Comments on: Highlights From Google’s Content Network CPA Whitepaper

By: Ellerton Whitney

Ellerton Whitney — Fri, 01 May 2009 17:57:04 +0000

This white paper does not take into account lead quality. Content lead quality is always worse than search lead quality. I’m sure people sitting around filling out lead forms after clicking on their MFA sites. Google reps always get quiet very quickly after you point out the terrible quality of Content Leads. The white paper does not specify percentage of advertisers performing e-comm vs. lead gen, but if anyone runs e-commerce clients in the Content Network, they know just how poor the Content Network is.

By: Craig

Craig — Fri, 01 May 2009 02:11:35 +0000

If you don’t exlcude sites you are opening yourself up for trouble. I always exclude MySpace for example. Its a giant click farm.

By: Jun

Jun — Wed, 29 Apr 2009 12:23:21 +0000

I have been using Conversion Optimizer on the content network for 2 months now, with site exclusions activated. CTR increased, conversion rate increased by 3%, and CPA dropped by 30% while maintaining conversion volume. End result is ROI increase.

By: Tim

Tim — Wed, 29 Apr 2009 00:06:46 +0000

During my time in the agency world, I launch about 100 content campaigns. I can count on one hand how many worked. If the report comes from the provider without an advertiser as a case study backing it up, never believe it. I’ve found that certain business categories do well on content due to nature of site included. Travel works extremely well. But beyond that, pretty much nothing works and it is all click fraud.