Google Adsense Open to Third Party Network Bidding

by Aug 27, 2009Legacy, Paid Search

As the resident PPC player here at PMX, it’s up to me to stay on top of what’s going on in the world of Pay Per Click. So of course it was interesting for me to read about how Google Adsense will now accept ads from qualified third party networks which will “help you generate the most profit for every ad that appears on your site, whether the ads come from AdWords advertisers or Google-certified ad networks,” according to the Google Adsense Blog.

While I suppose that’s great news for Adsense users, as a PPC Specialist, I’m more worried about what it means for my Adwords campaigns, specifically when it comes to the content network. More competition for ad space means higher CPCs obviously…but I’m trying to wrap my head around any other repercussions for my content network campaigns, either good or bad.

If I’m having to mess more with CPC bidding to keep my ads in prominent positions, it’s obviously going to increase some time spent on PPC management initially…if the third-party networks come running to jump on board that is. Supposedly Google will have some pretty high standards in the certification process.

So what does everybody else think? Besides the obvious increase in competition and CPCs, how else will our Adwords campaigns be affected? I’m particularly interested in anyone who can think of some positive changes it could have.

I suppose one pro for us Adword-ers is that if potential revenue earnings for Adsense publishers go up, more and more people might jump on the Adsense bandwagon, which means more sites for us to advertise on and more impressions for our ads- but I dunno, seems like a bit of a stretch for me.

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