"What's the difference between placement targeting and contextual targeting? "

SOURCE BY:GoogleAdwords
What's the difference between placement targeting and contextual targeting?

Contextual targeting

Contextual targeting simply means that your keywords are used to place your ads next to content that matches your ads.

For instance, suppose you have created an ad group to advertise digital cameras, and it includes keywords you have chosen like digital cameras and camera cases. Contextual targeting will be used to identify and place your ad on Google Display Network sites with the same themes. That might mean web pages about camera equipment or discussion groups of camera hobbyists, or it could be an email or a newsletter about digital photography.

Contextual targeting is always used when an ad group has keywords and the Display Network is turned 'on' in the campaign settings page. It can work with ad groups that have only keywords, and also with ad groups that have both keywords and placements.

Placement targeting

Placement targeting lets you choose individual spots in the Display Network where you'd like to see your ads displayed. We'll only look at your managed placements when searching for relevant places to display your ads. Unlike contextual targeting, keywords aren't required.

A placement might be an entire website, or a subset of a site. For instance, if you're selling football boots and you want your ad to appear on a particular football website, or only on the sports pages of a newspaper, placement targeting can help you handpick those sites.

Here are a few things to know about placement targeting:

* A site must be part of the Google Network in order to be available for placement targeting.

* The AdWords Placement Tool can help you find placements for your ad as you create a new campaign or ad group.

* As with all AdWords advertising, you'll compete for space with other advertisers. If you choose very prominent and popular sites, you'll need a higher price to win the ad position.

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