Targeting The Right Customer Segments With Google Adwords

In the last several years, an increasing number of companies have included Google Adwords as a significant portion of their advertising budget

. Success, however, requires more than simply spending money. A critical part of achieving measurable results is campaign optimization in order to target the right customer segments and lower the overall cost per conversion. Fortunately, Adwords offers many tools to properly optimize a campaign, including the following:

Locations and Languages

If a product or service is applicable only to select countries or language, this is an opportunity to focus on the appropriate options. For example, if a website is only available in English, it would be wise to only target English-speaking users. Bringing visitors who do not speak the language would likely result in a high bounce rate and wasted resources.

Networks and Devices

Through the network settings, users can set where the ad will be shown. This is divided into two subcategories - Google Search and Display Network. By selecting Google Search, ads will be displayed next to organic search results. Visitors who come through this channel tend to cost more but also convert better.

By selecting Display Network, ads will be displayed on sites who have signed up to be advertisers. Google allows users to either advertise on all pages it deems relevant to users' ads, or select specific websites where users would like to show their ads. Clicks originating from the Display Network tend to cost less but also be lower quality.

The Devices section enables users to select whether ads will be shown on all devices with an Internet browser or only some portion (e.g., computers, mobile devices, etc.). If a landing page is not properly optimized to handle mobile devices, advertising on these devices will also result in a higher bounce rate and a lower conversion rate.

Schedule

Through this section, users can decide what days and times to run ads. For example, if the advertised product or service is targeted at professionals in the workplace, targeting weekdays and normal work hours will likely result in higher-quality traffic.

Demographic bidding

Finally, users can select the gender and ages of people to whom Google should show their ads. While Google does not know with certainty who is seeing the ad, it has collected tremendous amounts of information to better inform this process.

While the optimization process is a continual learning process, companies that invest the proper time and energy can expect higher-quality traffic and a lower cost per conversion as their ads are shown to the right customer segments.

by: Dav Gra

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