Chapter 3 - Targeting

1. Chapter 3 - Targeting Search queries make up 5% of all pages viewed on-line

2. Different Networks… • The Google network is split into Content and Search • Search - (AOL, EarthLink, Ask.com) • Content - (Food Network, HGTV, Lycos, nytimes.com, howstuffworks)

3. Keyword vs. Content • Keyword-targeted ads can appear across search and content pages in the Google Network. • Google uses search targeting to match keywords to search queries on search sites. • For content pages, Google uses contextual targeting to match keywords to webpage content.

4. Placement ads on Content only • Placement-targeted ads can appear only on pages in the content network. The advertiser chooses a specific audience and site, or portion of a site, to target. • If the ad group also has keywords, the keywords and placements will work together to determine where ads should appear.

5. Is it relevant? • Google displays ads in the search network and in the content network based on relevancy factors. • You can test different results by creating two separate campaigns — one targeted to the search network and one targeted to the content network.

6. What does your ad look like? • The appearance of your ads may vary slightly among Google Network sites to match the look and feel of different webpages. • Google automatically formats your ads for you. • AdWords ads are always clearly labeled as advertising-related links.

7. Ads • Text ads can appear on search pages and on content pages. • Ads that contain graphics (like image ads and video ads) can only appear on content pages.

8. Google maintains a high standard for the quality of both AdWords ads and the websites that display these ads. • All sites in the Google Network are constantly reviewed to ensure that ads appear on appropriate and relevant pages, even as content on the page changes.

9. Google evaluates your ad's performance on a case-by-case basis for each site your ad appears on.

10. What is smart pricing? • Google uses "smart pricing" technology for clicks made in the content network. • Ads in the content network sometimes return lower conversion numbers than ads in the search network. • To make up the difference, smart pricing automatically lowers the cost of these content clicks.

11. Placements vs. Keywords • Mixing placements with keywords in the same ad group is also a good way to refine content network campaigns.

12. Placements always fill the ad • a placement-targeted ad always fills the entire ad position (space reserved for ads on a page) itself. This means that only one placement-targeted ad appears on a content page.

13. CPM or CPC ? • The content network lets you bid for ad space in either of two ways: with the classic cost-per-click (CPC) pricing, or with cost-per-thousand impressions (CPM) pricing.

14. How do you decide where to show your ad? • When a user searches Google or sites across the Google Network, we'll determine to show your ad based on the user's: • * Google domain • * Query entered (called query parsing) • * Internet Protocol (IP) address • * Language preference

15. Targeting • Region and city targeting usually works best for region-specific businesses, such as boutiques, stores, restaurants, or hotels. • If you sell flowers and only deliver in the Ann Arbor area, you should target your campaign to that area only.

16. Customized Targeting • Customized targeting is best suited for advertisers with an audience in very specific areas. If you select the customized targeting option for your campaign(s), your ads will only appear to customers searching for results within (or located within) a specified distance from your business or within the area you define. • Additionally, customized targeting doesn't limit you to the cities and regions offered by region and city targeting.

17. Customized Targeting • When setting up customized targeting, you have three options: • enter a physical address, • select a point on the map, or • enter multiple latitude and longitude points to form a polygon.

18. Keyword options: • You can apply the following matching options to your keywords: • * Broad match • * Phrase match • * Exact match • * Negative match

19. Keyword Options • Here are some things to consider: • * Broader matching options tend to give you more impressions but accrue higher costs. • * Broad-matched keywords should be at least two-word phrases (gourmet coffee or organic coffee beans). • * Narrower matching options tend to give you fewer clicks and lower your costs. It's still important to use descriptive words for these matching options. • * Negative keywords work well in most cases when you know a term doesn't apply to your business.

20. Ad Group Combos • you have three possible ad group combinations: • keywords only • placements only • keywords and placements both

21. TargetingSearch vs. Content

22. Review & Refine-continually! • Tracking how your ads perform is important in determining what works and what doesn’t. • With proper data, you can make a more informed decision about how to adjust your messaging, keywords, and bids for the greatest success.

23. Why Use Placement Targeting? • Creating a campaign with placements only is often a good choice for advertisers who want to promote a brand or a new product to a specific audience. • With placements, you can select the exact sites where you want your ads to appear.