Christine Blank's article: Agencies Like Bidding Separately for Google Content, offers kudos from advertisers to Google for giving them more flexibility and options in bidding for keywords, "on content sites separately from bids for ads that run on search sites on Google's network."
Yahoo has offered this option for some time.
We can bid down on poor performing groups,? said Ben Perry, manager of paid search at search marketing firm iProspect, Watertown, MA.
It also opens the door for new search advertisers to try contextual advertising on Google, said Danielle Leitch, vice president of marketing and analytics at search marketing and optimization agency MoreVisibility, Boca Raton, FL.
More about this new option that Danny called "long overdue" in this post from last week
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