Using Google Adwords for Effective Online Marketing - Adwords Ad Targeting Tips
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If you want to target your ads even more, there are several ways to do this. The first step in narrowing your target is to use the 'Phrase Match' feature in Google AdWords. This will limit your ad to be displayed to those searches which include your search keywords or keyword terms in order. To make use of 'Phrase Match' feature, you would need to wrap your keyword terms in quotation marks. For example: "Hershey's Kiss". Then only those terms that include both Hershey's and Kiss in that order will display your ad.
Another method used to refine the ad distribution is done using the 'Exact Match' option. This is very useful for increasing click through rates of ads performing poorly. The 'Exact Match' option will only show your ads when the exact search phrase is entered. The 'Exact Match' feature is activated by placing brackets around your search term. In our example, we would use [Hershey's Kiss]. Now only the exact term 'Hershey's Kiss' will display your AdWords ad.
Geo Targeting
Take a look at Geo Targeting for further specificity. With AdWords, you can target where your ads are to appear in specific geographic locations. This can be defined by country, region, state, and even local cities only.
The local pizza restaurant in your town would use Adwords to target new local pizza lovers, but for them to advertise somewhere that they do not deliver their famous pizza would be a complete waste of their money. However if that local pizza shop has stores or customers spanning a few different states, then it would be a good idea to run ads in the different states with low bids on keywords which will build the brand name.
Get Creative with Adwords
As mentioned above, Adwords is a good way to build brand name by bidding on keyword terms involving your brand or are directly related. Adwords can also be useful in market research. Have a new product idea or perhaps a new domain name you want to run a website on? Place ads for the new product idea or split test the domain name with others, and let the users’ clicks tell you which they like best.
As you can clearly see, Google's Adwords program is designed to be able to give you a plethora of marketing information and data which is free for anyone to use.
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