In: Categories » Internet and online » Internet advertising » How to target your Google Adwords Campaign
Sometimes you may want to create a new campaign rather than add a new ad group. Language and geographical targeting are established on a campaign level. If you want to isolate different regions with different ad text, you can create a new campaign with specific location and language settings to be sure that your ads are relevant to the users who are searching for them. You can also set separate daily budgets at the campaign level. Many advertisers create a separate campaign for trademarked terms.
Trademarked terms tend to lead to a much higher conversion rate than nontrademarked keywords and therefore should be shown at the highest position in the sponsored results. Having trademarked keywords in a separate campaign allows you to set a higher daily budget and separate these unique metrics from the rest of your account, which results in more traffic and more accurate reporting. Google AdWords allows you to set specific start and end dates for any campaign. You may not want to run certain keywords all year long, but only during a holiday season. If you keep these keywords separate from the rest of your account by placing them in a separate campaign, you can set them to automatically turn on and off when you want them to. You do not ever have to worry about forgetting to run a promotion again.
Finally, Google allows you to run your ads on various partner networks outside of Google.com. You can choose to run your ads on just Google.com, or you can choose to run them on the Google Search Syndication Network, which includes Web sites such as AOL.com, Ask.com, Netscape.com, and many others. Google only allows you to show your ads on all or none of its partners. You do not have the option of choosing among various network partners. The network participation setting is exclusively available at the campaign level. Before you opt out of Google’s Syndication Network, you may want to test your ads on the various networks to maximize your returnon- investment.
Google’s targeting features work in a number of different ways to ensure that your location and languagetargeted campaigns are delivering ads to the correct user demographic. The first thing Google verifies is the user’s IP address. An IP address is a unique number assigned to each computer connected to the Internet and usually denotes a general physical location.
Google also has over 100 country-specific domains such as .com and .fr. A keyword targeted to France appears only on www.google.fr, which is the URL used to access Google in France. This is another way that Google ensures that your ads appear when you specify a geographic location. Another Google AdWords targeting option is query parsing. For example, if a user searches for the keyword “Philadelphia bookstores” and you have the keyword “bookstores” targeted to the Philadelphia geographic region, your ad will appear to that user.
Another variable you can use to target users is through Google’s language preference feature. Be careful at the campaign level when you select a language other than English to display ads in English-speaking locations such as the United States, Canada, and the United Kingdom because your language preference applies to all ads within the campaign.
Write Effective Ad Copy
Each of your Google AdWords text ads contains exactly four lines of text. Although text ads have limited space, you can maximize that space with effectively written ad text. The ad consists of a headline, two lines of description, and a display URL that tells users what site they will visit when they click the ad. Specific character limits exist for each line of text. A headline can be up to 25 characters long, and the description lines may contain up to 35 characters. For a complete list of requirements, consult the AdWords Editorial Guidelines at www.google.com/grants/ guidelines.html.
The headline of your ad should be as closely related to the keywords within the ad group as possible. If a keyword appears anywhere within a text ad, Google shows that word in bold text, and your ad has a better chance of standing out among competitors. With regard to the description lines, you should be as specific as possible about the service your Web site offers. Avoid vague calls to action or hyped-up slogans. You want users to know exactly what to expect when they visit your page. Remember, you are paying every time your ad is clicked. Be honest and clear so that customers click your ad only if they are motivated to make a purchase on your site.
The display URL must accurately represent the page the user is being directed to or Google will not show your ad. The display URL does not, however, need to be a real address. For example, if you are targeting users in New York City, you may want your display URL to show as www.Website.com/NYC, even though this is not a real page on your Web site. Your display URL helps target your ad; users may feel your Web site is more relevant to their specific needs and therefore be more likely to click your ad instead of a competitor’s ad.
Google AdWords includes a useful feature called Dynamic Keyword Insertion, which allows ad text to automatically be inserted into your ad based on the specific keyword a user types into the search engine. Using Google’s dynamic keyword insertion functionality is a highly effective technique and recommended in most instances.
When used correctly, it allows Google to automatically enter the user’s search query into the text of your ad. To use Google’s dynamic keyword insertion, you have to add the following info to your ad text: {keyword:}. Here is an example of dynamic keyword insertion being used in the headline of a text ad: {keyword:Shop For Books Here} If the user searched for a keyword that was too long to be displayed in its entirety, Google would default to the back-up phrase entered and the headline would appear as “Shop For Books Here.”
Experiment with this technique in every line of your ad and see what works best for you. It is an easy way to make sure your ad copy is precisely targeted to the customer’s needs without having to create a specific ad group and ad for every keyword in your account.
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