Google has changed the way it allows advertisers to target ads by site in its content network, and added a cost-per-click (CPC) bidding option for those ads. While advertisers have been able to target a specific site through site targeting for the past two years, they will now be able to target specific subsections of a site through the newly renamed placement targeting feature. So advertisers can now serve ads only to the sports section of a news site, or only to ad units above the fold on a given page.
AdWords advertisers can also buy these placement targeted ads as cost-per-click (CPC) units, in addition to the CPM-based option. A CPC-based bid model has been one of the most-requested feature of ads on the content network, according to Google.
This is good news for advertisers, as it moves away from the one-size-fits-all approach, and lets advertisers have more control over their content network spending.