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Lessons Catalogue
Lesson 3b: Placement Targeting
Starting a Campaign with Placements
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Objective: learn the steps for creating a new campaign by starting with placements where the ads can appear.
when you create a new campaign in your AdWords account, you're offered a choice: 'Start with keywords' or 'Start with placements'. Either way, you begin in the same place: on your Campaign Summary page. Sign in to your AdWords account, then click the Campaign Management tab, then click the link titled New online campaign. You'll see a pull-down menu with the 'Start with keywords' and 'Start with placements' options.
The creation process for both choices is similar. But when you start with placements, you'll notice a few differences from starting with Keywords:
- Placements: instead of creating a list of keywords to trigger your ad, you create a list of websites or related placements where you'd like your ad to appear.
- Placement Tool: instead of using the Keyword Tool to find potential keywords to advertise on, you use a Placement Tool to find potential placements where you'd like your ad to appear. You can list exact URLs or use other criteria to generate a list of available placements. This is explained in more detail below.
The Placement Tool appears when you create a new campaign or ad group starting with placements, or when you click the Add placements link on the Placements tab of an existing campaign. The Placement Tool helps you select websites and other placements in the content network where you'd like your ad to appear.
The Placement Tool offers four ways to choose placements:
- Browse categories: Shows sites and related placements that match categories (like Entertainment) or subcategories (like Music) that you select. For best results, narrow the topic by choosing subcategories that most precisely match your ad.
- Describe topics: Shows sites and related placements relevant to words or phrases you enter. For instance, a coffee merchant might enter topics like organic coffee beans, coffee or coffee products. We will then display a list of sites relating to the topics entered.
- List URLs: shows placements that exactly match, or are related to, URLs you enter. For example, if you are advertising tennis equipment, you might enter the URLs of your favourite tennis or sports websites. If the sites that you enter are part of the Google content network, we will display those sites as available for targeting. If not, we will display a list of related sites that may have a similar audience. You can then choose the placements where you would like your ad to appear.
- Select demographics: Shows sites and related placements popular with the audience demographics you select. For example, you might choose an audience age range of ages 35-44. We'll display placements likely to target that audience.
For each of the above methods, you can generate up to 100 content placements that match your criteria. Each placement includes an estimate of the Max. Impressions/Day the number of impressions available to all advertisers on the URL in an average day.
Click Add next to placements where you'd like your ad to appear. Placements that you select move to the Selected Placements list on the right-side of the page. Click the Add Selected Placements button to save them to your ad group.
To match your ad to the most relevant placements, we recommend that you use all four methods above.
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