Google PPC bidders can now ban non-converting domains
Google has now implemented a new system that allows PPC Bidders (advertisers) to have the option to not have their ads displayed on specific websites. This system is currently setup only on the content channel, but not on the domain channel.
The new feature available to ppc advertisers is called “Edit Campaign Negative Sites ” where the advertisers can refine targeting on the content network by preventing specific websites from showing their ads. The advertisers are allowed to specify which domains they would like their google ads shown on, but cannot specify specific pages.
This new twist to Pay Per Click Advertising, brings about many possible scenarios, which could each have positive and negative effects on the entire industry.
This feature is only available for the content channel, but if it is implemented into the domains channel (adsense for domains), this will cause a big stir. Owners of expired domains, that have highly targetted traffic will benefit the most. If only quality traffic is being accepted for each keyword, the bid prices will gradually start to rise with better conversion ratios. Owners of lesser quality traffic will then be forced to choose between RPM or find alternatives to PPC to send their traffic to.
Another effect that this new feature could cause if implemented into adsense for domains, would be a direct effect on the pay per click sponsors that use redirects, such as domainsponsor.com, trafficz.com, and a few others. These services have tens of thousands of domains redirected to their main domain parking pages. If advertisers were to start to opt out of displaying ads on these domains because of low quality traffic being recieved from some of the domains, then the entire network would suffer.
As with any aspect of this industry I am sure that we are in for many more major changes during 2005.
