06 Sep 2011
Campaign Targeting Tips in AdWords
Every AdWords user has to ask themselves if they are reaching their audience effectively. Whether it is figuring out if your ads are appearing on relevant pages or looking into the details of ROI by geography, it is important for you to take time to analyze the details of your campaign. The following tips and tricks will remind you of the most important things to remember when organizing a highly effective campaign.
Your AdWords account is made up of one or several campaigns, and it is up to you to choose how you want them organized. AdWords allows you to name your campaign based on the targeting settings. You can do this by using the “Settings” tab, and from there you can further customize the settings. Within this tab you can target your ads to reach specific geographic regions and even set the language to match that of the primary audience of your ad. This can be very helpful in markets like Los Angeles, New York City and Phoenix (just to name a few), where populations are diverse. In order to reach the most people possible, setting up an additional campaign for Spanish speakers can be a great way to reach a higher volume of people. Keep in mind however, that you will want to actually write and submit your ad in that language.
Separating campaigns by geographic regions can be helpful when analyzing the overall ROI of your efforts. By using Google Analytics (after you link your AdWords account and set-up auto tagging), it is easy to distinguish who is responding most to your advertising message. Your findings here should influence the keywords that you choose in the future. Google Analytics reports your total advertising costs, revenue and ROI for each of your campaigns, broken out by region.
You also have to decide whether you want your ads to appear exclusively in Google search results, on the Google content network (on relevant sites). Keep in mind when choosing “Content”, your ad may appear on a few major sites like wallstreetjournal.com, but it can also show up on any of thousands of other smaller sites that may not be as relevant. View the Networks report to see the ROI and conversions of keywords spurring ads that appeared on the Google Display Network.
The most important targeting you will want to do is separating your campaigns by AdGroups. Instead of putting all of your keywords into one group, create separate ones to address specific needs of an audience. For example, let’s say you are an interior decorator. You offer services for residential homes, but you also serve commercial and business needs. You would want to create two AdGroups, one for Residential Interior Decorating and one for Commercial Decorating. This way you can target your keywords so that the most appropriate service appears in the Google search results. You can also create AdGroups to serve different geographic regions (NYC Apartment Interior Decorators or Los Angeles Commercial Decorating) or speakers of different languages, as was mentioned earlier.
Monitoring conversion rates for each of your AdWords campaigns will show you which targeting guidelines are most effective. You can make sure that your headlines, or the first line of text in your ads, are different so that you can look at the separately in the Analytics reports.
These targeting tips will help you create a well-organized campaign. This will help you target largest number of people possible in your desired audience. Using Google Analytics and AdWords reports to examine the details of your ads’ performances will give you valuable insight on how to tailor your advertising efforts.