advertisers is how they can maintain their high conversion rate in the Content Network, while increasing spend and generating more conversions. Mastering Adwords content targeting optimization will allow you to increase your conversion volume and maintain (or even improve) your CPA.

You can directly download the whitepaper here (.PDF).

How other blogs talked about Google’s whitepaper on Content Network’s performance:

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