Week 4 - MKTG 349 - Blending Placements and Keywords

Placements and keywords go hand in hand when it comes to determining where your ad will be seen on Display Networks, and the price you are willing to pay for them.  Editing keywords is exactly how it is displayed, you edit keywords based on what you want.  The placements are determined on how much you bid.  So basically what you are doing with placements and keywords are determining what keywords will trigger your ad, and determining the price of the bid, strengthens your ad placement.

There are other ways to enhance your placements besides increasing your bidding.  You can use a tool called placement targeting.  Placement targeting helps you promote your brand by strategically placing your ad on specific websites or group sites on the Display Network.

AdWords uses a tool called contextual targeting, which is used to find pages in the Display Network with content specific to your keywords.  Contextual targeting is the tool to use when you want to combine optimal keywords and placement targeting.  Contextual targeting refines the targeting of your ads.  This method is great when you are targeting a wide range of content.