Google has announced, the release of a new feature for Google AdWords. This new feature would be comprised of an advertiser’s Keyword & Placement Targeted campaigns, combined together, thus giving the advertiser a unique opportunity to combine these separate campaigns into a single online campaign.

According to Google, “Starting today, you can target keywords and placements together in the same ad group. By doing so, you combine the benefits of contextual targeting with placement targeting: use keywords to show your ads only on contextually relevant pages, then use placements to set specific bids for, or restrict your targeting to, sites you value differently from the rest of the content network.”

How to use the new Content Network Controls:

• 1.Set custom bids for specific placements: For example, you are a PDA manufacturer and you use the content network as your advertising platform. This enables you to advertise on web pages that are highly relevant to keywords such as ‘pda’, ‘pda device’ and ‘pda phones’. Now your Placement Performance Report suggests that, the ROI (Return on Investment) is comparatively higher on three technology review sites. The new feature in Google AdWords allows you to add the high and low performing sites as placements into your ad group with custom bids, along with your original bid for the content network as a whole in this ad group. Due to this new feature, you are now able to adjust bids for the websites in the network that perform better or worse than average.
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• 2.Show your ad only when both keywords and placements match: Taking another example, let’s say you notice that your advertisements are often displayed on websites that are more inclined towards PDAs with GPS capabilities. Now, you know that your PDAs have state of the art GPS capabilities, hence you definitely would like to create advertisements that would emphasize you product’s GPS capabilities. The new feature in Google AdWords enable you to create an ad group containing the same ‘PDA device’ keywords and add PDA GPS oriented websites as placements. You can even change your campaign settings so that your advertisements show only on the sites you’ve added, and only when their pages are relevant to your keywords.

According to Google, “This new feature affects your ads on the content network only, and it’s entirely optional. You can do nothing and your existing campaigns will continue running just as they have. But by using keywords and placements together, you can get better control over ad placement and pricing on the content network to help you meet your ROI objectives.”

For more information related to the know-how of this new feature, visit, Google AdWords Help Center

At the Webmaster World, there is a thread that discusses this new feature in Google AdWords.

Here are some interesting posts from that thread:

“I’m hoping this will help get our content campaigns working better. This is definitely a step in the right direction.”

“This should make content targeting much better , more work in the short term but should be able to bid closer to search cpc
And also much easier to get more accurate results for ROI on specific domains and a keyword, Great it is coming up now as just starting to plan for XMAS ordering and adwords campaigns and had decided against using content because of the noise ratio and found content targeting so much harder and longer to manage
PS I know it sounds early for thinking about XMAS but it does make or break e-com sites and maybe even more this year.”

From the Google AdWords Advisor:

“I’ll happily pass along comments from this thread (whether positive or not-so-positive) to the right folks.

AWA “

This entry was posted on Tuesday, July 22nd, 2008 at 2:02 am and is filed under Google. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.