Targeting the right audience
published on 29.10.09 by J Corn
PPC (Pay Per Click) is one of the best ways of getting your listing to the top of Google ranking. SEO takes a lot of time and effort and it is not a guaranteed way of getting your site listed at the top. In reality Google’s aim is to place informative sites first, not commercial sites. So if you are looking for a highly effective, quick solution, then Adwords is the best way for you as Google is the most used search engine. Other search engines such as Yahoo have a similar structure, but aren’t as popular.
It is great creating a campaign using keywords relevant to your business, but you need to find out whom exactly you are targeting. Are you targeting students, teachers or parents? You need to write your adverts so they are suitable towards a highly educated person, or change the language to suit a student. For example if you are targeting schools you wouldn’t run your campaign on a weekend because the school is closed then. You would also research into which areas you can cover. Google does have a geographic search setting but this is unreliable as it obtains the location from the ISP not the actual location of the user. You are therefore best including your area name in the keywords. These can be a general area such as West Midlands, or more concentrated areas such as Birmingham.
The advert leads the customer to your site, so it is important it is clear about what you are trying to market. Offers sometimes attract people, but others may be wary of them. Also make sure it goes to a relevant page, not just the home page. You don’t want people clicking on your site and then closing it straight away for it has a negative effect on your ranking.
PPC (Pay Per Click) is one of the best ways of getting your listing to the top of Google ranking. SEO takes a lot of time and effort and it is not a guaranteed way of getting your site listed at the top. In reality Google’s aim is to place informative sites first, not commercial sites. So if you are looking for a highly effective, quick solution, then Adwords is the best way for you as Google is the most used search engine. Other search engines such as Yahoo have a similar structure, but aren’t as popular.
It is great creating a campaign using keywords relevant to your business, but you need to find out whom exactly you are targeting. Are you targeting students, teachers or parents? You need to write your adverts so they are suitable towards a highly educated person, or change the language to suit a student. For example if you are targeting schools you wouldn’t run your campaign on a weekend because the school is closed then. You would also research into which areas you can cover. Google does have a geographic search setting but this is unreliable as it obtains the location from the ISP not the actual location of the user. You are therefore best including your area name in the keywords. These can be a general area such as West Midlands, or more concentrated areas such as Birmingham.
The advert leads the customer to your site, so it is important it is clear about what you are trying to market. Offers sometimes attract people, but others may be wary of them. Also make sure it goes to a relevant page, not just the home page. You don’t want people clicking on your site and then closing it straight away for it has a negative effect on your ranking.