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PPC tips and advice

Placement Targeting from Google AdWords

When Google AdWords first launched their content targeted network to extend the reach of their PPC campaigns, advertisers had limited controls over what was happening with their adverts, but Google has recently been developing and refining a much better range of tools and reports to control this option, which now makes it a more appealing route for advertisers to test and develop.

A recent example is the renaming of AdWords Site Targeting, to now be called AdWords Site Placement, which reflects 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 can be displayed.

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 advertisers.

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

This article was first published in the December 2007 edition of our monthly newsletter.

Campaigns have to be set up to use the new placement service and accessing reports to review and refine campaigns are essential. If you would like more information about Site Placement or if your business would like to create an Adwords campaign that takes advantage of this new targeting service, please contact us now. Alternatively, please request a FREE website assessment and see what you could achieve with a successful search engine marketing campaign.