Use Targeting to Get the Most Out of Google Ad Campaigns

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Do you know what people search for online that relates to your brand? They could search for products that you grow or sell, or perhaps they’re searching for recipes or even information about farming and sustainability that you could be a result for. As fresh produce marketers, you understandably should be interested in becoming the result for these searches. But how?

Over the last few years, we’ve spent time understanding and optimizing Google Ad campaigns for several of the brands that we work with. Google ads are a great way for marketers to target the people who are already searching for things that relate to your products or the recipes and content you offer. Here are 4 effective targeting features that we believe will help you get the most bang for your buck as an advertiser on Google.

Customer Match

Have you ever built a list or two of contacts or customers who you’d like to target? With Google’s Customer Match feature, you can upload these lists into Google ads in order to reach these people directly. Use this feature to reach your specific audience with your ads when they’re logged into Gmail or Google search, and potentially drive them to spend more time on your website. Pretttty nifty.

The Opportunities Tool

If you’ve ever set up a Google AdWords campaign, you may recall entering all the keywords related to your ad that you can think of. Maybe that’s 5, or 10, or even 15. Now Google will take your keywords to the next level with the Opportunities Tool by adding dozens of related keywords to optimize your ad and lower your cost per click. Just look for the little lightbulb next to your campaign.

Interest Targeting

The most effective ad campaigns directly target the people who have proven interest in the topic you’re advertising. For instance, someone that frequently searches for vegan content and visits vegan websites would qualify as someone you would want to see an ad for a vegan recipe. To add interests to your campaign, define your audiences based on keywords they would normally search for, or enter URL’s of sites your ideal customer would visit.

Demographic-Specific Ads

Is your target audience in a certain age range or life stage? Adding a demographic can help make your ad seem more relevant to the people you want to reach. Pro tip for this one: Do some A-B testing on demographics and see which age ranges respond best to your ads- you may want to be developing strategies to reach them with the rest of your marketing efforts as well.

Google AdWords is constantly updated and evolving to bring you (and your audiences) the best ad experience possible. And as these updates continue, we promise to keep you in the know about best practices we use to make your ad strategy thrive.

Never tried Google Ad Campaigns? Let us know or schedule a call with one of our marketing managers to consult you and the best approach for your brand.