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How Google AdWords targeting works

The magic of digital marketing and Google AdWords is the ability to confidently target your advertising towards the people you want to attract. And when you’re paying on a cost-per-click basis, maximising your spend to target the right people, at the right time, is crucial.

Google offers a number of ways to refine the target audience of your ads.

Keyword targeting

If you want your ads to appear when people search for your product or service, your keywords need to match the words or phrases that people search for. By creating a highly relevant keyword list, you increase your chance of showing your ads to the most interested customers.

Location and language targeting

The beauty of AdWords location targeting is that you can instruct Google to show your ads only in specific geographic locations. You can specify countries, areas within a country, a radius around a location, or location groups. Location targeting lets you reach your customers where they are and where your business can serve them.

How does Google determine who to show your ads to? There are several factors at play, including a user’s search term(s) and their computer’s IP address, which can establish its geographical location.

Targeting people on their Google language setting is also an important factor. You might want to consider targeting all languages as this will enable you to show your ads to multilingual customers, especially in Metro areas. Customers who speak more than one language might search in more than one language. For example, if you're a mobile locksmith servicing Nelson, including Richmond and Hope, make sure your campaign targets all of these areas.

Device targeting

Google AdWords also allows you to show your ads to people by device type. You can target specific device types e.g. tablet, smartphone and operating systems. For example, if you've recently set up a café in a busy shopping area, you may want to target your Google AdWords campaign to people with smartphones, to capture those on the move, looking for a quick bite while they are shopping.

These are the main targeting methods you can use when developing a Google AdWords campaign, but there is one more weapon in your arsenal - Audience Targeting.

Audience targeting

This clever form of targeting shows your ads to people who have previously visited your site. Even if people leave your website without buying, remarketing lists for search ads (RLSA) lets you reach out to these potential buyers when they search on Google using your keywords or visit other websites. You can show them an ad that will encourage them to return to your site and complete their purchase.

Yellow’s search marketing team have years of experience in targeting successful Google AdWords campaign. Let us know what you want to target and our team of digital experts will do the rest!

Give us a call on 0800 803 803 to find out more.