Targeting is the most important area for successful advertising.
If the targeting is wrong, it doesn’t matter how great the ad copy and landing pages are- the advertising objective will not be reached.
Targeting on the Google Search Network is achieved through:
1. Keywords Selection for standard text ads,
2. Website content for DSA (Dynamic search ads)
3. Product attributes for Shopping Ads.
4. RLSA – keywords combined with past website users. Retargeting for Search.
All three of these targeting options can also combine with your remarketing audience across the Google Search network.
What is Keyword Targeting?
Keywords are words or phrases you choose to match ads to users based on the search terms they enter into Google. Selecting high quality, relevant keywords can help reach qualified prospects later in the buying funnel than most other types of advertising.
Keywords can be split into three main categories, namely: 1. Informational, Transactional and Navigational.
Transactional are searches looking to complete an action- and typically have the more commercial intent and later in the buying funnel. This makes transactional searches popular with advertising, while informational searches are often targeted by using a blog.
How to Find Keywords
The Google keyword tool can be used to find new keywords using either your website content or by selecting a stem/root keyword for expansion.
Google Webmaster search analytics queries report can also be used to find new keywords for Adwords. Google webmaster can also be linked to Adwords to see organic rankings vs ad rank/position.
Keywords can also be used on the Google Display Network keyword selection should be related to the content of the websites your customer’s and prospect’s visit.
Keywords for Google Display Network Advertising
Keywords work differently on the Google Display Network. Instead of matching searches entered into Google, keywords match the web page content. This allows advertisers to show adverts next to content related to your industry.
Using the Google Keyword Tool- now called Google Keyword Planner
The image below shows an example of a keyword plan created in the keyword tool. This area is most useful for new advertisers to understand metrics like search volume (amount of searches), first page and suggested bids, and more.
The image below shows how to use the names of products or services for Keyword generation using the Keyword tool.
The Google keyword tool is an important planning tool that needs to be used as close to the start of the process as possible.