Google have added another couple of facilities to allow webmasters slightly different ways to advertise using Google AdWords.

In addition to the traditional bidding with costs calculated on a “per click” basis (CPC), there is now also the option to choose a selection of sites where their advert can appear and have costs calculated on the number of impressions (CPM), that is the number of times the advert appears, rather than on the number of clicks it attracts. The second change allows the selection of sites which gives webmasters the opportunity to target certain types of sites.

To make best use of this, webmasters should look to apply a different approach to their adverts when they are targeting certain sites - it is still important to make an impact but with a better indication of the type of visitor that you are looking to appeal to.

The same is also true for contextual adverts in a normal campaign which, in some cases, it may be better to run as a separate campaign. Again, this is a way to ensure that the targeting is carried out correctly.