Adwords on Google’s Content Network… The Debate Continues…

If you’re buying PPC advertising from Google via their Adwords program, you have two different options for where the ads will be displayed.  You can get those sponsored listings that show up alongside search results, or you can place your ads on the “content network”–all of those sites who are displaying Adsense ads.

Everyone knows that getting the search engine results listings is the best way to drive maximum quality traffic to your site.  However, there is an ongoing debate about the value of the content network.  While some argue that the content network can provide you with traffic of adequate quality at a cut rate, others maintain that the visitors don’t convert and that the network is a hotbed of click fraud.

Here’s the scoop.  Both sides are right.  

You can get things done with the content network.  Even people who’ve experienced the dark side of the content network will tell you that it can be a valuable tool.  Recent experiments by even some of the most noted brands in the world have shown that one can use the content network to hit specific niches with laser-like precision (and profitable results).

At the same time, the content network does put you at heightened risk of click fraud.  There’s no way around it.  It really happens and it’s ugly when it does.  It’s also true that, in most cases, the quality of traffic will not measure up to what you’ll get from ads alongside the search results.  That’s why people who use the content network should keep a very close eye on whether or not their efforts are really paying off while simultaneoulsy being mindful of the rip-off potential that exists from click fraud.

Should you be using the content network for your PPC efforts?  There’s no easy answer to that one.  It’s going to depend upon your skill level, your niche, your product and your ability to monitor and maintain your account.  The important thing to remember is that advertising on the content network isn’t an automatic winner or an inevitable disaster.  As with so many things, it all depends on the specifics.