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Adwords: Placement Targeting and CPC Bidding

Posted on 11.07.2007

Even seemingly minor improvements to (arguably) the greatest advertising system ever developed are worthy of note.


The Google Inside Adwords weblog announced some interesting changes to the site targeting feature in Google's content network. Google advertisers can now run their campaigns not just on individual websites but also on specific areas or "subsections" of those sites. For example, "the football pages of a news site, the show times section of a movie site, and even a specific ad unit (a block of Google ads) on a particular webpage" according to the announcement. Google is renaming this feature from content targeting to the more appropriate "placement targeting".

Google has also launched cost-per-click bidding for placement targeting. This means advertisers can choose the bidding option that best matches their needs. If your ad campaign is intended to drive sales, sign-ups or other "conversion-oriented" metrics, advertisers select CPC bidding and pay when users click the ads. If the aim is to create brand awareness and score loads of impressions, advertisers can select cost-per-impression (CPM) bidding.

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