This blog post examines 2 categories in Google AdWords. The post attempts to argue that these categories–Networks and Target Audience–remain critical to running profitable AdWords campaigns. It suggests that by controlling these variables, an AdWords manager may reduce costs while maximizing profits. After a brief discussion of the Networks Category, we will discuss the Target Audience.
Networks
The Networks category inside Google AdWords comprises 3 basic categories: Google Search, Search Network, and Content Network.
Google Search is basically the search bar. Many users search for Tonka toys, generally. However, there is a larger than recognized percentage of users who remember domain names and type in www.RudysToys.com. Businesses that run AdWords campaigns should therefore have an Ad Group that comprises their domain name and business name. The reason that you want to doe this is that, if you do not, then your competitor will. For example, my search for ww.rudystoys.com pulled an ad from EBay. The AdWords manager for Ruby’s toys had only to pay about 5 cents per click to maintain position 1 -3. The cost to advertise for Tonka Toys would be about 54 cents and higher depending on the nature of the website.
The Search Network includes Google properties and partners such as Google Groups, AOL and ASK. Additional partners, include and are not limited to the following:
- Netscape
- Earthlink.com
- Lycos.com
- Shopping.com
- ATT.com
- TechTarget.com
- Comcast.net
- CNET Search.com
- MyWebSearch.com
- Information.com
- MyWay.com
- BellSouth.net
- DogPile.com
- Adelphia.com
- About.com
- Compuserve.com
- NYTimes.com
- HowStuffWorks.com
- Oingo.com
- TripAdvisor.com
The Search Network provides businesses with a wealth of places to advertise. Unfortunately, the value of a click may vary depending on the goals of your business. If Rudy’s Toys is participating in a brand building (or “getting the word out”) campaign then advertising in diverse markets regardless of the location of search can be worthwhile. However, if Rudy’s Toys is seeking sales, then the search Network might not always provide a business with maximal profit for the investment. To determine the benefits of Google Search versus the Search Network, simply run a 30 day test comparing sales and profits with the Search Network included and with it omitted. Advertise where the customer is ready to buy.
The Content Network places targeted ads in newspapers, special-interest websites and blogs. AdWords interprets the content of a website and places your ad next to that content. This can be a good thing and a bad thing. If your ad for Tonka toys occurs next to a short story where the writer has a particular fascination with children’s toys and suggests that “the truck careened as an old Tonka toy” this might not be a good click. However, if your ad occurs next to a blog for toy collectors, the click is a good thing. You want, therefore, to place constraints on the places where your ads are shown to maximize revenue.
Target Audience
The Journal of Medical Internet Research provides ample evidence that online businesses need to think about the fact that the world is really less English or European than it used to be. The journal speculates that two-thirds of web pages are published in English while there are over 5 billion non-English speaking people online. This means that while Rudy’s toys is focused on getting that sale from the EBay, Toys R US and Toys.com, its US competitors, the company may be neglecting the high income non-English speaking person who is prepared to buy. The example becomes even more apparent when you consider the fact that in a small metropolis like Vancouver with about 2 million people, roughly 900,000 are non-English speaking. The toy store may have higher returns on investment by simply advertising to unique and often neglected market segments. For example, the word “toy” has the following variations:
- Juguetes – Spanish
- Spielzeug – German
- Jouets – French
To use language targeting, create about 3 – 5 pages. Use questionnaires to determine pull or interest in buying. You might realize that the man from Bombay down the road has visited your website before but felt uncomfortable asking questions about the toy that we wanted to buy for his son’s birthday next week.
The point of this blog post has been to open your mind to the possibilities online – they remain endless!
