If you want to learn which user characteristics might be considered and the ones that might not be involved in changing the bid for your keywords while running the Google Ads; and a lot more, then you are surely at the right place. Stay connected till the end as we are going to discuss several factors that will help you to set up lucrative Ads campaigns and will allow you to run good quality ads.
Google gives you complete control while setting up your ads to define your targeted audience. You can decide the demographics, age, gender, and even the device on which you want your ad to be displayed.
Location, device, and time of the day are the three user characteristics that should be considered and used while changing the keyword’s bid in Google Ads.
You can decide to display your ads depending on when, where, and on which device the users are searching for the products or services that are relevant to your business. It is very important to know about these things because sometimes a click that lands on your ads from a smartphone at a specific time of the day from a particular location are more likely to convert.
Ad preference comes under the bid adjustment. Bid adjustments allow you to decide how frequently you want your ads to be displayed when the users search for the relevant terms.
Ad preference is the user characteristic that might NOT be used while determining the bid for the keywords in Google Ads.
Now that you have a complete idea about the user characteristics that may or may not be considered while changing the bid for Google Ads, you might be wondering:
How do I choose keywords to bid on?
It is important to invest a lot of time in selecting the best keywords before running the ads. If you are running a perfect PPC campaign but your keywords are not well-thought, then your PPC campaign might fail miserably.
Keywords can be found using several paid and unpaid tools. The pool of keywords that you get from the tools or by spying on the competitors, cannot be used without refinement.
So, after brainstorming the keywords, you need to look for the relevant and lucrative keywords and start bidding for those keywords. Always bid for keywords that have less competition and are budget-friendly.
If you have set up your Google Ads, you might be wondering:
How can I change the bid for my keywords?
If you notice that certain keywords are performing poorly even if you are bidding on huge amounts for those keywords, then you might want to lower the bid or even stop running your ads on those keywords.
On the other hand, if there are keywords that are performing pretty well, then you might want to increase the bid for those keywords to get the maximum benefit from lucrative keywords.
To change the bid for the keywords, you need to log in to your Google Ads account. Go to “Campaigns” and select “Ad groups”. Now click on the ad group which has the keyword for which you want to change the bid. Go to “Keywords”. Select the desired keyword and click “Edit”. Now select “Change maximum CPC bids”. A page will open on the screen. Here you can increase or decrease the bid for a keyword. However, if you want to bid on a default value, then leave the blank amount and click “Apply” to implement the change in the keyword’s bid.
Google assigns a quality score to your ads. The higher the quality score, the better your ad is performing. Three main factors on which the quality score of your ads depend includes:
- Ad relevance (the ads should be displayed strictly when the user types a relevant keyword).
- User’s experience on your page (the landing page that you have linked with your ad must be simple, easy to use, and to the point. Your ad is more likely to rank higher if the user enjoys his or her experience on your webpage.)
- Click-through rate (CTR) of the ads.
Running good quality ads that bring in relevant traffic is important for growing your business. Before setting up an ad campaign you must be able to answer the following questions:
Which Campaign Type Would an Advertiser Use To Target Users Searching On Google?
What does the quality score represent?
How can you improve the quality of your ads?
How can you search for the relevant keywords?
Is it necessary to build a negative keyword list?
Understanding all this requires a lot of time and commitment. Business owners often find it difficult to learn all the marketing skills by themselves. They prefer to invest their time in looking for ways to improve and expand their business.
Digital Servepro is an exemplary marketing agency that does all this hard work for business owners. We promise to take your business to the next level by implementing the best SEO and SEM techniques which help in the organic ranking of your web stores and create awareness about your brand among internet users respectively.
We aim at the exceptional growth of businesses. The only question is would it be your business?
CONCLUSION
“Ad preference” is the user characteristic that is NOT used when determining the bid for the keywords in Google Ads.
However, demographics, time, and the device on which you want your ad to be displayed play an important role in determining the bid for the keywords while setting up Google Ads.
It is important to set the location, device, and specific time of the day on which you think your ads are going to bring in the best results, to make sure you are not wasting your money on ads that are producing poor results. You can set up several ad copies with different settings to figure out the best-performing ad.
