- How ads are targeted to your site? A Full List of Targeting Options in Google AdWords - Digital marketing

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Sunday, 24 September 2017

How ads are targeted to your site? A Full List of Targeting Options in Google AdWords - Digital marketing

Every second, there are 2.3 million searches performed on Google, and the majority of search results pages include Google ads. Paid for by businesses, Google ads can be an extremely effective way of driving relevant, qualified traffic to your website exactly when people are searching for the types of products or services your business offers.

In this article, you’ll learn what Google ads are, how Google ads work, and why you should run your own Google ads.

What Are Google Ads?

Google offers advertisements which appear in search results on google.com with the use of Google AdWords or advertisements that appear on other websites through the Display Network and Google’s AdSense program.

Now, the question is how the google target customers?

Google AdWords may not have the deep interest targeting Facebook is known for, but it certainly has as much targeting as it has data available. Google just doesn’t have access to the people-centric bits of data, which is what makes Facebook’s Atlas experiment so noteworthy. Google’s primary advantage is their breadth of exposure, whereas Facebook is limited to their own site. With Atlas, Facebook takes over. But, that’s neither here nor there.

What can you use to target AdWords ads? Well, depending on what you’re looking for, you’ll either be pleasantly surprised or sorely disappointed. Where Google has data, they have deep data with robust options. Where they don’t, they have nothing.

  • Contextual Targeting

Show ads on sites related to your keywords.

Keyword Contextual Targeting delivers relevant messages to users based on the type of content they consume. You can connect with interested consumers at the exact moment they’re actively engaged in highly relevant content across the entire Google Display Network.

Keyword level contextual targeting enables you to:

  1. Find engaged consumers who are interested in what you sell.
  2. Use keyword-level targeting and bidding to reach your best customers.
  3. Add extra power with remarketing, frequency capping, exclusion controls and other targeting tools.
  4. Keep your brand safe by making sure your ads don't appear next to undesirable content.
  5. The Google Display Network reaches 92% of all Internet users in the U.S. It's a terrific way to find new customers and grow your business.

  • Location Targeting and Language Targeting.

Location targeting allows you to make your ads only display on queries originating from certain areas. It also allows you to exclude specific areas.You are able to specify countries, states, provinces, cities, counties, zip codes, and even congressional districts. When you select a location, Google will offer you suggestions as to other locations. You can choose to add, exclude, or “nearby” each location.

Language targeting allows you to choose the language of the sites that you'd like your ads to appear on. We'll show your ads to customers who use Google products (such as Search or Gmail) or visit sites on the Google Display Network (GDN) in that same language. Keep in mind that AdWords doesn't translate ads or keywords.

  • Device Targeting

Device targeting allows you to limit your ads to only appear on certain devices. Typically, this is the divide between PCs, laptops, smartphones and tablets, or the convergence of any of them.

You can also specify device targeting based on the location of the device, or the time of day. This allows you to, for example, target ads at PCs during work hours and mobile during off-work hours.

  • Topic Targeting

Show ads on pages about specific subjects.

Topic targeting is a close cousin to interest categories, but based on sites rather than audience. Pick a topic like travel, entertainment, or fitness, and Google will show your ads on groups of quality sites related to that topic.

This is an easy way to get exposure on many relevant websites, without needing to target them one by one. You'll find topic targeting under the Display tab in the main campaign dashboard of your account.

  • Placement Targeting

Similar to the previous two types of targeting, placement targeting requires that you create a list of approved websites, videos and apps for which your ads will be displayed. You manage this list within AdWords and can change it at any time.

  • Interest Categories

Show ads based on user interests.

Travel ads for travel fans: that's the simple goal of interest categories.
This form of audience targeting lets you target people whose online behaviors show they share a common interest, like sports or travel. Then you can show them highly relevant ads wherever they are online.

Web users can even identify their own interests through the Ads Preferences Manager, so they see the ads they want while helping advertisers reach their very best audience.

  • Re-marketing

Retargeting, also known as remarketing, that can help you keep your brand in front of bounced traffic after they leave your website. For most websites, only 2% of web traffic converts on the first visit. Retargeting is a tool designed to help companies reach the 98% of users who don’t convert right away.
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