By contributor Lynn Truong
Placement-targeted campaigns allow you to choose sites in the Google Content Network based on specific URLs and topics for your ad to appear. Using the Placement Tool you can generate a list of locations in the Google Content Network based on categories or websites you enter. Also, you can choose to exclude certain websites for your ad not to show up on.
The Placement Tool offers several options to help you decide where in the Google Content Network you would like your ad to appear.
1. Browse categories shows a list of categories and subcategories. Sites that match your selected categories or subcategories will display.
2. Describe topics shows sites relating to words or phrases you enter. This is helpful when the categories provided are not sufficient. Enter topics (keywords) that relate to your product or service. A list of sites based on the topics entered will be displayed.
3. List URLs shows sites that exactly match or relate to URLs you enter. Pick specific sites you'd like your ad to appear on. A list of sites for the exact URL will be displayed if it is a part of the Google Content Network. If any of the sites you entered are not a part of the network, a list of related sites will show.
4. Select demographics gives you a selection of sites based the audience demographics you choose. Sites that are likely to target that audience will be displayed.
For each of these methods, you can generate up to 100 content sites that match your criteria. Each site includes an estimate of the maximum impressions per day -- the number of impressions available to all advertisers on the URL in an average day.
Placement targeted ads are charged on a CPM (cost per thousand) rate, rather than the CPC model keyword-targeted campaigns use. You pay for impressions (when your ad is displayed) regardless of whether users click on it. A $3.00 CPM means you pay $3.00 for every thousand impressions.
As with keyword-targeted campaigns, you place a maximum bid (but instead of bidding for each click, you are bidding for every thousand impressions). The Maximum CPM bid is the most you are willing to pay per 1000 impressions. You can run keyword-targeted campaigns and placement-targeted campaigns simultaneously so CPC and CPM ads can compete against each other on the same auction. This CPM model is best for promoting brand awareness and building exposure, as it allows you to reach more of your target audience by being able to select the locations where your ad will run.
When creating a placement-targeted campaign, you can create both text ads and image (static or animated) ads. If you create a text ad within a placement-targeted campaign, the text will expand so that the ad fills the entire postion rather than being grouped with other text ads unlike those that run on content sites in keyword-targeted campaigns where the ad shares the unit with up to three other ads.
Placement-targeted campaigns are best for advertisers who want control over where their ad shows on the Google Content Network. The Placement Tool helps find relevant sites for your ads. Keep in mind that ads in placement-targeted campaigns only run on content sites (no search sites).