Image Ads - How is relevancy decided

I've been experimenting more and more recently with content network and in particular using image ads.

It's proving to be quite successful, but I've noticed a few things that I wondered about and so far I haven't found any good explanations anywhere on the web.

In particular I wonder how they decide on the relevancy of an image ad against your chosen keywords or placement site?

I notice that my image ads get served up in very different amounts even though I have the rotate ads evenly selection.

I have one ad that is getting upto 50% of the impressions. Interestingly it is also the one that also gets a much higher CTR.

All of the ads in that ad group are targeted onto one site. They are all exactly the same type of image ad (ie: 728 x 90 px). They are of course different images. They all point to the same landing page.

For some reason Google has decided that some ads are more relevant to the site I am targetting than the others and it is therefore giving more impressions to that ad.

I'm assuming it's basing this on CTR history.

The only other idea I have is that they are using the name that you give to your image ad (sneaky of them).

Anyone got any thoughts?

Thanks
Mike

 

Interesting that no one has replied to this.

It's as I suspected that no one really understands the use of images on the content network.

So far everyone I've spoken to in the Adwords field is not sure how these work.

The same goes for video ads.

So, I think this is an area worth some serious testing.

 

they get the relevancy data from targeted url of the image ad. that is of course your website landing page, it gives google enough data to set relevancy.


content works excellent.

 

Ah, but I am sending all the image ads in the adgroup to the same landing page, so why is one image ad getting 50% of the impressions?

 

The ones with the highest ctr will get the most impressions. Doesn't matter if it's an image or not.

 

The decisive factor that is being used in the content network is the publisher's eCPM. Whatever ad generates the best eCPM for the publisher will be served most often. When you are using the CPC-Model, a high CTR will automatically result in better revenues for the website owner (and for Google of course). That's the reason why this ad is being served more often.

 

Your particular image might have getting more clicks as opposed to other images and Google thinks that image is more likely to convert into leads and much more compelling to the visitors of the site in real time....just mine small experiment

 

Its based on the landing page and connected pages the spider hits. Google is never blind. Good luck.
-Patz