What is the difference between keywords and placements?

Keywords and placements are two essential components in Google AdWords that determine where and when your ads are displayed. Keywords refer to specific words or phrases that advertisers select to trigger the display of their ads when someone searches using those terms. It enables advertisers to target specific search queries relevant to their business. On the other hand, placements refer to specific websites, apps, or other online locations where advertisers choose to display their ads. Advertisers can target placements based on their relevance to their business or the demographics of the audience visiting those locations. While keywords target user intent and show ads based on search queries, placements focus on displaying ads on specific websites or apps relevant to the advertiser's target audience. Keywords target users actively searching for specific content, whereas placements target users who are browsing or consuming content on particular platforms or websites. In summary, keywords target search queries, while placements target specific online locations for ad display. Both strategies are valuable for advertisers to reach their target audience effectively.