Google study indicates its content network can outperform search

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Mountain View, Calif.—Google continued its aggressive promotion of its display advertising capabilities with the release Monday of a white paper, "CPA Performance Trends on the Google Content Network."

Google analyzed ad performance across its ad network, which the company said serves 6 billion ad impressions every day across hundreds of thousands of content network Web sites. For the white paper, Google analyzed cost-per-acquisition (CPA) for advertisers on the content network when compared with its search network.

"The median advertiser has a content CPA that's about 2% lower than their search CPA," according to the study. Google said the content network drives about 20% of total conversions for the median advertiser.

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