Running banner ad campaigns on Google's content networks requires different thinking than text ad campaigns -- thinking that's surprisingly counter-intuitive. There's no way for a content-matching algorithm to judge the relevancy of an ad group to a landing page, when there's no text in the ad copy. In today's Content Advertising column, "Non-Text Contextual Ads: Quality Score and Bidding Strategy," David Szetela outlines a bidding strategy for "buying CTR" as a way to possibly influence minimum bid price and ad rank for non-text ad groups.
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