Google's AdWords blog announced some further improvements to their PPC targeting tools for the third-party content network last week. With the newly named 'placement targeting', advertisers now have more control over which sections of the content website will display the adverts. The other new option is the flexibility to bid on a CPC (cost per click) basis, or to set up a campaign on the CPM (cost per impression) arrangement, depending on the type of campaign and the ideal pricing structure.

From a time when the content targeted network was first launched and provided advertisers with limited controls over what was happening with their adverts, Google has recently been developing a much better range of tools and reports to control this option, which should make it a more appealing route for advertisers to test and develop.