So you have set up a PPC campaign for your business, and are targeting all devices. Great! Now your PPC ads will show whenever people search for your keywords, regardless of whether they are on a laptop, PC, mobile or tablet. Not always. You may notice that the search results on a mobile and tablet are displayed differently to a desktop device. This means that quite often, there are fewer PPC spots available for you to show in, therefore the bids need to be higher to ensure your ads get shown.
You'll see that there are only 2 paid for ads at the top and 3 at the bottom. Therefore competition is strong and to make sure you are in top spot you'll want to increase your max CPC. That's fine, but will also mean you are higher than maybe you want to be on desktop searches. The simple solution is to duplicate your campaign so one targets just desktop campaigns and the other targets mobile and tablets. You could even have a separate campaign for mobile and another for tablet. This is great if you have large campaigns and big budgets. You can dedicate more time and play around with the targeting for larger campaigns. If your budgets are smaller then you can still target different devices for different campaigns, but you may spend longer than you want changing bids and altering settings.
Here at PaulSearch we can sort all this for you. We can manage all aspects of your Pay Per Click campaign and ensure you are getting as much exposure as possible for your budget. Please visit the website, or email info@paulsearch.co.uk if you have any questions.
Most campaigns that I've managed in the past have been national or even international, but there have been some, where the client doesn't want to target a wide audience, but they'd rather target a particular town, county or radius of them.
That's no problem at all. PPC is really flexible when it comes to who you want to see your Pay Per Click ads and who you don't. National PPC campaigns are great if you are an online retailer that ships nationwide, but not so great if you're an estate agent that focuses on a couple of towns within a region.
The Google AdWords system allows advertisers to easily target anywhere in the world. It can be an individual town or a few towns miles apart. So, lets take an estate agents as an example. They only sell and let houses within a 20mile radius of Telford, Shropshire. That's not a problem for the AdWords system.
It works on the IP address of the users computer and what they search for. So someone in Telford would search simply for "estate agents" and the ad would show. But someone in Manchester performs the same search and the ad won't get shown. If the keyword in the campaign is "telford estate agents" then the ad would get shown if the person was in the radius area, or in Manchester. The Google AdWords system understands that although that person isn't in the radius set, the ad should still be shown because that person is looking for something local to that area.
Geo targeting is a great way to limit who sees your ads and obviously means your budget won't go down as quickly. It does mean though that the number of clicks your website gets will be vastly reduced.
This is something we understand at PaulSearch, and is one of the questions we ask when we set up new campaigns. Once set, the towns, cities, or radius selected can be changed at any time. That's not a problem. The great thing about PPC is that you can change pretty much anything you like, as often as you like! Pay Per Click is quite a complex thing, which is why here at PaulSearch we take that hassle away from you!
