This is the sixth post in a series that focuses on using the various tools located within the Google Ads (formerly known as AdWords) tools and analysis tab. Previous posts have focused on:
In this post we’ll walk through how to get the most out of the Google Ads Placement Tool.
To leverage the AdWords placement tool, you can get information from three main inputs:
Assuming we want to start with a word or phrase, we simply type that in and then set your advanced filters and options (click to enlarge):
Here we can look for specific sites based on:
You’re generating suggestions here, so you want to think about the type of results you want to get back. If you’re looking for specific types of placements, you probably want to make use of the word or phrase and website options; if you’re looking for a broader list of sites, the category option may be a better fit. Executing any of these options is fairly straightforward.
A few things to note in determining whether to use words, website, or categories as an input include:
Ultimately, it’s often best to create display campaigns grouped around keyword themes and then to monitor placement performance, and use exclusions and specific bids to find the best placements for your display campaign. But if you are running a managed placement campaign, the placement tool can be very useful in uncovering sites that are running AdSense and give you an opportunity to advertise to your target audience.
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