I am confused - target keywords and placements?

can I target keywords with image ads

[pavlovapete]

I was just playing around with Image ads and saw this:

Your ad may appear when people search Google for the keywords that you choose here. Keywords must be directly related to your ad.

How does this relate to image ads? I'd like to target sites (placements) but can I also target the keywords people used to get to those sites?

Thanks

[eWhisper]

With the content network (the only place image ads appear); you have 3 major options:

1. Choose keywords. Your ad will be shown on any site (you don't block) based upon those keywords.

2. Choose placements: Your ad will only be shown on the site you choose (assuming your campaign settings are set correctly).

3. Choose keywords + placements. In this case, your ad is only shown when someone is on the site you choose and the theme of the article matches your keywords. Personally, this is my favorite content targeting.

[pavlovapete]

Thanks ewhisper

>> the theme of the article matches your keywords.

Your explanation clarifies things.

Can I geo-target the visitor as per normal Adwords settings? That is show the ad only to visitors from my country, even if the site is in a different country? Are there any other qualifiers I can use to narrow my targeting?

Thanks for your time.

[eWhisper]

The content network obeys your campaign settings.

Therefore, you can use:
ad scheduling
location targeting
demographic bidding
etc

to refine your ad exposure and max CPC.

[pavlovapete]

Thanks again eWhisper,

may I ask one more and then I'll leave you alone?

>> article matches your keywords

In your experience can you target a specific page/ article with your keywords? I played around yesterday with Site Sections and was unable to target specific pages from the Adwords backend. So I guess I am left with picking words/ terms from a site/ page I want to target and hoping for the best. And does this mean one adgroup can really only be used to target one site/ page?

Thanks again for your time - I've just started my first campaign and really appreciate your input.

[eWhisper]

Some sites (usually larger ones or newspapers) have a clear delineation between sections of those sites; and you can placement target a specific section (and sometimes an ad within that section).

You can also choose keywords to narrow down when your ad is shown on that section.

However, no page level targeting via placements on AdWords.

[pavlovapete]

Thanks for your comment eWhisper.

It doesn't seem that targeted. I guess I'll have to jump in and try it.

Cheers

[esllou]

I found out late last year that you can target specific pages on the content network. Just go to "edit destinations and bids" and paste URLs right in that text box. I target just a few pages on particular sites and it works perfectly.

[pavlovapete]

Thanks esllou,

I was able to do it a year ago - lately I haven't had much luck at all.

As eWhisper notes you can target sections - I've had success with this.

I can't seem to target individual pages though - maybe the sites I'm trying have disabled placements.

esllou, can you target *any* page you choose or are there some restrictions?

Cheers

[esllou]

the way I've done it up to now:

if I am already placement targetting a site and I see on that site that there are some pages that are right on the button for what I need, I'll paste that URL into the placements text box and bid slightly higher on it.

[Danm]

eWhisper, how do you target a particular phrase on a particular website like you say?

For example:

targeting keyword "Easter eggs" on "about.com"?