Create the Application Area (select NEW: Application Area).
Add any QFL's etc that you require here, and give it a logical name.
In ALM 11.52:
Go to the 'Automation' tab for your Component and click the 'Add Automation' button.
(By default this will convert your Component in to a QT-KW (keyword) Component.
You can choose to select 'Scripted UI' from the drop down list, but I suspect you'll want Keyword UI.)
You can now click the 'Select Application Area' button.