Welcome back to Part 2 of our series on making the most out of your Google Ads campaigns! Like last month, we’ll be highlighting some of the slightly more obscure sections of Google Ads that help you make the most out of your campaigns and maximize your ROI (Return On Investment).
Let’s get started!
Audience Targeting
This first section is relatively new but, very powerful. Up until now, Facebook has always had the upper hand on audience, demographic, and psychographic targeting but, Google’s new Audience Targeting changes that.
Found under the Audiences section of Ads, Audience Targeting works as an additional layer of targeting on top of your keywords. The targeting parameters are split into three sections: who they are, what they are actively searching, planning and researching, and if they have interacted with your business before.
The first section, who they are, is mainly demographic information. You can pick parental status, marital status, level of education, and homeowner status.
What they are actively searching, planning and researching lists dozens of different categories, such as Apparel & Accessories, Business Services, Consumer Electronics, Dating Services, and more. To utilize this, you click one of these categories and your ads will more precisely target users that have actively searched or visited sites in your selected category.
The last is users that have interacted with your business before. This works the same as remarketing lists done in previous iterations of AdWords, so it isn’t really anything new. Also, remarketing is so vast that it deserves its own blog post, so we won’t be going into it now.
While these tools aren’t as powerful as Facebook’s targeting features, they are still a great start and worth adding to any campaign.
Modify Columns
This next section is rather simple, but incredibly powerful. Under almost any performance results page (campaigns, ad groups, ads, keywords), there is an option above the table of data called Columns.
Here, you can modify columns to display additional statistics that are extremely helpful. They are grouped by category, such as Performance, Conversions, Competitive Metrics, Google Analytics, and more. Similar to remarketing, the possibilities of this table deserve their own individual blog post (stay tuned!).
Device Targeting
Under the Device section, you can see what devices users are interacting with your ads. The devices are split into three categories: Mobile Phones, Computers and Tablets. This information can be useful to determine who your audience is, how they’re accessing your website, and how to effectively target them.
In addition to seeing what devices users are utilizing to interact with your ads, you can also see statistics for those devices. For example, you can see how many people clicked on your ad on a mobile phone versus how many did on a desktop, or view your click-through-rate across different devices.
One of the most useful features is that you can adjust your bid for specific devices. For example, if you notice that you get a lot more clicks on mobile phones, you can automatically increase your bids by 15% only on mobile phones.
Be sure to return to the Vortex Marketing Blog (link to the blog) for our next post, where we highlight more lesser known sections of Google Ads.
Want to initiate a Google Ads campaign but don’t know how to get started? Vortex Business Solutions is a Google Partner and has been creating and maintaining PPC campaigns for over 20 years (pre-Google!) Call 319.354.0019 or visit www.VortexBusinessSolutions.com today.
