Search engine marketing (SEM) is a marketing method that focuses on generating traffic and business opportunity for your products and services. By using search engine optimization techniques and posting opportunities for your products or services, you create a demand for your products.
To attract people to your website or post, you may use one or more user characteristic characteristics such as location, email address, demographic information, etc. User characteristics may not be used to change bids in Google Ads, however some may.
This can be a little frustrating when trying to maximize your ads revenue.
Language
When it comes to user characteristics, most advertisers choose them at random. Some go for very well-known characteristics like healthy vs. unhealthy foods, exercises vs. no workouts, and old-school vs. modern approaches to fitness.
Others say a specific term should be used to describe a search result, and not another term that may or may not be a search result. For example, the term “best coffee shops” should not be used as in the coffee shop may be a bar or even a restaurant.
Users can have more than one account on different services so having one best fit both digital experiences is used.
Device
Device is a very important user characteristic that may not be used to change keyword bids in Google Ads. Most users do not realize that they have a power to change the bid on any search at any time, even if they are not using the best match bid.
This has potential consequences including increasing your chance of getting a searcher who is willing to pay for your product or service, and reducing the confidence someone would use another search term as their first search.
It also can have effects on how much traffic you receive from certain sources such as social media, news sites, or other marketing channels. As this may affect your confidence in your product or service, it should be taken into account when creating ads.
Device may also affect traffic caused by changes in bidding. Make sure you know which user characteristic(s) determine whether a bid is a good match for an ad and take into account these differences when creating ads.
Age
The age factor is a powerful tool that may change what advertisers and keywords are matched up against in Google Ads.
Many times, brands use elderly people as target audiences. These targets have generally not used their money to purchase large items, so creating an item they would purchase when they are paying $1 for an ad is a good fit.
Using this target audience can lead to more sales than if the company was looking for a highly active audience, for example.
While no product or service can be bought based on age, having an age factor applied may help change the amount of ads a company ads against on their account. This could also help find new products or services to advertise against, according to this study.
This does not mean older individuals do not buy. It just means there may be more sales with aging audiences.
Gender
Many advertisers target women in their ads, specifically insearch, which is interesting. There are many ways for a business to attract the attention of a woman audience members.
One characteristic that may not be used by a business to attract the attention of a women audience members is the term “women’s” or “female’s” products. This may affect bids on an ad when such a little phrase appears near the beginning or end of an ad, such as “may be useful for…” or “may be useful for…, respectively.
As this characteristic may not be used to change bid amounts on an ad, if it does appear in an ad, then the person who creates that characteristic will lose out on revenue that could have gone to another advertiser because of it.
Interests
Interests may not be used as a substitute for keywords in ads. When a user is interested in an item or topic, advertisers can use that interest to bid on their behalf in search, advertising, and marketplaces.
Interests are categorized by their focus, such as fashion or shopping. The user may be interested in many things, so a broad interest may be used. For instance, he may be interested in all fashion items, clothing items, and furniture stores.
Users who are very active on social media such as Facebook and Twitter may have interests that are heavily shaped by those sites. For instance, someone who is very invested in fashion may purchase almost everything they see on YouTube bought- it’s called clipsharing- and offline stores that sell similar items.
Search History
You can’t change search histories in AdWords for account-wide settings. In order to do this on a per-ad, advertiser-specific level, you must contact the ad account administrators at your advertiser.
This is because once a visit to a website has been recorded and converted into an advertisement, it cannot be restored to the same site and user at a later date.
However, this does not mean that advertisers do not try to use this feature. Some use it to test new marketing campaigns or find new ways to optimize their ads. Others just save time by never having to log in and search for their website each time they want to update their ad.
Affinity categories
affinity categories may be used as a substitute for keyword category choices in some cases. For example, if you do not want to advertise for sales, you may create a category called Nice Things that includes products that are nice-looking or nice-smelling.
As the term implies, these categories are meant to be associated with another item or items in your listings. When users search for an item within these categories, they will likely find it more easily than if they searched for it without them.
Users will also be more likely to purchase from your website if they find your ads attractive. This may not be a factor when searching for an item on Google since only one attribute can be important when looking for an item: price.
Campaign settings
As the last point, may not be used to change bids in Google Ads? campaign settings can help promote user characteristics that are not keywords but are important to your business.
User characteristic campaigns help highlight users who are important to your business, or who you want people to find your site. For example, a business might spend money to promote a user who frequents businesses with great reviews.
By spending money on this type of campaign, you may be able to increase your ad revenue! Campaign settings can have a impact on what data attributes and actions your users will see in their ads. For example, if a user does not want any direct mail appeals from the company, then the company should use an ad campaign setting that does not send any emails.
If there is still question about which campaign settings should be used for ads, then this article may help.
