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Google has various levels of ad syndication explained in the below chart.
Google.com is part of all search ad delivery options. You may chose to deliver
content ads in conjunction with search ads by setting up separate content bids, or
you may wish to deliver some ads just to the content network.
Syndication Type Where Ad is Shown
Google Google.com
Search Google.com + AOL, Earthlink, &
other search sites.
Content Many contextual AdSense partner sites.
Site Targeted Branded Content CPM Whatever sites you pick. Charged per
impression.
You can check if your competitors are using AdSense syndication on content
networks by performing a search on Amazon.com and then clicking through to a
product from that search.
If you set up ad syndication you can bid separately on content ads. Bid whatever
you determine to be fair market value for the Google AdWords distribution and
then bid a separate lower value for content ads.
Some people like to use different campaigns or ad groups for content and search
ads so it is easier to track the R.O.I. Some terms convert far better on search than
content, and if these stats are blended it may be harder to notice the trends at a
quick glance.
On some occasions it may make sense to make content only ads if you are trying to
increase branding without spending a significant amount of money. Content ads are
generally clicked on at a much lower rate than search ads.
In some rare cases content ads are worth more than search ads, but in most cases
there is not as much implied buying demand when a person reads an article about a
subject as when they are actively searching about that topic.
With your content ads you may also want to try using image ads to lock out
competition from being able to advertise against you. Some of the terms that were
disabled from search distribution due to low click price and low relevancy still may
appear in the content network.
Syndicated ads do not appear on partner sites until they are approved by an editor.
Many of my ads have appeared on Google.com prior to editorial review.
Google.com is part of all search ad delivery options. You may chose to deliver
content ads in conjunction with search ads by setting up separate content bids, or
you may wish to deliver some ads just to the content network.
Syndication Type Where Ad is Shown
Google Google.com
Search Google.com + AOL, Earthlink, &
other search sites.
Content Many contextual AdSense partner sites.
Site Targeted Branded Content CPM Whatever sites you pick. Charged per
impression.
You can check if your competitors are using AdSense syndication on content
networks by performing a search on Amazon.com and then clicking through to a
product from that search.
If you set up ad syndication you can bid separately on content ads. Bid whatever
you determine to be fair market value for the Google AdWords distribution and
then bid a separate lower value for content ads.
Some people like to use different campaigns or ad groups for content and search
ads so it is easier to track the R.O.I. Some terms convert far better on search than
content, and if these stats are blended it may be harder to notice the trends at a
quick glance.
On some occasions it may make sense to make content only ads if you are trying to
increase branding without spending a significant amount of money. Content ads are
generally clicked on at a much lower rate than search ads.
In some rare cases content ads are worth more than search ads, but in most cases
there is not as much implied buying demand when a person reads an article about a
subject as when they are actively searching about that topic.
With your content ads you may also want to try using image ads to lock out
competition from being able to advertise against you. Some of the terms that were
disabled from search distribution due to low click price and low relevancy still may
appear in the content network.
Syndicated ads do not appear on partner sites until they are approved by an editor.
Many of my ads have appeared on Google.com prior to editorial review.
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