Targeting Google Adwords Campaigns Keywords to Appear on the Search Network

  1. Keywords are words or phrases that are relevant to your product or service.
  2. Location and language: Location targeting can help focus your advertising on the areas where you’ll find the right prospective customers, and restrict it in areas where you won’t. Restrict your ads to a country, individual region, a specific city, or a radius around a location. Language targeting shows your ads to customers who speak a particular language, based on  Google interface language settings.
  3. Device Targeting the search network: Show your ads to the right people across all devices, based on their specific location, time of day, and device type.
  4. Audience targeting on the search network: Show your ads to people who have previously visited your site by using remarketing lists for search ads (RLSA). You can also target based on household income.

Targeting Google Adwords Campaigns Keywords to appear on the Display Network

  1. Audience targeting is based on ‘Who’ your audience is to reach specific groups of people.
    1. Audiences: Depending on your advertising goals, you can choose the audience that best matches your prospective customers. To drive brand awareness, use affinity audiences to reach TV-like audiences on a broad scale.
    2. Interest categories: Show ads to people with specific interests, regardless of whether or not your ad correlates with the particular topic of the page they’re currently on, or the app they’re using.
    3. Remarketing: Reach people who’ve previously visited your website while they visit other sites on the Display Network.
    4. Demographics: Reach people based on age, gender, and parental-status demographic groups that you choose.
  2. Contextual targeting is based on ‘Where’ your audience is and will match your ads to sites or pages (also known as automatic placements) based on the keywords or topics you’ve chosen. Here’s how:
    1. Keywords: Choose words or phrases related to your product or service so Google can automatically target your ads to websites that your customers visit on the Display Network. When your keyword matches a webpage’s concepts or central theme, your ad is eligible to appear on that webpage.
    2. Topics: Similar to keywords, place your ads on website pages about the topics that you choose. Instead of developing a list of keywords, you choose categories of information.
    3. Managed placements: Choose where you’d like your ads to appear based on websites your customers visit on the Display Network. Google will only look at chosen sites (managed placements) when searching for relevant places to display your ads.
  3. Location and language targeting – Just like the Search Network, you can choose language and geographic locations such as a country, region, or city where your customers are located.
  4. Device targeting – Just like the Search Network, show your ads to the right people across all devices, based on their specific location, time of day, and device type.

Targeting Google Adwords Campaigns Keywords should help customers Find you by thinking like a customer, organizing by theme, knowing when to use specific vs general keywords, using negative keywords, and using the keyword planner or display planner. Display Planner basics.

You can use match types to control which variations of your keywords cause your ad to show to potential customers.

  1. Broad match
    1. Ad triggers: Keywords and close variations (synonyms, misspellings, etc.)
    2. Benefit: Shows ads most broadly with least amount of setup; Spend less time building keyword lists: You don’t have to think of every possible keyword variation — our system does the work for you. 20 percent of the searches Google receives each day are ones we haven’t seen in at least 90 days. This unpredictable search behavior can make it nearly impossible for you to create a keyword list using an only exact match that covers all possible relevant searches. Spend your money on keywords that work: If your ad receives no clicks on a particular keyword variation, our system will quickly stop showing your ads for that and similar search terms.
    3. Do this: Do nothing – this is the default for all searches
    4. Cons: broad match keywords may contribute to a low-Quality Score if your keywords appear relevant for too many search terms.
  2. Broad match modifier
    1. Ad triggers: Same as Broad match but excludes synonyms
    2. Benefit: More targeted, can increase clicks and conversions
    3. Do this: Add plus sign ( + ) before terms
  3. Phrase match
    1. Ad triggers: Exact phrase and close variations
    2. Benefit: More targeted; Clickthrough rate (CTR) with exact and phrase match because your ads include the exact terms customers are searching.
    3. Do this: Add quotes (“ ”) around term
  4. Exact keywords and close variations
    1. Benefit: Narrows ad’s potential audience the most
    2. Action: Add brackets ([ ]) around term
  5. Negative Keywords
    1. Benefit: Prevents ad from showing on unrelated searches or websites
    2. Action: Add minus sign ( – ) before terms that should never trigger ads
    3. Ad triggers: Searches and site visits that exclude keywords

About keyword matching options for Targeting Google Adwords Campaigns Keywords:

  1. The AdWords auction: Each eligible ad enters the auction to determine if it will be shown, position on the page, and how much the advertiser will pay. The auction ensures advertisers get the most value by ensuring consumers see ads that are most relevant to them.
  2. Quality Score: The 1-10 Quality Score reported for each keyword in your account is an estimate of the quality of your ads and associated landing pages. A landing page is the first page a user lands on after clicking your ad. A high-Quality Score means that our systems think your ad and landing page are relevant and useful.
  3. Ad Rank: the value that’s used to determine your ad position and whether your ads will show at all. Ads with the highest Ad Rank get the most desirable placements on the page.; Bid + Format Impact + Quality = Ad Rank; Raise your bid, enable ad extensions, or refine your keyword list to better match your ads. Your Ad Rank is a score that’s based on your bid, auction-time measurements of expected CTR, ad relevance, landing page experience, and the expected impact of extensions and other ad formats.

“To improve your ad position, you can increase your bid, improve the quality of your ads, or improve the quality of your computer and mobile landing page experience. The Keyword Planner is your friend!”

Media Cost Models for Targeting Google Adwords Campaigns Keywords:

  1. Raise brand awareness (CPM): Pay every time the publisher serves your ad: Cost per thousand impressions
  2. Drive traffic to my site/increase sales (CPC): Pay each time someone clicks on your ad, regardless of what happens after the click.
  3. Increase sales (CPA): Pay only if a user sees an ad on the publisher’s site and later makes a purchase or completes some other desired action on your website. Publishers take on more risk when using the CPA model since there’s no guarantee that someone will click the ad; Pricier but higher returns. Set up conversion tracking, cross-account conversion tracking or by importing data from Google Analytics. Turn on Conversion Optimizer. Conversion Optimizer uses historical information about your campaign, and automatically finds the optimal equivalent CPC bid for your ad each time it’s eligible to appear.
  4. Raise brand awareness but only pay for impressions measured as viewable: vCPM: Pay every time your ad is displayed o the screen. The “v” means the ad is viewable, which is defined as 50% of the ad being shown on the screen in one second.
  5. Increase video views (CPV): Pay for people watching or interacting with your video ad, like clicking on a call-to-action overlay or companion banner ad.This is the default option for video ads.

Experimenting Targeting Google Adwords Campaigns

Increase mobile bids for ad groups with strong mobile conversion rates. You can create a draft of your campaign and set different mobile bid adjustments for those ad groups — without impacting your campaign. Antoine calculated Fiona’s return on investment for a month’s period by subtracting her overall costs from the number of conversions (or revenue driven by her campaign) and dividing that number by her overall costs: (US$9500 – US$8000) / US$8000 = .18 or an 18% return on investment. To improve Fiona’s ROI of Targeting Google Adwords Campaigns, Antoine takes a closer look at which keywords are resulting in the highest cost-per-conversion and lowers the bids for those that aren’t meeting her goals. Use data from the Search terms report to identify keywords that are highly relevant to Fiona’s products and adds them to the campaign. Add, edit, or remove your keywords. Make changes to your ad including a clear call-to-action to drive purchases and changing the landing page so it’s more relevant to people who are ready to make a purchase



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