14 DAY TRIAL // Google has launched today a new feature for all advertisers. While their campaigns were, up to this point, either keyword based or placement based, the two possibilities can now be integrated in one unitary proceeding. By adding keywords to a placement-targeted campaign, more websites from a specified area will display the advertorial content, and not only the ones that were previously defined. Same thing goes the other way around for marketers. Those who target users from a precise region will reach an even more targeted audience by adding keywords to their ads.
"Using keywords and placements together has helped us find the right formula to make our campaigns for the content network more effective and profitable," explained Chris Ailey, Internet Search Marketing Manager for PC World, when queried about the benefits of the cross-campaign.
"It allows us to target specific, relevant ad copy to an individual site's user base and target audience, and also gives us the ability to better target specific products and product areas on a relevant site's content. Reporting has also been vastly improved, giving us quick and clear reports on exactly which sites are driving impressions and clicks," he added, talking from the standpoint of any of Google's clients.
The new feature could bring benefits primarily to the content network campaigns. If a marketer does not want to reach for a global audience in a specified area and hence resorts to a continuous optimization of the campaign, Google's solution could save a lot of time and resources. Even if Google has decided to release the two-in-one opportunity of customizing the campaigns, this does not come to signify that it is compulsory for all advertisers. They can opt for it, but they can also stick to the type of proceeding they were using before. This gives each one of Google's clients the possibility of adapting to each market's requirements and buying capacity.