Google AdWords is a powerful tool that helps you tap into Google’s massive search audience and reach the viewers who are most relevant to your products and services. Google offers a wealth of features that help you properly target your campaigns. Make sure you’re utilizing these perks to their full potential and improve your SEO.

Demographic Targeting

Image via Flickr by FindYourSearch

Identifying your key demographic is a core part of any marketing campaign. You undoubtedly know the basic profile of your target shoppers, but is your advertising reaching them? With Google’s demographic targeting, you can now increase your chances of speaking directly to the audience that you want to reach most.

Google can’t attribute all of the traffic to specific demographics, but it has many filtering features that help you get closer to the right kind of internet user. Google’s demographic targeting options include age and gender for AdWords Search, Display, and Video campaigns. You can also target parental status with Display and Video campaigns, and household income for Video campaigns.

Device Bid Adjustments

In 2016, mobile and tablet internet access exceeded desktop access for the first time in history. With 51.3 percent of users coming from mobile devices and 48.7 percent still using desktops, these products are on nearly equal footing. As mobile use increases so does the importance of marketing appropriately to these users. Google AdWords bid adjustments allow you to cater to the changing needs of your customer base, so you can reach visitors on the devices they’re using most.

Device bid adjustments allow you to change the frequency of your advertising by device. Google allows you to adjust your bid independently for computers, tablets, and mobile devices. This is an upgrade from the previous bid settings which grouped desktops and tablets together. These bid adjustments allow you to cater to the audience that’s most valuable for a particular campaign.

If you’re hoping to draw hungry diners in from the streets, mobile is far more important than desktop advertising. When you’re presenting something with heavy reading, however, you want to skew your advertising toward desktop users. Device bids help you diversify your advertising appropriately so your ads offer the right scope for every type of user.

Remarketing Lists

Remarketing lists allow you to follow up with visitors who have visited your page in the past. If a shopper spends time browsing your products but doesn’t make a purchase, you can add them to one of your remarketing lists to make sure those previously viewed products show up in Google ads placed on other sites.

You can optimize these campaigns in many ways. You might target more complex and niche keywords among internet users who have been to your page before, and are thus more likely to use these industry terms and phrases. You can also increase your ad bid among earlier visitors, focusing your budget and efforts on those who have already shown an interest in your brand.

Google Analytics Integration

Link your Google AdWords and Google Analytics accounts for a more comprehensive picture of your customer activity. This helps you connect time spent on your site to the advertising campaign that brought your customer in. With the right analytics, you may find that while a particular keyword works well in organic search results, it has poor conversion rates when featured in a particular type of ad. This information helps you improve every area of your marketing campaign including link building, content creation, and social media interactions.

Understanding your customers’ activities and interests is at the core of any advertising effort. Analyze your campaigns often and in great detail. Google offers integration between its services in both directions. You can import AdWords data into your Analytics account or vice versa to make sure the right people have access to this information.

The Click-to-Text Message Extension

Text messages are poised to overtake phone calls as the preferred method of communication, particularly in younger generations. Millennials enjoy the speed and convenience of text messages. Many businesses are responding to these trends by cutting back on call centers and switching to text-friendly services. When JPMorgan Chase offered to eliminate employee voicemail, 65 percent of their staff accepted the offer. At Coca-Cola, just six percent of employees kept their voicemail.

Google AdWords now caters to the text-friendly climate with its click-to-text extension. Designed with mobile users in mind, this helpful little button populates a text message to your business so internet users can get in touch with just two taps. The click-to-text button appears directly beneath your ad on the SERP, so it’s easy to find even for those who don’t click through to your web page.

Dynamic Keyword Insertion

Dynamic keyword insertion (DKI) is a powerful tool that helps you generate exact match keywords that cater neatly to searchers’ needs. This advanced feature allows you to draft one generic ad that is later customized to give more relevant text for the user. With this tactic, you can target multiple keywords with just one block of carefully crafted information.

When you’re creating a piece optimized for keyword insertion, you choose one broad keyword as a placeholder. This is what Google displays if the user doesn’t choose a more relevant search term. For example, your base keyword might be “cakes.” However, Google can customize this to fit the user’s search term where applicable, subbing in more specific phrases like “birthday cakes,” “custom cakes,” and “wedding cakes.” Though DKI isn’t appropriate for all uses, it’s ideal in places where you’re promoting an extensive line of similar products and wanting to draw visitors in with exact match terms in your ads.

As an added bonus, the DKI feature automatically bolds the matched keyword. This instantly draws more attention to your advertising. Let your customers know that you offer exactly what they’re after by utilizing this AdWords feature with the right campaigns.

Google AdWords, like Google’s search algorithms, is constantly changing. Follow this online behemoth closely to make sure your marketing campaigns are always aligned with the top features and functionality of this search engine.