In a very welcome, and arguably long overdue, move, Google have finally released content bidding within adwords.

This enhancement to Google AdWords enables advertisers to place one bid for ads that run on content sites and a separate bid for ads that run on search sites within the Google Network. Previously, the default ad group maximum bid was applied to both content and search sites.

Furthermore, smart pricing will reduce the cost the advertiser pays if the cost is still too high relative to the value it brings the advertiser. In conjunction with smart pricing, content bidding enables advertisers to effectively manage return on investment (ROI) for their content campaigns.

Without doubt, a major improvement which will allow the savvy advertiser to deliver a higher ROI.