If you’ve ever managed a Pay-per-Click (PPC) campaign you probably ran into the situation where your campaigns were tracking to go over budget. Google, for example, allows up to 20% increase in ad delivery on high traffic days for AdWords campaigns. If you experience a few of these days during the early part of the month, you could be faced with making decisions on how to stretch out your ad delivery in the month’s final days. Do you turn off your campaigns altogether and wait for the next month to start? Do you only run the most profitable keywords; if so, what are they? Do you change the ad delivery so your ads only run during the day or night, weekday or weekends? A good way to determine which strategy is best is to analyze your Google Analytics (GA) data (assuming you have a GA account).
You can leverage the data captured in Google Analytics to identify your top producing keywords. In addition, you can run specific reports in Google Analytics to identify what times of the day your PPC keywords convert the best. Google Analytics can help you identify the optimum time to run your ads, the best mix of keywords for Return on Investment (ROI), and the geo-targeting areas to deliver those ads.
Next time you need to make decisions about your PPC campaign when targeting a budget, take advantage of the market intelligence Google Analytics can provide. Here are three reports that can help you make smarter campaign decisions:
Once you have the business intelligence from these reports, you can make sharp decisions on which keywords to pause and which to keep running when you are up against a firm budget. In addition, you can focus your ad delivery to specific geo-target locations and dictate the times of day to run your ads. These campaign changes can help maximize your advertising dollars when you need to find ways to stay within your monthly budget.
Yahoo introduced several new enhancements to their targeting capabilities this week including geo-targeting, ad scheduling, demographic targeting, and added bid adjustments based on those targeting features.
Now, according to the Yahoo Search Blog, you can incorporate different geo-targeting settings at different levels within the same campaign or ad group. For example, you can set a geo-target option for a zip code in New York and the entire state of California. In addition, you can set higher bid amounts for each geo-targeted location.
Another enhancement is the long awaited ability to day-part. Advertisers now have the option to have their ads be displayed at the designated time of their choosing. In addition, you have the option to increase your bids at specific times of day.
Demographic targeting will allow advertisers to target theirs ads to a specified group of people. For example, you can target females, ages 18-20. You will also have the option to set a premium bid for audience segments you feel are more valuable.
With these improvements, advertisers have greater control over who sees their ads. They also have the ability to drive a more targeted user to their website and get higher qualified customer.
Geo-Targeting or localized online advertising in the world of SEO is a way to target the specific user of a website for local search. In other words, local businesses can promote themselves to potential customers that live in their area and utilize city/state specific search terms in their marketing. For it to work effectively and to maximize your organic ranking potential, you have to apply several techniques.
The initial question a webmaster will ask themselves is what kind of locality am I targeting? Would it be city-centric, county-centric or even country-centric? The next step would be to get yourself submitted to the directories. Obviously, you would go with the local directories first and then go with the regional sections of the more traditional directories such as Yahoo and DMOZ. Also, if you are going for a country specific site, you may have to consider the design of the website being indicative of the country’s people and its culture. Additionally, if you are say a UK site targeting a UK audience, Google advises that you should assign a specific country using Webmaster Tools. This is a good idea considering that search engines use the hosting location and the top level domain (.co.uk/.br) as a reference point for determining the location of your website. For a website that is merely targeting a city, the webmaster need to focus on keywords, and keyword targeting for the locality they are trying to target. There are some free tools out there for generating city-centric key word phrases for localized search optimization. One has to keep in mind their particular demographics as well. An owner of a club or bar, for instance, could submit to something like citysearch.com which is a search tool for tourists and the younger crowd.
So, whether you are targeting people in your city or entire country, it is always beneficial to think about the best strategy for getting the word out to the locals. Geo-targeting is a great way for local businesses to compete with the big national chains. A small “mom and pop” eatery now has a fighting chance of competing with the big boys. Big businesses can benefit too. A large clothing company may want to run ads in the winter for snow shoes while at the same time target Florida consumers for beach wear. A webmaster will always need to keep the needs of their consumers in mind and do the necessary research or their geo-targeting strategy may have no impact whatsoever.