Google announced this week that CPC site targeting is currently out of Beta, and available to all advertisers. They also announced that they will now call what was formerly known as Site Targeting, "Placement Targeting".

According to Google, "With the launch of CPC bidding, you can not only pick the placements where your ads appear, but you can also select the bidding option that best matches your clients' needs. For instance, if the purpose of your client's placement-targeted campaign is to increase sales, leads, sign-ups, or other conversion-oriented metrics, you can select CPC bidding and pay per click. Alternatively, if you want to maximize impressions and increase brand awareness among your client's target audience, you can select CPM bidding."

It would be great with the launch of these announcements, Google could also provide case studies that demonstrate the impact/performance of CPC placement targeting vs. CPM for a particular advertiser. The data must be available and is usually the first question I have when a Google feature comes out of Beta.

Currently, the search engine allows advertisers to convert their CPM placement targeting campaigns to CPC with a quick change to their campaign settings. Although not yet available through the API or compatible with Adwords Editor, Google hopes to integrate these within the coming months.

Labels: cpc placement targeting, google, search engine marketing, site targeting