Google AdWords is the best digital advertising available if you design and execute a focused targeting strategy. Your conversion rates will be high.
Google AdWords is the worst digital advertising available if you design and execute a scattered targeting strategy. Your conversions rates will be low.
Google has two types of digital advertising. One is called Google AdWords Search and the other is called Google AdWords Display.
Google AdWords Search is the advertising that appears at the first page of Google search result when you do a search at Google. Google AdWords Display is the advertising that appears in the websites and apps you browse.
The targeting variables for AdWords Search are geographic location and keywords. Keywords matching options are broad match, broad match modifier, phrase match, exact match, negative match.
The targeting variables for AdWords Display are geographic location, people variables and content variables. People variables are age, gender, interests, buying intent. Content variables are keywords, topics, websites addresses (URL).
You can read our previous article about digital advertising targeting in the following link:
To execute a focused targeting strategy and avoid a scattered targeting strategy you should categorized as much as possible your products and services and you should categorized as much as possible your targeting audience and geographic locations. Once you have categorized your products, services, audiences, and geographic locations, then you may build for each geographic location, a products and services versus targeting audience matrix and then design and execute a targeted AdWords campaign for each cell of these geographic matrixes.
There are over 4,000 million Internet users in the world, and Google knows the following variables for each one of them: geographic location, what they search, age, gender, interests, and buying intent. Google also knows for all the Internet content the following variables: words, topics, and websites addresses.
You can target a Google AdWords ad using any of these above variables or combination of them. You can target people or you can target content people use, but remember to design and execute a focused targeting strategy and avoid scattered targeting strategy. The more focused you are the higher conversion rates you will get in the campaigns.
The AdWords campaign message should be relevant, coherent and transparent. These are three characteristics of any AdWords campaign: relevance, coherence, and transparence. The message in the ad should satisfy the customer search and should be the offer in the landing page. This way the CTR should be high and therefore conversions rates will be higher than average. Search copy, ad copy and landing page copy should be the same or at least semantically similar. All three should satisfy customer needs and customer searches.
You can read our previous article in the following link: