In a recent issue of Page Zero Advisor, I argued (in part) as follows on the subject of Google's new Site Targeting version of the content targeting program ...
WebProWorld...I think two things have to happen for Site Targeting to work for us (and you): (1) Price drop. Sorry, but I'm getting below $1 CPM's on any of the content campaigns I'm running under the old program, and that's why they work. So $2 minimum means the minimum is at least double what is going to be economically feasible. At least. Many of the publishers currently participating in the program simply don't merit $2 CPM's. A very select few are worth $5, $10, or $50, but they are a tiny minority. Google should do what they did with the paid search program in 2002: listen to reason and get rid of the minimum. Drop it from $2 to something like 10 cents, just to see what happens...Well, they just dropped the minimum CPM in this particular program from $2 to $1, which is better than a kick in the pants, though rather far from 10 cents. Then again, who ever heard of a ten cent CPM? I must be crazy like a fox to have suggested that. Andrew Goodman is Principal of Traffick.com, an acclaimed "guide to portals" which foresaw the rise of trends such as paid search and semantic analysis.
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