Jasper's Content Corner

Looking to improve your campaign's performance on the content network? Jasper, a Tech B2B content network specialist, offers some tips on placement targeting to help you reach the right audience.

Targeting site sections

Placement targeting is highly effective, particularly for Tech B2B advertisers who are looking to filter out consumer traffic and reach a very targeted audience. With a placement-targeted campaign, you select specific sites and places in the content network where you want your ad to appear, so it's a great way to control where your ad can show.

One often-overlooked technique is placing ads on specific, hand-picked sections of a publisher website. For example, you might choose to show ads only on the technology section of a news site, rather than placing ads across the entire site. Instead of targeting all of www.example.com, you could place your ads on www.example.com/technology, or even more specifically, www.example.com/technology/VOIP.

Benefits

When you hand-pick specific site sections, you can:

• Create very specific placement opportunities from more general sites, such as news sites
• Reach a more targeted audience, which means higher chances of conversion
• Filter out irrelevant traffic, and even consumer traffic, if you're targeting pages geared toward businesses

Tips

Here are a few ways to get the most out of your hand-picked site placements:

• Look for site sections that feature product reviews, industry news, and new product information to find the most relevant placements.
• Run a Placement Performance report to find out which of your currently selected sites are performing well, and which aren't. Learn more
• You can target up to two section levels below the home page. For example, you can target www.example.com/technology/VOIP/ but not www.example.com/technology/VOIP/products/.

Try it

Ready to try targeting specific site sections? Here's your plan of action:

1. Sign into your AdWords account at http://adwords.google.com.
2. Click the placement-targeted campaign you would like to edit.
3. Click on the appropriate ad group.
4. Select the 'Placements' tab.
5. Click 'Edit Placements and Bids' at the top of the ad group table.
6. Copy and paste the URLs of the specific site sections where you'd like your ad to appear. You can refer to the actual site's URL to see how its sections are named. Be sure to enter only one URL per line.
7. Click 'Save Changes' at the bottom of the page.

If you don't yet have a placement-targeted campaign and would like to create one, follow these steps.

To learn more about placement targeting, visit the content network website.

For more content network tips straight from a specialist, send Jasper your questions at techbtob-newsletter@google.com.