Google AdWords and Targeting Location Groups

March 2nd, 2015 by Michael Marchese

BLOG-TargetingLocationGroupsWhen it comes to targeting specific demographics, sometimes keywords are just not enough of a filter. But there is a hidden option to assist in this endeavor!  Within the Adwords location targeting group is a nifty little feature called location groups which allows you to more closely target specific groups, such as places of interest and household income.  Although both features are not as robust as one may hope, they do add an extra level of targeting unattainable with just keywords.

Locations by places of interest – airports, central commercial areas and universities

With this category the targeting options available are airports, central commercial areas (includes big malls) and universities.  You start by choosing a location such as Chicago and then select one of the above three options. If you were to choose airports, Adwords will target any airport within that location area. You can also choose to go broad by targeting the entire US and in effect target every major US airport.  In this particular instance Google suggests, but does not require, targeting Chicago by itself in addition to the airports within Chicago, and then increasing the bid adjustment for the airport locations.  The reason given for this method is that getting granular can sometimes have the effect of unintentionally eliminating relevant traffic.  The same theory holds true for central commercial areas and universities.

Locations by demographics – select household income tier (top 10% >$146K, 11-20% $102-146K, 21-30% $80-102K, 31-40% $64-80K, 41-50% $50-64K, lower 50% $0-50K)

The second option is locations by demographics which targets tiers of household incomes.  Many clients are looking for ways to reach a higher income audience and this allows you some degree of control over the situation.  The same caveat as above exists, in that getting granular can have the effect of drying up volume so it is recommended that you use this feature as a layer and increase the bid adjustment. What Google makes clear is that this does not target individual users but instead targets zip codes that fall into the income tiers based on IRS data and is available for the US only.

Each of these options by itself may not be the best solution, but by integrating these groups as layers within your location targeting, you can gain greater control over where you spend your valuable advertising dollars.


Google AdWords Introduces Store Visit Conversions

February 4th, 2015 by John Callery

BLOG-storevisitconversionsGiven the ever-changing nature of digital marketing, 2015 is sure to bring a number of new features and enhancements to the world of PPC advertising. One of the driving forces behind this ongoing evolution of PPC is the growing need for accurate, reliable data that provides better insights into the true impact of digital ad campaigns.

People are constantly connected in today’s multi-device world, which makes it even more important for a business to understand how their online marketing efforts influence consumer interaction once potential customers are offline. Recent studies indicate that 65-70% of consumers have visited a store after seeing a local search ad online. Furthermore, 68% of U.S. internet users were likely to research a product online and then purchase it at a physical store during this past holiday season. This combination of online and offline shopping has forced digital marketers to reconsider performance and ROI measurement when it comes to advertising online.

Consumers might be inclined to visit a store and make a purchase after seeing ads from certain campaigns or on certain devices, and ignoring these purchases could cause a business to drastically underestimate the power and influence of their digital advertising campaigns. During the past year, Google has steadily improved cross-device and offline conversion tracking in an effort to eliminate the disconnection between PPC ad clicks and in-store visits. Over the next few weeks, they plan to start offering eligible businesses throughout the U.S their latest enhancement to conversion tracking: store visit conversions.

This new metric will represent the estimated number of store visits that occur after a visitor sees a PPC ad online, and the data it will provide should make the offline and multi-device conversion estimates in AdWords even more powerful and accurate. Knowing what campaigns, ad types and devices drive people to visit a store will ultimately allow businesses to make better decisions regarding the direction and scope of their digital advertising.

In order to be eligible to measure store visit conversions, businesses must meet a few basic requirements:

  • Have a Google My Business account that is linked to their Google AdWords account.
  • Set up location extensions that use the listing(s) from their My Business account.
  • Consistently receive a large number of ad clicks and store visits.
  • Have multiple physical retail locations in the U.S.

If your business meets these requirements, store visit data will be available at the campaign level without any additional set up required. Google doesn’t specify what they consider a “large number of ad clicks or store visits”, nor do they give specifics regarding the number of physical locations a business must have in order to qualify. Regardless, advertisers should keep an eye out for this new conversion data in the coming weeks if their business meets the above requirements.

By giving us a more complete representation of the impact that PPC advertising can have on a business, this new conversion metric should provide some powerful insights that will become more important to digital marketers as we move into 2015.


Google AdWords and the Countdown Widget

January 19th, 2015 by Kelly Levine

BLOG-CountdownWidgetDo you run time-sensitive promotions on your website? Wouldn’t it be great to have a way to automate your Google AdWords text ads to match the dates of your current promotion? Well, there is!

Over the next few weeks, a new feature called the Countdown Widget will be rolling out across Google AdWords accounts.  As you create a text ad, simply type in {= and you will see a window appear, which will allow you to input a Countdown End Date and time, as well as how many days until the Countdown ends. You can also set the Time Zone and Languages to target specific viewers.

Once you have entered your countdown information, you will be able to preview your AdWords ad before setting it as active.

Example:  You are running a sale on red roses for Valentine’s Day. Your sale starts February 1, 2015 at 1PM, and the ends February 13, 2015 at 6PM.

The Google AdWords Countdown Widget allows you to create an ad that will let customers know how many days they have left to take advantage of your sale! If your customers see your ad four days before the end of your sale, your ad text will reflect that there are four days left of the sale.

To get started, go to your Ads tab in AdWords, and create a new ad. To create a text ad description line that includes this information, simply type “Hurry, Sale Ends in {=” Once you type {=, just enter the date and time your countdown ends, then the number of days you have before the countdown end date. Your text ad will automatically count down as time passes!

Would you like help using this feature, or any other tools that AdWords offers? Contact a proven PPC agency like JumpFly today! We love to help people achieve and exceed their advertising goals!