Online marketing is becoming more sophisticated and marketers are looking for even better tools to help them do their jobs and more importantly, to gain that edge over competitors. In the past, it was difficult to target a specific audience in a Google AdWords campaign. Normally when you use keywords in your ad groups to contextually target ads, Google will match them to relevant pages across the hundreds of thousands of sites on the Google content network. But have you ever wanted to bid more (or less) for a specific content network site you’re contextually targeting? Or write customized ad text for a precise group of pages, such as news articles or relevant discussions on social networks? Now you can!
Enhanced Online Campaigns – Targeting Specific Web Sites
Advertisers will now be able to increase bids and more accurately target sites they are performing well on with greater ease. Google has combined keyword-targeted and placement-targeted campaigns into a single online campaign type. As of yesterday, you can target keywords and placements together in the same ad group. This new tool is called Enhanced Online Campaigns. 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.
This is great news for AdWords advertisers and AdSense publishers. Increased targeting means the advertiser may bid higher for keywords and this increased ad spend should trickle down to the publisher’s end and result in increased AdSense revenues. At least in theory, this should happen.
Gain the SEM Competitive Edge
So if you are looking for that edge over the competition in search engine marketing, look no further. Google suggests these 2 ways to use the new Enhanced Online Campaigns to highly target your keyword buys.
1. Set custom bids for specific placements
2. Show your ad only when both keywords and placements match
For more information on, check out Google’s Enhanced Online Campaigns page.