AdwordsTip.com

Many online advertisers - especially SMBs face the challenge of launching an online marketing campaign on a limited budget. When this is the case, it is important that every dollar is spent wisely and targeted to a relevant audience. One way advertisers can ensure that their ad budget is not going to waste and that they are reaching their audience is by customizing the targeting options available within Google AdWords.

Search vs. Content Network
As a general rule, search placements tend to cost more relevant than content network ads. However, Search placements also tend to convert at a significantly higher rate ultimately driving a higher number of conversions at a lower CPA.

Recommendation: Start with Search network and expand into content network (don’t forget to reduce bids on your content network ads).

Geo-targeting
Another way to ensure you are getting the best “bang for your buck” is to ensure that you are only targeting your ads to relevant geo-targeted locations. Many SMBs, especially service related businesses have a limited serviceable footprint. Don’t waste your marketing budget targeting users outside of your serviceable audience.

Recommendation: Activate geo-targeting to syndicate your ads to your target audience.
1.) In Campaign Settings, scroll to the bottom of the screen and click on the Edit link under the “Target audience” sub-header.

2.) A pop-up of a map of the world will appear; from here you can set your geo-targeting preferences.
Determine the area you wish to target, set by radius, custom footprint, or select from a pre-populated list of cities.

Now you are all set, your ads for the specified campaign will only be targeted to the area/s you have designated. This simple technique will target your ads to a relevant audience.

Note: Geo-target settings are applied at the Campaign Level, if you have multiple campaigns – select them and repeat the steps listed above.

Filed under: Contextual Targeting, Location Targeting, Targeting Ads