About placement targeting

To provide a comprehensive and consolidated view of your content targeting and make content targeting management and optimization simpler, you’ll see the following improvements in Google Ads:

All types of content targeting can now be found under “Content” in the side navigation:

  • "Topics", "Placements", "Display/Video keywords", and "Exclusions" for all types of content targeting are now categorized under the "Content" tab in the side navigation menu. For "Exclusions", click the drop-down arrow to the right of the term "Exclusions" to select exclusions for topics, placements or Display/Video keywords.

Soon, you’ll see further improvements:

  • "Topics", "Placements", "Display/Video keywords" will be consolidated into a single "Content" page and report. Exclusions will also be consolidated into a single report in the same page ("Content").
  • Your ads will target any of your selected content in your ad group. For example, if you targeted “bikes” as a topic and “cycling” as a Display/Video keyword, your ads will show on content that matches either.

Until your account is migrated, we recommend that you only use one content targeting method (topics, placements, OR Display/Video keywords) per ad group. Before the upcoming changes, combining methods can limit campaign performance.

For video campaigns that drive conversions only: To help you find more conversion opportunities, you’ll no longer be able to add content targeting to new and existing video conversion campaigns in the coming months. From early 2023, all existing content targeting settings will be automatically removed from video campaigns that drive conversions. To manually remove content targeting from existing conversion campaigns, go to your ad group settings. Learn more about optimizing your campaign for conversions

Placements are locations where your ads can appear on YouTube or the Google Display Network. A placement can be a website or a specific page on a site, a mobile app, video content, or even an individual ad unit. We present sites and mobile apps sorted according to how useful we think the inventory will be for you. This sorting is based on a combination of the keywords you enter in the search bar, and the past traffic we have seen on the site. With placement targeting, you can add placements to ad groups in your Video and Display campaigns.


  • Show your ads on specific placements you choose: You can hand-pick placements to run your ads on YouTube and the Display Network with placement targeting. For example, if you sell travel packages and want your ads to appear on a particular website or page about travel, add that website or page as a placement.
  • Show your ads on placements where your customers spend time: If you know your customers visit a particular website, consider adding it as a placement.
  • Control the amount of traffic from placements by setting individual placement bids: If you find that advertising on a specific site works well and you want to increase your exposure on that site, you may increase your bid for just that one site. Or, you may want to reduce your bid for another placement that's not providing as many conversions.

How it works

  • A placement has to be part of YouTube or the Display Network for your ads to show there.
  • If a specific website you target has an equivalent app, your ads can also show there.
  • As with all ads on Google Ads, you'll compete with other advertisers to show your ads on placements you select.
  • If you choose popular sites or videos on YouTube or the Display Network, you may need higher bids to get impressions. You can always adjust your bids.
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