Google AdWords Placement Targeting: Tools for Success
Tools and strategies for placement targeting that will lead you to greater PPC success.
Tools and strategies for placement targeting that will lead you to greater PPC success.
Managed placement targeting on the Google AdWords content network is one of the most accurate and potentially profitable weapons in the PPC arsenal. Because this tactic is based solely on the content network, it’s often disregarded or ignored due to misplaced skepticism and widely accepted misinformation about the content network as a whole.
While I could wax poetic about the content network, today I’ll simply focus on tools and strategies for placement targeting that will lead you to greater PPC success!
What is Placement Targeting?
Google’s content network version 1.0 was a system that placed your ads on websites based on the theme of your keyword lists and your ad copy. There was no way to dictate specific sites you wanted to target, you could only block those sites that were not working. This system is still employed today, but now it’s called “Automatic Placements” in AdWords, and many advertisers refer to this as “keyword targeting” for content.
Content network 2.0 brought about placement targeting — labeled as “managed placements” in AdWords. This system allows you to pick specific websites that are a part of the content network and individually bid on those sites for placement. Because you’re hand-selecting the sites to place your ads on, you don’t use keywords for targeting purposes.
If managed properly, placement targeting is an effective way of leveraging the content network for pinpoint targeted traffic and conversions.
Fit Placement Targeting Into Your AdWords Strategy
Finding success with placement targeting requires a shift in strategy from traditional content network targeting. The first step to doing this is to literally fit placement targeting into your AdWords strategy:
Tools for Finding Relevant Sites to Target
No matter how you find websites for content network placement targeting, play it smart. Set reasonable CPC bids and monitor your performance. Ultimately, by taking the power of the content network into your own hands, you stand the chance to boost click traffic and increase relevant, affordable conversions.