Google placement advertising is a great advertising instrument to use. When developing an ad campaign using Google placement you can search for your target market in these four ways. Remember you have the option to do CPC (cost per click) or CPM (cost per impression) when setting up a placement targeted campaign.
i)    Browse Categories; where you can pick from a large list of categories and sub categories to choose the specific target you are seeking. You then can view and choose from a list of websites in which you want to place your advertisement.
ii)    Describe Topics; here you can type in topics. Google then searches for websites that match the topic you listed in the search box.  You can then do the same thing and view the websites and place your ad where you would like.
iii)    List URL’s; you actually type in URL’s to see if they are available under the Google AdWords system.  Let’s say you were browsing around one day and you stumbled across a website that would be perfect for one of your ads.  You can then use this tool to find out if you can add this website to one of your ad groups in order to place one of your ads on the website.
iv)    Select Demographics; finally you can search for a specific demographic that is the buyer for your product or service.  You can search by gender, age, and income.  Once you have picked the specifics you are after a broad range of websites meeting that demographic will appear from you to choose from.  Again you choose multiple websites and have now specifically targeted your ad campaign.

If your ad campaign is not optimized and has a clear call to action that increases conversions and overall ROI then you are losing both money and opportunity. When we say optimized we mean that the content of the ad and the page that the ad takes the user to are completely matched. Full marketing optimization is important because having a user actually interact with your website rather than bounce (leave quickly) has a direct impact on the conversion rate of your traffic. Treatment studies are done on a weekly/biweekly/monthly (varies depending on the ad campaign) basis to make subtle optimization changes to enhance overall conversions received through your ad campaign. Making even a small change, such as like the color of your submit button on a form, or where in your website you are presenting your products and services, can make a big difference and lead to higher conversion rates.  Below is a brief introduction of each of the elements that contribute to a successful ad campaign

CPC (commonly known as cost per click or pay per click):  Cost per Click is an ad campaign where the advertiser only pays for an advertisement if the prospect clicks on the ad thus reaching the page in which the advertiser is advertising.  CPC can be applied to both Keyword searching and placement targeted advertising. Why is cost per click effective?  Running a campaign on a cost per click basis can be effective because the advertiser only has to pay for their ad if the user actually clicks on it (thus the term cost per click or pay per click).  This form of advertising is available through all search engines, Google, Yahoo, MSN, etc…
i)    A good example on how to effectively use CPC is to figure out how many clicks it takes to get a conversion.
ii)    Figure out the amount of money it takes to get a conversions.
iii)    Then subtract your ad campaign costs from your Gross profit.

Why is it so important to optimize your ad campaign? Imagine if you’re getting a 2% conversion rate and you’re spending $1 per click. For every $100 dollars in advertising you’re getting two sales.  If your sales price is $50 dollars per product you’re just breaking even, and breaking even is not a good place to be for a business venture. Now imagine if you fully optimize your campaign and you receive a 6% conversion rate. Now you’re bringing in $300 dollars for every $100 dollars spent in advertising. You’re return on investment is 200%, a much more attractive business scenario