World Class Targeting Optimization... Always Standard!
The ability to define such granular levels of targeting is a big reason Adwords can be a successful medium for virtually any advertiser.
Perhaps you’re not in a situation to dominate the search engines for 500,000 keywords in 318 countries; but you CAN dominate 500,000 keywords in Colorado on Monday-Friday between 10am-3:30pm.
Within that target zone there is a pool of prospects who will see you as the market leader simply based on your perceived reach through your Pay Per Click advertising campaign.
BIGLocal.ca knows how to utilize the advanced targeting features available in Google Adwords & Microsoft adCenter in order to maximize the effectiveness of your marketing dollar.
The following sections will help you understand the “how” & “why” behind our super-user advanced level targeting tactics.
Day & Time Parting
Search Engine Marketing gives an unlimited amount of control back to the advertiser. One of the ways they do this is by allowing you to outline the precise days and times you’d like to display your ad campaign.
The possibilities are endless.
You can just imagine the opportunities restaurants have; being able to display unique ad creatives during breakfast, lunch & dinner times – and even promoting the daily special right there on the search engine results page (with a map, address & telephone extensions directly below it)… Why would the user ever need to click on your ad; everything they need to know can be placed right there on the results page (for free) using a combination of advanced-user features within the Adwords system.
These are the sorts of marketing strategies your BIGLocal.ca PPC marketing team plans & implements on your behalf.
Geographic Targeting
There are several instances in which you will want to utilize the advanced geographic targeting features (even if your market is global).
One commanding way to suck the attention from the page to your ad like an unstoppable whirlpool is to simply say something in the ad that is unique to the prospects situation.
In a perfect world, a top converting search engine ad might look like this;
OK – maybe not the most elegantly phrased ad copy, but you have to admit… if you saw an ad like this that perfectly reflected your unique situation, you wouldn’t think twice about clicking through to the other side.
While we’re not quite at that level of data tracking, geo-indicating the ad (placing the name of their location within the ad copy) works equivalently well at commanding attention & sparking that deep irresistible urge called intrigue.
Smarter Budget Investing
Most advertisers think because they can reach the entire universe through Adwords (or equivalent PPC Program) that they should. Nothing could be further from the truth.
One of the most important factors of a successful advertising campaign is frequency. That is to say, the more times a person is exposed to your advertising, the more likely they are to make a purchase with you. For case studies on the effectiveness of frequency, see advertising giants like Coca-Cola, Wal-Mart, Proctor & Gamble & McDonalds to name a few.
While these mega-corps all have the budgets to advertise extremely frequently in over 300 markets without blinking, you can (through Search Engine Marketing) be just as “Big” in your advertising by focusing your budget in a smaller target market.
Our team will look at your PPC budget and determine the most profitable markets to invest in (assuming you are not ready to rollout a national campaign yet). We will look at factors such as Political affiliation, average median income, median age plus dozens of other demographic & psychographic factors to ensure you invest in powerful advertising that adequately utilizes frequency to convert searchers to actual paying customers.
Whether you have an adequate budget or not, it is almost always wise to test your advertising in select markets first in order to control your initial ad spend & test the initial performance of the campaign.
Through Geo-targeting, your BIGLocal.ca PPC team will be able to outline the test markets we’ll utilize in the beginning stage of your campaign. Once we get the initial data back on the campaigns performance we can determine whether we will continue expanding into new markets, or whether a national (or even worldwide) rollout is safe to do.
