Targeting the right people, at the right time, with the right message is the general way of describing what advertising is to someone with no previous marketing knowledge. It is possible to connect on all three of the previous points by using Google AdWords.
Targeting the right people can be achieved through…
- Keywords – Use relevant words or search phrases to connect an advertisement to what your potential customers are Googling. This allows a business to secure more views than their competitors by capitalizing on the most relatable search phrases and words. For example, if a vineyard/winery/tourist destination in Chile were to advertise with Google, they may consider connecting their brand to the phrase “Chilean wine” or “Vineyards in Chile” to only name a couple of options. When a business uses this to target potential customers, their ads will be placed along the search result page or on related websites within Google’s advertising network. The cost is set by the business by deciding on a maximum cost per click amount (CPC) which is the most the business is willing to pay each time a person clicks their ad after searching the specified term or phrase. This free market approach means the company with the most expensive ads will always be seen, until their advertising budget dries up and the little guys can swoop in. The thing to remember is that a business only pays Google when a person clicks on their ad, hence the phrase pay per click (PPC).
- Ad Location – As I previously brought up, ads can appear on both the search engine result page and on the Google Search and Display Networks. Businesses have the ability to specify where their ads will appear and what target audience will see them.
- Age, Geographic Location, and Language – Another option for targeting an audience based on certain demographic characteristics. The essence of any targeting strategy requires knowledge of various segments and being able to define the ideal audience for advertisements that will be more relatable and produce a greater impact on the specified target audience for a number of reasons.
- Days, Times, and Frequency – Set the hours and/or days the ad will appear and also set the amount of times the ad will air, allowing costs to easily be kept within budget. Very effective for advertising a special that a business has during those times/days.
- Devices – Another great feature of AdWords is the targeting of certain devices, which includes things like mobile, tablets, and desktop/laptop. Combining what devices an ad will air on and when can be very effective to matching the schedule of a target audience. For example, run ads on desktop/laptop in the morning and night while running mobile ads during the day when people are more likely to be on their phone than a computer.
Along with Google AdWords comes a system for managing the advertisements and associated costs and requirements. With the ability to measure the success of ad campaigns a business can constantly be monitor which ads are performing the best and producing the greatest return on investment. It is definitely worth a try for any business with a large consumer base or target audience that is online and using Google to find products/services. Today, it is reasonable to say that every business could benefit from advertising this way. If it is not successful, the business will know right away and can stop running a failed campaign.
Check out Google’s Digital Marketing Course for more information.