Google Ads (AdWords) Placement Targeting

Since the content targeted network was first launched and provided advertisers with limited controls over what was happening with their adverts, Google has recently been developing and refining a much better range of tools and reports to control this option, which should make it a more appealing route for advertisers to test and develop.

A recent example is the renaming of AdWords Site Targeting, now called AdWords Site Placement, reflecting a couple of refinements to this service.

Site Placement now enables advertisers not only to choose specific websites, but also areas or individual web pages on these websites where their adverts display.

Adverts can therefore be fine tuned to reflect relevant areas of content. It should give even more scope for targeted marketing and advert variations, resulting in campaigns that work harder for you.

As well as choosing where to place adverts, advertisers using placement targeting can now choose to pay using the CPM (cost per impression) model or the CPC (cost per click) model. It is also possible to use maximum cost or preferred cost bidding (to set an average price). Which payment model you choose will depend on your marketing aim: those looking to raise brand profile may opt for CPM and those wanting conversions, like sales or sign ups, normally choose CPC.

Campaigns have to be set up to use the new placement service. If you would like more information about Site Placement or if your company would like to create an Adwords campaign that takes advantage of this new targeting service, please contact the Web Marketing Workshop now.

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