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Google Ads - Lesson 6 - Google Ads Targeting Strategies

Updated: Mar 21

Objectives Set the "What," Targeting Sets the "Who"


Imagine this: You're throwing a party. You wouldn't invite everyone in the city, right? You'd invite people you know would enjoy it – friends, family, people with similar interests. That's exactly what Google Ads targeting is about: showing your ads to the right people.



targeting is like inviting people to a party - you cannot invite everyone
As with most parties, not everyone is invited.

Google Ads targeting strategies allow advertisers to reach the right audience at the right time, maximizing the impact of their campaigns. By leveraging various targeting options, businesses can ensure their ads appear in front of users most likely to engage and convert.


Lesson Outline:


Understanding these strategies will help you improve ad performance, minimize wasted ad spend, and increase conversions.


A. The importance of audience targeting.

Why is Targeting Important?


  • Reaching the Right People: If you sell baby clothes, you want to show your ads to parents, not teenagers. Targeting helps you do that.

  • Saving Money: Showing ads to people who aren't interested is a waste of money. Targeting ensures your budget is spent on those most likely to buy or engage.

  • Improving Results: When your ads are seen by the right people, they're more likely to click, buy, or take the action you want.


B. Different Google Ads targeting options and their use cases.

Let's explore the different ways you can target people:


1. Introduction to Google Ads Targeting:


Think of targeting as a filter. It helps you narrow down who sees your ads.

The better you target, the better your ads perform.


Google Ads offers many targeting tools to help you reach your ideal customer.


2. Demographic Targeting: Who Are They?

This is like knowing the basic details of your party guests. You can target people based on:


  • Age: Are they young adults or seniors?

  • Gender: Are they male or female?

  • Parental Status: Are they parents or not?

  • Household Income: What's their financial bracket?


Example: If you sell anti-aging cream, you'd target older adults.

Use case: if you sell toys, you would target parents.


3. Audience Targeting: What Do They Like?

This is like knowing your guests' hobbies and interests.


  • Interest-Based Audiences (Affinity and In-Market):

  • Affinity: People who have a general interest (e.g., "foodies," "sports fans").

  • In-Market: People who are actively looking to buy something (e.g., "looking for new cars").

  • Custom Audiences: You can create your own audiences based on:

  • Keywords: What they search for.

  • URLs: What websites they visit.

  • Apps: What apps they use.

  • Remarketing: This is like inviting people who have already visited your website or app. It's a way to remind them of what they were interested in.

  • Customer Match: You can upload a list of your existing customers (like an email list) and show ads to them.

  • Similar Audiences: Google finds people who are similar to your existing customers.


Example: If you sell running shoes, you'd target people interested in fitness and running.


4. Contextual Targeting: Where Are They?

This is like choosing the right location for your party.

  • Keyword Targeting (Display Network): Show ads on websites that contain specific keywords.

  • Topic Targeting: Show ads on websites that are about certain topics.

  • Placement Targeting: Choose specific websites or apps where you want your ads to appear.


Example: If you sell gardening tools, you'd show ads on gardening websites.


5. Location Targeting: Where Do They Live?

This is like inviting people who live nearby.


You can target people by:

  • Countries, regions, cities.

  • A specific radius around a location.

  • Local Campaigns: These are designed to bring customers to your physical store.


Example: If you own a coffee shop in Davao City, you'd target people in Davao City.


6. Device Targeting: What Are They Using?

This is like knowing if your guests are using their phones or laptops.


You can target people based on:

  • Device type (desktop, mobile, tablet).

  • Operating system (Android, iOS).


Example: If you have an app, you'd target people using smartphones.



C. How to layer and optimize targeting for better result


Combining Targeting Options: Making It Super Specific

  • This is like inviting only your friends who live nearby and love pizza.

  • You can combine different targeting options to create a very specific audience.


Example: Target Women, ages 25-35, that live in Davao City, and are interested in organic skin care products.


Targeting Optimization: Making It Better

This is like adjusting your party based on how people are enjoying it.

  • You'll look at your ad performance and make changes to your targeting.

  • Audience insights: Google gives you data on your audiences so you can learn more about them.

  • Observation vs. Targeting: You can observe how different audiences perform without fully limiting your targeting.


Targeting is all about showing your ads to the people who are most likely to be interested. By using the different targeting options, you can make your Google Ads campaigns more effective and get better results.




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