Google AdWords Replaces Site Targeting With Placement Targeting & Offers Bidding Options

The Inside AdWords Blog announced they are renaming the “site targeting” feature to “placement targeting” because now you can specify the sections of a site that you want your ad to be displayed on. Google also announced that advertisers can now specify if they want to pay on a CPC (cost per click) or CPM (cost per impression) basis with their placement targeted ads.

How can you manage your placement targeting ads?

(1) Login to AdWords account
(2) Click on your campaign
(3) Click on an ad group
(4) Then you should see a new fourth tab between the Summary, Keywords, and Ad Variations tab, named “Placements.”

Google explains:

If this campaign includes placement-targeted ads, you’ll see a Placements tab with details on the performance of each targeted placement for this ad group. This includes the total impressions, clicks, and costs for each placement, along with other details. Click Edit Placements and Bids to add or remove placements or change your bid for the placements you have selected. A click on Add Placements will take you to the Placement Tool, where you can find new websites or other placements to target for this ad group.

Don’t see it? Well, then you probably don’t have placement ads set up. To set up placement ads:

(1) On the Campaign Summary page, find the table titled Online Campaigns.
(2) Click Placement-targeted in the ‘Create a new campaign’ section at the top of the table.
(3) Follow the sign-up wizard instructions to create your campaign.

Once you are in there, you should be able to specify if you want to bid on a CPC or CPM basis.

See Techmeme and Blogrunner for related discussion on the news.