All language subtitles for 04 - Target ads and campaigns with keywords

- [Instructor] What I love about using search ads,

it's the dynamic nature of the campaign.

I can evaluate the performance of the campaign.

I can evaluate each individual ad group

and then all the way down to the performance of keywords.

If I see that certain keyword themes are more in demand,

then I can use that to create a new ad group, a new ad,

and another budget to take advantage of that trend.

As you go through keyword research,

there are many opportunities that may show up.

The three biggest opportunities

that can impact your paid search campaigns

are location, time, and trends.

First, location.

In my keyword research examples,

especially when using Google Trends,

I found that the most amount of searches

for Northern California hiking

originate in California.

This is an opportunity to test targeting based on location

which could potentially improve my campaign

and lower my overall spend.

My option would be to create two campaigns

for hiking in Northern California,

one targeted four people searching in California

and the other a national or regional campaign

outside of California.

In doing this, I can manage a local

and a regional or national campaign

and compare them in terms of performance.

In the targeting options,

I can limit this

to a particular state, city, radius, or postal code.

Next, time.

And there are a few ways to approach this.

First, based on your business,

there may be a time component to how people search,

such as a season or application.

Ideally, you want to learn the trends

and when people search using these words

to plan your campaign appropriately.

Second, you can also adjust your campaign

based on seasonality.

For Northern California hiking,

I'm going back to my research and trends.

If I have a budget,

then I have to plan my budget to account

for the demand throughout the year.

I just can't simply use the same budget every month

when the demand has such a dramatic spike

through the early spring and early summer months.

Next, I can also adjust when my ads appear.

This is called dayparting.

I can observe when the most active and ideal times

for planning my ads throughout the week.

For example, if I see that hiking keywords

trend more towards the end of the week,

like Thursday and Friday

when people are planning what to do over the weekend,

and if I see that same trend

reflected in my website and business analytics,

then I can adjust my ad schedule to favor those days.

These tactics are a bit more advanced

to set up and implement.

And I recommend doing this

after you've developed a few well-run campaigns.

The more you become familiar

with your keywords, customers, and trends

the more you'll be able to implement

even more campaign optimization.

Go back to your keywords

and look for specific phrases that refer to time or events.

Also, look at the Google Trends or keyword research data

that shows demand by region.

You might find highly effective targets for your campaign.