If your ads generate the most conversions during a particular time of day, set them up to run only during those time periods. If you create an ad for a local business keyword - "Mexican restaurants in Chicago," for example - use the micro-geographic targeting features in your advertiser account to select the specific zip codes in which your ad will appear based on your business's delivery area. If you plan to advertise in several countries, set up an ad group for each. Here are a few areas to consider in targeting your campaigns: To increase efficiency, take advantage of features in PPC accounts that allow you to specify who sees the ads. Many advertisers aren't precise enough in targeting their campaigns. Related: A Look at Pay-Per-Click Tools for Small Businesses For example, in our "show ideas" and "baby shower gift ideas" example, the words "baby," "shower" and "gift" could be designated as negative keywords to help eliminate such irrelevant ad placements. PPC marketers often fail to use negative keywords, which allow you to specify where your ad should not appear. Although customizing takes more time and effort, it's far more efficient to tailor your keywords, ad copy and keyword bids for each network. Running the same ads on both networks, therefore, could cost you money in terms of irrelevant placements. Most new PPC marketers select both the search and content networks when they set up their first campaigns, and they usually use the same keywords, ad content and payment amount for each click.īut the specific queries and websites that trigger your content network placements can be significantly different than what yields results on the search network. Search network placement refers to PPC ads that appear in search query results, while content network placement means websites that display PPC ads as blocks within their pages. Separate search and content ad placements. To avoid losing money on irrelevant clicks, focus on phrase or exact match keywords.Ģ.
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