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There is a new feature now in Google AdWords that lets you specify different max bids on ads shown on content networks. To access this, you have to click on the specific ad group and click on ‘edit campaign settings.’ The issue has always been that content networks show poorer conversions than search networks. So many advertisers have been turning off the content network options.

But now you can test the content network syndication for your ads separately by bidding less than your ads showing in the search network. While this is good for advertisers, on the flipside, for AdSense publishers, this could be the proverbial straw that breaks the camel’s back. If Google starts pushing this feature, I predict that AdSense publishers will see their revenues drop. However, this will not be the case for all publishers. If you have a website that converts well for your advertisers, it’s likely that they’ll continue to pay good prices to show their ads on your website.

So, the bottom line is still ‘Content is KING.’

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