AdWords tests CPC site-targeting ads

AdWords is inviting advertisers who are interested in cost-per-click (CPC) site-targeting ads to join the testing scheme. Currently, advertisers can only bid for site-targeting ads on cost-per-thousand-impression (CPM) basis which means they pay when ever their ads are shown. Switching to CPC bidding, Google says it can:

• Increased flexibility. Select the content network sites you want your ads to appear on and choose the bidding option that fits your needs. If clicks are your goal, try CPC bidding so you pay only when you get the result you want.
  
  
• Full control. Create new CPC site-targeted campaigns, or switch your existing campaigns between CPC and CPM at any time. As always, you retain full control over your budgets and bids.

The test is only available for advertisers located in US at the moment. This is a great advance over the current AdWords advertising system as any advertisers would like their ads being seen and brings traffic to their site while CPC ensures they pay for traffic. Google has not review any further details about the program like whether these CPC site-targeted ads will occupy the whole ad unit or not and how their compete with keyword-targeted ads.