<< INDEX

Chapter 3

Targeting

Search and Contextual Targeting

The Google Network

• Search result pages like Google do not make up the majority of the web pages viewed on the Internet
• Search pages make up 5% of web pages
• Google Network provides an alternative to search pages
• Google automatically formats your ad to match the look and feel of different network sites
• Text ads can appear on search and content pages while image ads can only appear on content pages
• You can set bids separately for both search and content page ads
• Fine tune your ads for search targeting by:
• Target specific languages and locations
• Choose highly relevant keywords
• Use keyword-match types
• A low CTR on the content network will not affect the ranking of your ad on search result pages
• A low CTR on content pages does NOT indicate that your ad is not profitable

Contextual Targeting

• An effective strategy for creating contextually targeted campaigns is to create overall keyword themes
• A Placement Performance Report provides the best information on your textually targeted campaign
• Use the site exclusion tool if you find that a particular site does not convert well over time
• Point all ads to the same destination URL
• Use the Google content network to:
• Increase awareness by using multiple ad formats
• Highlight your unique product to convert casual site visitors into buyers
• Use call to action phrases like “Buy now”

Placement Targeting

Introduction

• Ads with placement targeting do not share the ad space of a content page with any other Google ads
• Placement Targeting campaigns are useful for advertisers who want to build brand awareness
• Placement Targeted campaigns can be expanded text ads, image ads, or animated image ads
• Campaigns with placement targeting offer the ability to
• Expand your ad to fill all ad space on a page
• Pay on a CPM basis
• Choose which sites in which you want your ad to appear
• Exclude sites that do not provide a good ROI

Creating a Placement-targeted Campaign

• The Placement Tool gives you four different ways to choose placements on which to show your ad          
• The Site Tool helps you choose sites on the content network on which you wish your ad to appear
• You can choose sites based on categories, topics, similar URLs, or demographics

Pricing and Ranking

• Ads with placement targeting compete with keyword targeting ads
• In order for an ad with placement targeting to appear, it must outrank the effective CPM bids of the top four text ads with keyword targeting combined

Language and Location Targeting

How AdWords Targets Users

• Google does not consider a users previous purchasing history when determining whether to show your ad
• Google does not translate ad text
• Google determines the location and language of a user through:
• Google domain (i.e. Google.fr)
• Query parsing
• IP address
• Language Preference Detection

Language and Country/Territory Targeting

• Targeting ads to all countries and territories is ideal for businesses that sell products globally
• Country and territory targeting allows your ad to show anywhere in the locations you select

Region and City Targeting

• Helps keep your quality score high and cost low
• Appear in a different format than Country/Territory targeted ads – ads include the chosen region/city in the last line of ad text
• Best for businesses that sell in a specific region or city and want to avoid extra clicks from country wide users
• Use the names of cities and regions you do not want to advertise to as negative keywords

Customized Targeting

• Customized targeting is best if you wish to reach an audience in a very specific area
• It is possible to target an audience within a specified radius of your business location
• Three types of customized targeting
• Create a circle around a specific address
• Create a circle around a specific point (latitude/ longitude)
• Multi-point  or polygon
• With multi-point targeting you can create target areas of any shape or size

Keyword Targeting

Keyword Matching Options

• Four types of keyword matching
• Broad – reach the widest audience/ allows other words included in search query, mixed order of words, related words (i.e. car = buy used car, used car = car used, car = vehicle)
• Phrase – triggers ad to appear when your keyword phrase is included in a search query/ can include extra words before and after keyword phrase (i.e. “buy car” = buy car cheap)
• Exact – most precise method of targeting/ triggers ad only when precise phrase is searched (i.e. [buy new car] = buy new car)
• Negative – prevents ad from appearing when irrelevant keywords are present (i.e. ‘buy toy car’ won’t show your ad if you specify toy as negative)
• The default setting for any keyword is broad-matched
• No punctuation is necessary for broad-matched keywords
• Quotes are used to specify phrase-match keywords
• Brackets are used to specify exact-match keywords
• You can change keyword match types at any time

Implementing Keyword Matching Options

• Broad-match keywords provide the best possibility for a high number of impressions
• Exact-match keywords will provide less impressions, but a higher rate of conversions
• You can use multiple keyword matching options for different keywords in the same ad group
• Negative keywords can be applied to an entire campaign or to specific ad groups

Combining Keywords and Placements

Combining Keywords and Placements

• AdWords ad groups can have keywords, placements, or both
• If a placement is targeted by both keywords and a placement, the individual placement bid will take priority
• The keywords and placements you choose, along with your campaign settings, determine where on the content network your ad will appear
• Three possible ad group targeting combinations
• Keywords only
• Ads can appear on search or content network
• Placements only
• Ads can appear only on content network and only on pages you have specified
• Keywords and Placements
• Ads can appear on search or content network
• Keywords and placements work together to determine where on content network ads will appear
• Once you have created an ad group, you can add or remove keywords or placements at any time
• Keywords and Placements work together
• AdWords first matches keywords with possible sites on the content network
• AdWords checks to see which placements match the possible sites
• You Choose
• Search network – Google and/or search partners
• Content Network – Relevant pages across the network or relevant pages only placements targeted
• A Placement Performance Report (PPR) lets you see which sites are providing the best conversions for your ad

Terms to Know

IP Address- Internet Protocol Address is a unique number assigned to each computer connected to the Internet
Query Parsing- Google uses the query entered into the search field to determine what language and location ads should show
Content Pages – web pages in the Google Content Network that show AdWords ads
Contextual Targeting – targeting determined by the page a user is currently on
Broad–Match Keyword – trigger ad from a search query including related words or mixed words
Phrase-Match Keyword – Ad triggered when keyword phrase is included in the search query
Exact-Match Keyword – Most precise method of targeting/ triggers ad only when precise phrase is searched
Negative Keyword – Prevents ad from appearing when irrelevant keywords are present in a search query

<< INDEX

Chapter 1: Introduction to AdWords
Chapter 2: Getting Started with AdWords
Chapter 3: Targeting
Chapter 4: Costs and Billing
Chapter 5: Tracking Ad Performance
Chapter 6: Optimizing Ad Performance
Chapter 7: The Adwords Toolbox
Chapter 8: Google Analytics
Chapter 9: Managing Client Accounts


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