There are various possibilities as to how we can target your prospects. Below we briefly present some of the features provided by Google ads:
Targeting keywords when searching on the Google search engine:
We may choose to show our ads to users who search for keywords on Google or its partners’ search engine. In this way we can find users who are looking for some of the services or products offered by a company or even information that may be relevant to what a company offers.
Example: If we want to promote a business that provides furniture making services in Thessaloniki, we could choose to show our ads only to people who are in Thessaloniki and search using the words “furniture making” or “furniture maker”.
We may choose to show an ad to a user based on where they are when they search. We can target countries, cities, and even within a radius of an address. And we can further improve our targeting by selecting users who are either in the location we are interested in or are interested in the services/products we offer in a particular location.
Example: I want to show an ad for ‘home renovation’ services to users in Athens within a 4km radius of my business.
According to Google, language targeting allows us to choose the language a user reads when online or the language they type. Google will serve our ads to users who use Google channels (such as Search Engine or Gmail) or visit websites on the Internet that display their content in our desired language. The combination of location and language is very important when we need to target foreigners in a location!
Example: I want to show my ads only to users who are foreigners and are in Athens. In this case I could be interested in finding tourists looking for airbnb rentals in Athens etc.
We may also present our advertisements to users who surf the internet using specific devices or device models. Example, users using a laptop or desktop computer, users using a tablet, mobile or even android or iphone mobile models. This campaign targeting feature is also very interesting for local businesses that want to find potential customers who are looking for services or stores through Google maps on their mobile.
Example: Showing ads for expensive men’s clothing to people using the most expensive iPhone devices.
Days and Time:
We may choose to show our ads only on certain days of the week or at certain times of the day.
Example: If we want to promote a business that mainly sells coffees and breakfasts on a five-day basis, we can choose to run our ads only in the morning hours from Monday to Friday.
We may also choose to show our ads to a specific audience by targeting demographics such as age, gender, parental status.
Example: If we want to promote a business that sells women’s underwear and swimwear for young ages, we can limit our ads to only women and specify a minimum and maximum age.
We may also choose to show our ads to people who have specific interests. Interests are something Google’s AI algorithms detect based on a user’s online behavior (the web pages a user visits). Interests are categorized within general categories (affinity type) but also in-market interests when it comes to a user doing market research to buy something that interests him. We can also build custom audiences by targeting users who visit specific websites or search for specific keywords.
Example: If we want to promote a camping business, we can choose to show our ads to people who like camping or who are looking for camping products or looking for camping etc. Or if we want to promote a gym and are not sure who the target audience is, we can target the audience of the gym’s competitors and show our ads to users who have the same interests as the profile of users visiting their sites gym competitors.
Topics / Keywords:
We may choose to display our ads on websites that present information on a particular topic or on pages whose content includes important keywords of interest to us.
Example: If we want to promote an international freight forwarding company, we can choose to show the ads to users who are interested in topics related to imports and exports, or to pages that contain specific vocabulary related to imports / exports.
Placements / Websites:
We may choose to display our advertisements only on certain websites.
Example: If we want to promote products for newborns, we can choose to display our ads only on certain websites / portals that provide useful information to mothers.
We may also choose to display advertisements to users who have already entered our website.
Example: If a user has visited a lawyer’s website and reads some pages related to employment rights, then after the user exits the website, we may show that user advertisements that showcase the lawyer’s expertise in employment rights.
The great power of Google ads comes from the ability to combine all of the above ways of segmentation/audience targeting and the ability to display ads on a huge base of web pages. For this reason Google ads should be considered an investment for a company and not an expense.