A long awaited but a welcome step from Google when it added the search volume data for keywords and Ad placement flexibility to the Adwords platform.
Also, it added Keywords and placements — together!
Now, both keywords and placements can be targeted in all AdWords campaigns. We can now use both to get better control and pricing power on the content network. (this was a big disadvantage earlier)
What can you do with keywords plus placements?
- Bid more or less for specific placements. Let contextual targeting with keywords place your ads across the content network, while you set placement bids for sites that have a special value for you.
Selling soccer shoes? You might bid $1.00 for clicks from any content network pages that match your keywords, but $2.00 when those clicks come from a soccer fan site that’s converted well for you in the past.
- Show your ad only when both keywords and placements match. You’ll get the benefits of keyword targeting while also limiting the places where your ad can appear.
For instance, set your campaign to appear only on your favorite soccer fan site, and only when the site content matches the keyword soccer shoes. You may see less traffic, but AdWords contextual matching will help make sure your placement pages are highly targeted.
Instead of creating separate campaigns for keywords and placements, you can now include both in any campaign. All ad groups now have tabs for both keywords and placements, and the two can work together to target your ads on the content network.
Here’s an example: You might target the keyword roses and the placement *http://www.example.com*. You can let the keyword roses display your ad across the content network, and use placements to raise your bid whenever roses triggers your ad on http://www.example.com. Or you can choose to have your ad appear only on http://www.example.com, and only when its content is a match for roses.
Pick Placements Google finds pages that meet both criteria
Well, what pleases me most is the way Technology and Marketing have got married these days. It’s the nupital knot which any Techno-Marketing professional would want to get into. And additionally what makes me feel elated is the way companies are learning from there customers and prospects through social media and using that feedback to come up with better product features and solutions for the customers.
A big thanks to google again!