It has always been that keywords in ad groups were used to contextually target your ads by matching them accordingly to relevant pages across the hundreds of thousands of sites on the Google content network. But one could not bid more (or less) for a specific content network site. Now this is possible as Google has combined keyword-targeted and placement-targeted campaigns into a single online campaign type.
Advertisers can now target both keywords and placements together in the same ad group. Now keywords can be used to show ads on contextually relevant pages and placements can be used to set specific bids for sites that you value the most.
Two ways to use these content network controls:
● Customized bids for specific placements: When your selling a product and are advertising the same on content network for pages relevant to certain keywords and you find that certain sites are getting good sales, then customized bids can be set accordingly for those sites by checking the performance through Placement Performance report.
● Ads are shown only when both keywords and placements match: Advertisers can check the Placement Performance Report and if the ads related to the particular business are showing up on certain set of sites that are themed about Ex: features related to this specific product then the advertiser can go ahead and create an ad group with same set of keywords and add sites related to the features(Product's features).
These controls can help advertisers to better manage their campaigns more efficiently for a better ROI.
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