We all know Google is a powerful platform and AdWords accounts for over 30% of all digital marketing spend in the U.S.
Knowing this, it’s important to ensure your brand is not left behind when it comes to paid search.
However, say you have your budget, and your keywords, including your ads, are ready to go. Does that mean you’re ready to launch? No, not quite.
Don’t panic; below are some targeting considerations that make or break the success of your campaigns.
Strategically, SEM targeting settings fall into two categories:
- Some influence budget.
- Others impact on user experience.
Elements for Targeting Experience:
- Geography targeting
Check for Audience Insights
We all know of the audiences available in campaigns. Nonetheless, are you regularly checking and using those insights to adjust your messaging and landing page strategy periodically?
The audiences can:
- Confirm existing concepts of who your users are.
This is obviously based on their interests and demographic profiles.
Do not forget first-party audiences.
Here, you can use RLSA campaigns to:
- Upsell to some converters.
- Resell to past or non-converting users.
- Overall, this info provides you with valuable facts regarding behavioural elements of audiences who are or who are not converting.
It’s mostly self-explanatory. Customers in different geographic areas will likely buy various products at different times of the year.
So instead of piling up with added advertisers, think of prioritising locations and creating specific campaigns for those other high ROI areas so you can double down there.
Don’t forget that this granularity confuses campaigns management considerably, and the added time doesn’t always result in enhanced performance.
Radius targeting, Zip code, and DMA are, but if they are used at scale, their precision will quickly make your campaigns unwieldy. So this is really something for your business to give thought to.
Targeting Via Language
For sites which are available in multiple languages!
Don’t automatically go with the default campaign settings. Instead, consider if it is worth having multiple campaigns targeting users in different languages.
Also, remember that diverse understandings of your brand values and different attributes should be addressed using varying degrees of formality.
Our Tip of the day is for you to: Localise ad messages and adapt page content to singular language user groups to address varying cultural preferences.