Ads displayed in the search engine results pages (SERPs) match with keyword searches. If a user is searching for the keyword “attorney,” they will find a few ads that focus on law firms or attorneys. There are some other factors you’ll want to consider when using displaying advertising. These features are also likely to increase or decrease an advertiser’s bid price. The most important targeting factors include the following:
Location
Advertisem*nts will cost more or less depending on which country, state, or city they’re shown to. A small business owner can offer more for their ad campaigns if they want the ads to appear more often. Ads are more visible in searches within the geographic location the searcher is in. Geofencing or Location Targeting options can include a city, state, zip code, and radius. It could be miles around a physical location or even a kilometer around a physical location. You’ll also want to pay attention to the location exclusions so you don’t get out-of-area traffic. Read our comprehensive post onGeofencingand location targeting.
Daily & Weekly Hours
Google can display search ads more or less often, on certain days, or at certain times of the day or night, depending on your preferences. This will influence an advertiser’s bidding behavior. Allocating your budget toward the best buying times for your customers will keep your ads performing well.
Language
Google takes the searcher’s language into account. Only displays ads in the local language are shown to each user. You should create advertisem*nts for each language based on your potential customers. Or limit your ad exposure to only certain languages.
Remarketing Lists
Ads display for users depending on what they viewed in the past. This means that a user has visited your site already. They will have a different display experience compared to a user who’s never visited the site. They might be shown things that could influence a visitor to buy or act in a different way.
Google Phone Call Only Campaigns
With phone call-only campaigns, advertisem*nts are set to run on mobile devices only. A bid price will be set to the max cost per call that the user is willing to pay. These campaigns bypass having to click through to a website. They direct users to make a phone call from the advertisem*nt on the results page. The highest cost-per-call setting is like the max CPC setting. The cost-per-call will be higher than the max CPC setting. That’s because the value of a phone call is higher than the value of a website click.
