What is the difference between keywords and placements?

In Google Ads, keywords and placements serve distinct purposes in targeting advertisements, and understanding these differences is essential for effective campaign management. Keywords are essentially the words or phrases that advertisers select to trigger their ads when users search for related terms within Google Search or its partner sites. This approach allows ads to reach audiences based on their search intent. Advertisers choose keywords that resonate with their target market, aiming to connect with users who are actively seeking specific products or services. On the other hand, placements refer to specific locations where ads can appear within the Google Display Network. This includes websites, videos, and applications that have agreed to display Google Ads. Advertisers can select placements to target audiences based on their interests or demographics, rather than solely on search behavior. By choosing specific placements, advertisers can strategically position their ads in front of users who frequent particular types of content, thereby increasing the chances of engagement. In summary, keywords focus on search intention while placements emphasize the location where ads will appear. Understanding both concepts allows advertisers to tailor their strategies effectively to maximize their advertising efforts. For more detailed information about each feature, it might be helpful to refer to the resources available on the Google Ads website.