Google just released a white paper on the performance of Google Content Network vs Google search. Interesting reading and some worth thinking about findings. Find it through the Inside AdWords blog or get the PDF here.
How do Content Network ads perform for advertisers? We recently analyzed conversions, cost, and cost-per-acquisition (CPA) on the Content Network, and compared them to performance metrics on the search network across thousands of campaigns and many geographic regions.
This white paper presents the findings from this analysis. It shows that advertisers who advertise on the content network see good results on a number of levels:
- Ads on the Google Content Network are likely to be as cost-effective – or even more cost-effective – than ads on the search network.
- The median advertiser has a content CPA that’s about 2% lower than their search CPA.
- The Content Network drives a significant share of total conversions.
- The Content Network drives nearly 20% of total conversions for the median advertiser.
- Conversion rates are higher for advertisers who used either of two AdWords campaign management controls: the Conversion Optimizer and site exclusion.