I’ve seen many websites that have said that Google’s changes to content match make it worth a second look. So, lets take a look at the kinds of sites that use Adsense and why you might opt to use content match for some of your PPC campaigns.

Adsense is used on sites that find the consumer either in browse mode or purchase mode. The problem for most PPC bidders is that it’s hard to determine which websites are which. While showing ads on a directory or shopping comparison site may be just as effective as a search engine, showing ads on a blog or fan site is not likely to yield a high, if any conversion.

Google is taking steps to weigh producing sites, by adjusting payouts on the adsense side of the scale, however, even at a few pennies a click, is it worth playing the content match game?

If you’re looking for brand exposure in relevant markets, you’ll gain a large percent of traffic and exposure to your URL by appearing in content match. However, at what price, and will the conversions bring sales to the bottom line?

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