It is important when creating an online campaign through Google AdWords whether it be Display or Search to consider how you want to segment the consumers of the products or services being advertised. From here it is possible with AdWords to advertise to people based on their demographic information, thus allowing for proper segmentation of your potential customer base through AdWords itself.
The demographic information on which Google bases its segmentation can be determined one of several ways. The first is to simply look at the information of a customer in their google account (which includes age, gender, location, etc.) and use this as a measure of what one’s demographics are. The second (if the google account doesn’t have demographic information) it can look at demographic information provided in the profiles of people’s various social media profiles and use this information to segment customers. Lastly, it can also use the browsing history and behaviors of a user to make certain statements about someone’s likelihood to be in one demographic group or another (Google, n.d.).
It is important to note the importance of choosing several different demographic groups in different categories to effectively create a better idea of what your customer base is like and how you can best describe them to target them. This way you avoid things like having your ad play to a group of people who are somewhat similar to the ideal demographic traits for your product or service, but have several key differences that make them less relevant as potential customers. This can mean the difference between buying less advertising that is more effectively targeted and more advertising that will reach plenty of people who have absolutely no interest in your product or service.
Once you have figured out who it is that you are targeting your ads at it is important to note that your ad make the most sense in appealing to that demographic group to ensure that your ads have the most impact. Be sure to keep in mind the difference that Display, Search & Mobile can play in how those ads reach different groups and demographics.
“About Demographic Targeting.” About Demographic Targeting – AdWords Help. Google, n.d. Web. 18 Dec. 2016. <https://support.google.com/adwords/answer/2580383?hl=en>.
A keyword strategy is formulated for keyword ads online, which allows for a company’s ad to be displayed at the top of search engine results when a particular keyword or phrase is searched for. To build a keyword strategy for Google AdWords it is important to bear in mind how Google AdWords works. Start out by creating a Google AdWords account and then create an ad campaign (you don’t need to put any money into an ad campaign by simply creating a fake one). Once this is out of the way, you next need to go into Google AdWords and choose the Keyword Planner.
Once here, click “Get search volume data and trends” and several options will appear to allowing you to input keywords or phrases, targeting for location and website, date range, and negative keywords. If you input a keyword that you have an interest in targeting or finding related keywords of write it out in the “Enter keywords” section. Be sure to include additional information if you want to clarify for any of the previously mentioned options. Once you do so click on “Get search volume” and a list will show up stating the volume of searches on average per month as well as the level of competitiveness and the suggested bid amount for that term, as well as other keywords or phrases that are related to the one originally chosen.
It is important to note what competitiveness and the suggested bid amount mean and how you can use them. Competitiveness is the relative amount of advertisers who are using that particular keyword and will show as low, medium, and high. Generally speaking, if a keyword or phrase has lower-level competitiveness then it has a greater chance that your ad will show up and not be out bid by another advertiser. Suggested bid refers to the cost-per-click that a customer might have to pay based on that keyword with other bids on that keyword taken into account. Getting a keyword that has a lower suggested bid can be advantageous as it had the potential to save the customer money.
When creating a keyword strategy it can be advantageous to find various keywords that are related to the product or service being sold or the customer segment being targeted. This is where the ability to see related keywords can play an important role as it allows for the user to see other keywords they may not have thought of and see how those perform. From here it can be advantageous to compile the best performing search terms (based on a combination of suggested bid, average monthly search volume, competitiveness, and location if necessary). From here make your choices as to which terms will be best.
It is important to keep in mind as you go through creating your website that you be sure to keep in mind how your onsite content can affect the optimization of your sites performance in Google’s search engine. On-site is essentially any content on the website or webpage itself. 33% of Google’s search engine algorithm for determining a websites or webpages authority and page rank is based off a site’s or page’s onsite content. Content that can potentially damage your websites ranking can include duplicate text content, invisible assets, cloaking or redirecting, keyword stuffing, and links to websites/webpages with bad content.
Duplicate text content can occur on a website when the same text content appears at different URLs, often when multiple versions of the same page exists for one reason or another. This can include URL Parameters, Printer-Friendly versions of the same page, and session IDs (generated for each user who visits the page in question) among other possible sources (Moz, n.d.)
Keyword stuffing is an SEO technique where the keyword is repeated in the webpage body text very often to make the webpage or website seem more relevant to that keyword or topic. However, Google’s analytics are aware of this and can check the page for how often a keyword is used. If this is found then it will generally decrease the authority of the webpage for that keyword.
Another form of onsite content that can have a negative impact on your website’s page rank and authority is cloaking. Cloaking is a form of SEO in which there is different content accessible and viewable for search engine bots and most average viewers of content cannot see it. This can hide content that someone wants the user, but not a bot to see (for example illegal content) (Smarty, 2008).
Any links that you have on your website/webpage that go off site can also affect how your page ranks. If there is a link on your website to any website that is hosting illegal or shady content (gambling, adult content. etc.) then your webpage is likely to lose ranking on Google because of the untrustworthy links.
“What Is Duplicate Content?” Moz. Moz, n.d. Web. 18 Dec. 2016. <https://moz.com/learn/seo/duplicate-content>.
Smarty, Ann. “What Is Cloaking & Is All Cloaking Evil?” Search Engine Journal. Search Engine Journal, 05 Sept. 2008. Web. 18 Dec. 2016. <https://www.searchenginejournal.com/seo-cloaking/7596/>.
It is important if you are planning to build up your website and make the webpages rank more effectively to keep in mind how the backlinks to your website reflect on your webpages SEO. For those who are unfamiliar, backlinks are links that are on other websites that go to your website or to a page on your website. There are many different kinds of backlinks and what kinds of backlinks to your website are used can have a major impact on how your website will rank, as well as the number of backlinks there are in general. Here are a few examples of some types of backlinks:
– Link from a blog post or article online relevant to the topic of the webpage.
– Link on a video online (such as on YouTube)
– Link from a social media post (Facebook, Twitter, etc.)
– Link on social bookmarking Site
– Link on article directory
– Paid back links
Something to keep in mind when making backlinks is that Google’s algorithms mostly take into account the context of the backlink as it relates to webpage the link is from and where it is going to. Writing an article on a topic related to a website or webpage and related to a keyword you are hoping to use can be an especially important type of link that will make your websites authority on a topic much better and thus it will rank higher in related keywords. As well how often an article, blog post or social media post is shared can make your webpage also rank higher and work well with the SEO.
Keep in mind that some backlinks (and backlink strategies) can result in your website or webpage being penalized and might result in your webpage or website no longer ranking on Google. In order to avoid this, one should bear in mind how Google’s algorithms work. Google’s algorithms for example are able to tell contextually whether or not the backlink makes sense in the context of going from one site to another whether the link makes sense. If you post a comment on a cooking blog to your tech blog where the comment and the link have little to do with the post that was being commented on this can hurt your SEO. Similarly, if you use the same comment on a large array of posts and articles with a backlink (spamming) then this can also cause your SEO to go down. Again it is important to remember the context and authority of the links. Quality over quantity.