In a placement targeted campaign an ad appear on specific web sites selected by you. It also allows you placements for a desired topics or similar web sites. You can use Google’s placement discovery tool to generate a list of web sites based on topics or web sites you input. You can use the exclude web site tool to exclude web sites you do not want to show your ads on.

Placement targeting allows you to bid for your positions via a cost-per-thousand impressions (CPM). This means you will be charged if your ad appears on the content network regardless of if n user clicks on it. You also have the ability to choose a maximum CPM bid. This will be the maximum you are willing to pay per thousand impressions. The choice of a maximum CPM bid allows your placement targeting campaigns to compete against CPC biding campaigns in the same auction. If you are interested in promoting brand awareness CPM bidding allows you to reach more of your target audience by bidding for what is more valuable to you.

Placement targeting campaigns allows text and image ad formats, as well as animated image ads. Placement targeted ads always full the entire ad position and text ads will always be expanded to fit into the allowed space.

Placement targeted campaigns are for advertisers who wants more control over where their ads shows on the Google content network as well as those who want to promote a brand or new product to a specific audience. The animated ad format option also allows the advertiser to convey a larger message to its audience.

Contextual ad targeting enables you to show ads in the context of other sites, on pages contextually relevant to what you want to advertise. The Google content network comprises op thousands of high quality web sites, news pages and blogs. It is by far the largest network for contextual advertising in the world.

The Google Content network reaches over 75% of unique internet users in more than 20 languages in over 100 countries. Using the search and content network you will be able to reach 3 of every 4 unique internet users.

Contextual advertising with Google AdWords allows you to use all the different ad formats like text, image, flash, video, and gadget ads. The ad gets displayed on the basis of the theme in each of your ad group you create. The biding options are simulate to the search network campaign except that you can specify a CPM as well.

Google AdWords defines four phases in creating your contextual targeted ad campaign. They are as follows:

• Define your campaign goals,
• Create the campaign in AdWords,
• Measure its performance,
• Optimize and improve your campaign.

Search targeted ads are shown on search result pages in response to a users search query. Although these pages are important to find information on the web, they only make up 5% of pages on the internet and the portion of user’s time spend on them are even smaller. Purchase decisions are made allover the web on search sites shopping comparison sites, professional interest pages, targeted email news letters etc. The Google networks provide a cost effective way to reach customers wherever they are on the web. The Google networks are split into two parts, the search network and the content network.

The search network consists of google.com as well as other search sites like ask.com, compuserve.com, Netscape Netcenter etc. Google runs the search services for these engines and displays AdWords ads on them. The content network on the other hand consists of sites like Newyorktimes.com, gmail, howstuffworks.com etc. The ads that appear on them are relevant to the content of the page.

Text ads can appears on the search and content networks but image and video ads can only appears on content pages. Its always good practice to create separate campaigns for the search and content networks.

Google AdWords Editor is a free application provided by Google to help you manage your ad campaigns. This application can save you lots of time and help you to streamline your work. Here is a list of basic functions:

You can work offline and update changes any time,

You can store and navigate one or more accounts,

You can add, edit and delete campaigns, ad groups, ads, keywords and placements’

You are able to make large scale changes quickly,

You can perform advanced searches and edits,

You can sort and view your performance statistics,

You can copy and move items between campaigns, ad groups and accounts,

You can export a snapshot of your account for sharing or archiving purposes,

You can import an archive file and review the proposed changes,

You can download the fee AdWords Editor application from the following link: http://www.google.com/intl/en/adwordseditor/