How to Show Display Ads on Specific Websites Using Google Ads

By: Jyll Saskin Gales, Google Ads Coach

Have you ever wanted to place your ads on a particular website? Maybe there's a popular blog in your industry, or a news site that your target audience frequents. With Google Ads, you can do just that.

Let's discuss how to use Google Ads Placement targeting to display your ads on specific websites. While this method might not be the most scalable or cost-effective strategy, it can be a powerful tool for reaching your desired audience directly on the platforms they already use.

Why Advertise on Specific Websites?

There are several reasons why you might want to advertise on specific websites:

• Reach a Targeted Audience: If you know your ideal customers frequent specific websites, placing your ads there ensures your message reaches them directly.
• Increase Brand Visibility: Having your ads appear on popular websites can significantly boost your brand's visibility and recognition among your target audience.
• Drive Traffic: Strategically placed ads can drive a surge of traffic to your website, from your ideal audience.

How to Use Placements in Google Ads

Here's a step-by-step guide on how to use Placements in Google Ads:

1. Create or Edit a Campaign: Start by creating a new Display campaign, or a new non-conversion based Video campaign, or edit an existing one.
2. Select Audiences, Keywords and Content: Click on "Audiences, Keywords and Content" from the left-hand menu, and then choose the "Content" option.
3. Choose Placements: Under "Content," you'll find the "Placements" section. Here, you can choose the types of placements you want to target: websites, apps and/or YouTube channels.
4. Enter Website URLs: If you're targeting websites, enter the specific URLs where you want your ads to appear.

Alternative Content Targeting Options in Google Ads

While Placement targeting can be effective, it's not always the most efficient or scalable approach. Here are a couple of alternative content targeting options to consider:

• Topics: Target your ads to topics related to your product or service. For example, if you sell running shoes, you could target topics like "marathon training" or "running gear."
• Display/Video Keywords: Target keywords that are relevant to your product or service. Google will then show your ads on pages that contain those keywords.

These options can be more scalable and cost-effective than Placement targeting, while still allowing you to reach a relevant audience.