Where (in the World) and When (in the Day) to Show Your Ads

Jim Jansen

College of Information Sciences and Technology The Pennsylvania State University

jjansen@ist.psu.edu

What About Pre-Campaign Reports?

• The report (in the state that you would submit it to Google) is due to me Thursday 4 March

• You will get it back over Spring Break with feedback

• Sorry, no class time. Use the Thursday 18 February as team time

• Only stuff you need that we haven’t covered are metrics (this Tuesday) and content network (next Tuesday).

What About Pre-Campaign Reports?

• See Lesson 03 slides for pre-campaign report requirements – client and marketing stuff

• Note: Google has new materials as of February 2010

• Change to written reports: Cover pages, title pages or Table of Contents" are not to be included with the reports, along with team members' names or institutional affiliation. (Page 10/ 2010 guide)

• Check out new Student Guide at http://www.google.com/onlinechallenge/students_guides.html

Okay, let’s talk about targeting that potential customer

• First, look at conceptually …• Then, focus on tools to implement

We’ve Discussed that Targeting The Potential Customer Groups as Important

Why? … In archery, at the rifle range, or the dunk tank, a big target is a good thing. A big target is easier to hit.

Not so in advertising. We want the opposite. A small target is easier to hit.

To create a small target, we need a a target audience description, which permits you to select keywords and design ads that connect with your potential customers (i.e., provides an aiming point)

Two good target audience descriptors are geography (i.e., neighborhood, town, etc.), and time (i.e., when is the potential customer searching)

Google AdWords has these two targeting features built in …

• Geography …. Geo-targeting (i.e., where do my ads appear)

• Time … Dayparting (i.e., when do my ads appear)

• Let’s look at geotargeting first ….

Think of this as product or service lines (e.g., cars vs. trucks, cakes vs. cookies, etc.)

Think of this as your SMB (i.e., car dealer, bakery, etc.).

Think of this as individual product or service (Kia Spectra, bran muffin, etc.)

Geo-targeting occurs at

the campaign

level

• How do we geotarget?

This is the most straightforward

method

Select multiple locations

Can do by zip code

Can do by custom area

• So, why would we want to geotarget a campaign?

Why Geotarget our advertising?

• Known as geographic segmentation of potential customers

• Geographic segmentation divides people or businesses into regional group according to location

• This segmentation is really important to SMBs, many of which have a local focus.

• Key for SMBs such as retail shops and restaurants

Why Key for SMBs ?

• Audience (differs by location)

• Method of marketing (differs by location)

• Price points (differs by location)

• Value propositions (differs by location)

• In fact, it is hard to imagine an keyword advertising effort that would not have some type of geotargeting.

Next?

• Okay, enough about geotargeting

• Let, talk dayparting

Dayparting

• Conceptually, what is it?• Dayparting is the practice of dividing the

day into several parts, during each of which a different type of advertising apropos for that period is aired.

• Ads are most often geared toward a particular demographic, and what the target audience typically engages in at that time

Think of this as product or service lines (e.g., cars vs. trucks, cakes vs. cookies, etc.)

Think of this as your SMB (i.e., car dealer, bakery, etc.).

Think of this as individual product or service (Kia Spectra, bran muffin, etc.)

Dayparting occurs at

the campaign

level

Dayparting

• How do we implement dayparting?

Note: you can’t do this until your billing information is entered. So, for now, just listen up.

Why Dayparting?

• Once you determine when potential customers are searching for your goods, you can elect to only advertise during these key times.

• This cuts down on unqualified impressions and clicks.• You test different ads at different times of the day. This

helps to determine which ads perform the best during specific times.

• Note – dayparting, generally only gives a ~1% gain … and you can really screw it up in missed opportunity!

• Suggestion – given it some careful thought on whether or not your client will benefit (btw, restaurants are good clients for dayparting)

Exercise

• Using the Google AdWords Editor, copy your campaign in AdWords

• Then, make this new campaign a geo-targeted campaign (experiment with different geotargeting options)

• Also, … note: this is unrelated to geotargeting … set start and end dates for all campaigns and also pause all campaigns (let me show you how)

Set the start and stop dates for all the campaigns

Also, pause all campaigns

Why?

• Because you will soon get your budget.

• Once the money hits, your account is active.

• If your ads start running (before your 21 days), … big problem

Exercise

• Using the Google AdWords Editor, copy your campaign

• Make this new campaign a geo-targeted campaign (experiment with different geo-targeting options)

• Also, set start and end dates for all campaigns and also pause all campaigns (let me show you how)

Thank you!(reminder to do your daily logs)

Jim Jansen

College of Information Sciences and Technology The Pennsylvania State University

jjansen@ist.psu.edu