This change better aligns what is considered a click for ads on the Google content network with what is considered a click for ads shown on Google.com. By changing the clickable area on text ads, we hope to increase user satisfaction with both our advertisers and our publishers.
As a result of this change, some advertisers may notice a decrease in both the number of clicks and the clickthrough rate (CTR) in content network campaigns -- along with an increase in the average return on investment (ROI) of content network traffic. For insight into the ROI you receive from your AdWords ads, you can install conversion tracking or Google Analytics to measure whether the clicks your ads receive lead to valuable actions on your site. If you use a third-party tracking service, you can use ValueTrack tags to identify the traffic coming to your site from the Google search and content networks.
We hope that this change will result in better user experience with Google content network ads, along with potentially improved ROI for advertisers. If you have any comments on this change, please let us know and we will forward your thoughts to the content network team.
