This is the 7487th most frequent French word.
placer
"To place" or "to put."
Here, 'placer' is used to mean physically placing an item in a specific location.
Je vais placer ce livre sur l'étagère.
I am going to place this book on the shelf.
'Placer' here refers to using or positioning items wisely or effectively in a figurative manner.
Il sait placer ses mots avec élégance.
He knows how to place his words with elegance.
In this instance, 'placer' is used in the context of allocating or positioning financial resources or efforts strategically.