Pay-Per-Click Advertising Tips 6 – Ad Budgeting and Targeting

Don’t forget to check out part one (keyword selection), part two (keyword traffic estimation), part three (ad creation), part four (ad testing) and part five (bidding strategy).

Google offers several options for customizing your budget as well as your target audience through its AdWords interface. Using these tools can help ensure that you are making the best use of the funds you have allocated to your AdWords program. 

To access any of the options described below, access the Settings tab of your campaign.

AdWords Budgeting

AdWords allows you set a daily budget that you can edit at any time. There is no weekly/monthly minimum that you must spend. You can also start and stop your campaign(s) at any time.

In addition to setting your daily budget, you can also set the rate at which it is depleted throughout the day. The Delivery Method setting can be set at Standard or Accelerated. Standard is the best choice if you’d like your ads to run over the course of the day rather than being used up as quick as possible. However, if you are not targeting very popular keywords or have a very large budget, Accelerated may make sense for your account.

AdWords Targeting

You have many options to help ensure your AdWords reach the right target audience at the right time.

  • Language – This setting is pretty straight forward. Do your customers speak different languages? If so, you can target them here. Remember though that Google does not auto-translate your ads. The best approach for ads targeted at non-English speaking customers is to create a specific campaign with ads written specifically for that language. 
  • Location – An auto repair shop in Kansas is probably unlikely to gain any new customers who are searching from Ohio. This is why Google lets you target your ads to a specific location. You can target ads by state, city or even zip code.
  • Devices – Some brands may prefer to share a different message with customers on mobile or tablet browsers versus desktop computers. The default option is to use the same ads on all devices.
  • Timing – The Ad Scheduling option allows you to customize which time of day and day of the week your days will run. Do you customers tend to visit your site more on nights and weekends? It may make sense to turn your ads off during the weekday daytime so that your budget is being used when you’re most likely to be attracting customers.
  • Network – Google gives you option to run your ads on its Search Network, Display Network or both (default). The Search Network ads appear within the search results of a Google (or other network search engine) search. The Display Network consists of both Google sites as well as its partner sites. You can target these sites by keyword, topic or remarketing campaign. For instance, if you were targeting someone looking for a new car, your ads may appear on site similar to the one below. Display ads work a little more like banner ads because the person was likely not searching specifically for the product/service that your ad offers, they just happened to be browsing a related site. Thus, display ads tend to have a lower click through rate when compared to search network.

Make sure you take a look at your campaign settings before starting your next AdWords campaign. Making the right choices here can save you significant dollars in wasted clicks going forward.

Learn more about our paid search services or signup for a free pay-per-click report on the Skoda Minotti Strategic Marketing website.

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