 He became the Princeps of Rome in 27 BC under the name Augustus, and planned for the temple to be built in a new forum named after himself.Augustus used social propaganda by continuing Julius Caesar's will to create a Temple to Mars Ultor "greater than any in existence," by placing it within the Temple, linking himself to his divine adopted father, obtaining a strong link to the Roman population through their love for the deceased dictator.The land the Forum was to be built on was already owned by Augustus himself.