I'm looking for advice from anyone who makes heavy use of Google Adwords - large monthly spends, not just a few small campaigns. Specifically, I'm after feedback from people who use placement targeting to show adverts on specific websites. If you don't know what this means, this thread is not for you - move along, nothing to see here I'm actually trying to optimise my Adsense remnant inventory on PropertyChat - I serve Adsense in unsold ad slots on the site and I'm making some changes to how I serve those adverts (DFP Small Business grumble grumble poor integration with Adsense grumble grumble). I already have a fairly complex structure in place based around DFP, but I'm trying to work out whether to simplify it or keep on with the more complex approach in the hope that it's going to maximise remnant revenue. My question for the people using Adwords to target placements is - how granular do you like to see the placements? The obvious approach is to break it down by page type or by ad location, for example: Home page all units Run of site above content Run of site sidebar top Thread pages below content Blog pages sidebar top etc However, I can also break it down further and go topic specific: Mortgages & Property Finance Renovation & Home Improvement Accounting & Tax etc Are the people buying Adwords placements looking to be that specific? Or is a site about property investment a good enough match?