Google Adwords Targeting Best Practice

Google Adwords offers a rich set of targeting tools. Targeting people who are searching for items you sell is a great way to find an interested audience.

Google Search Network

People search for words or phrases similar to your keywords on Google, you can display your ads alongside those search results.

Locating targeting helps you to focus on finding customers around your location. You are able to restrict your ads to a country, individual region, a specific city, or a radius around a location.

Language targeting allows you to show your ads to customers who speak a particular language.

You can use audience targeting to show ads to people who have previously visited your website. Plus you can target based on household income.

Google Display Network

You are able to choose an audience which best matches your prospective customers. Using interest categories helps to further refine your audience. You are able to remarket to people who previously visited your website. And last but not least you are able to target based on demographics (age, gender, parental-status etc.)

You can also use contextual advertising targeting options where you target customers are. For example:

  • Keywords or phrases relating to your product will find relevant websites with similar content.
  • Topics in relation to your product’s keywords, your ads will be shown on website with a similar topic.

Targeting is only as good as your keyword planning.

Keyword Planning

You need to put together a plan and list of effective keywords. The first step in getting this right is to think like a customer. How would you ideal customer search online for what they are looking for? Think of a specific keyword search phrase for each of your products and services.

Then organize your ad groups by themes. Your categories of product and services. Get specific on your keywords and avoid general one keyword search teams. For example instead of ‘shoes’, use ‘boys athletics shoes age 7’

Be sure to list your negative keywords. This ensures that your ads are not shown to people who will not be interested. In reference to above, the negative keywords would be ‘men’s’ ‘ women’s’, as you are targeting children.

And lastly be sure to use Google’s keyword planner tool so Search Display and the display planner for Display Search, to discover other trending keywords relevant to your ad group. Using the historical cost-per-click (CPC) estimates, you will be able to see real-time forecasts that show how your campaign might perform based on a given bid and budget.

Match Types

You can use match types to control which variations of your keywords cause your ad to show to potential customers. Here is a list of the match types available:

  • Broad match – this is the default setting, your ad triggers when keywords and close variations match (synonyms, misspellings, etc.)
  • Broad match modifier – same as a broad match but excludes synonyms. This setting is more targeted and can increase clicks and conversions.
  • Phrase match – Exact phrases and close variations for deeper targeting. Be sure to include ” around your term.
  • Exact match – Exact keywords, narrow ads potential audience. Be sure to add [] around the term.
  • Negative match – searches and sites that exclude negative keywords. This prevents your ads from showing on sites not relevant.

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