10 Tips To Getting Started With Google AdWords - Where to target...
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2) Where to target your ad's
The best performing campaigns generally target the search network which for AdWords means that your ad will appear on Google and itís network of partner websites. You also have the option of advertising on Googleís content network which includes all AdSense publishers, clicks from the content network can normally be attained at a lower CPC (cost per click) but this generally doesnít convert into sales as well as the search network and is more likely to receive fraudulent clicks. The content network is normally a good option if your main objective is increased traffic as opposed to converting sales.
It is also important to define the geographic locations you are targeting to produce sales from. If you are a business which only delivers within the UK there is no need to advertise your website outside of the UK as this would be a waste of a large proportion of your clicks. In some cases it is essential to restrict your adís visibility further than country level by setting a city or region to advertise in, for example a taxi company in the Oxfordshire region would only want to advertise to users within areas they pickup from.
For companies targeting worldwide users it can be advantageous to create individual AdGroupís or campaigns for each country. This way sales can be tracked in order to define which countries are producing sales and which need working on or should be dropped.
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