Keyword Targeting

Keyword Targeting: What is Keyword Targeting?



Keyword Targeting. What is it? Keyword Targeting shows your display ad or video ad (not a text ad like paid search ads) to people who search your keywords OR visit webpages that contain your keywords.

Here’s how Keyword Targeting works. When a user types in a keyword(s) in Google, a search engine results page appears with both paid ads and organic listings. When the user clicks on a result in the organic listing and goes to the webpage, if it has an ad widget, your display ad could be shown. Or, let’s say they didn’t start with a Google search but went to a website that contained the keywords you want to target – again, if that webpage has an ad widget, your ad could be shown.


If you (or if you have clients who) are doing Pay-Per-Click – think about Keyword Targeting as a more cost efficient and effective alternative. The benefits of going this direction are huge!
• You could be on relevant websites with a display ad not a text ad
• You are not competing against national brands for the same keywords, which bids up the cost of PPC
• Your text ad isn’t listed on the results page alongside your competitors
• The cost is usually dramatically lower than paid search ads

Keyword Targeting allows you to be in front of people as they are searching and comparison shopping. Why is this important? Well, only 2% of consumers do what you want them to do (convert) on their first visit. 98% are still shopping, they are still “thinking about it.” Yet, you are paying (substantially) for every single click when you do paid search ads.


Keyword targeting is showing your display or video ads on web pages that contain keywords related to your business, across all devices.


Keywords Capture Intent


Once more, imagine that you’re marketing a new model of trail running shoes. Your biggest goal is to drive sales. That means you’re looking for people who are ready to buy. Preferably now.

In this case, keywords are king.


Only keywords can lock in on a user’s in-the-moment intent. In this case you would want to use keywords such as “buy trail running shoes” or “buy Nike trail shoes,” and you’ll target users with exactly those needs who are already shopping for your product. This gives you the advantage of potentially showing your ad on a competitors website, or to users who are reading an article on great trails for running. If need be, we can also virtually exclude people who aren’t likely to make purchases by putting terms like “cheap,” “discount” or “compare” on your negative keyword list.


Keywords also let you get extremely granular. Are you advertising the Brooks Cascadia 11 trail shoe?


Plug that into your keyword list along with buyer-oriented terms like “buy,” “deals” or “best price,” and you’ll cut straight to the heart of your target audience.


Target Digital Solutions will work with you to come up with a list of up to 500 relevant keywords to get your ads in front of your target audience when they are ready to buy.


Far more effective than pay per click ads


The downside to pay per click ads like Google Adwords. It’s complicated, it’s expensive, people are often skeptical of it and most importantly – people ignore it. In fact, research shows that when searching Google, 90% of traffic clicks are in the organic session, below Pay Per Click. For mobile search 11% click on a paid ad, 89% click on an organic listing.


Think about your own online behavior. Do you click on paid ads or do you move right past them and into the organic search?


So how do you reach the majority of the consumers (the 90%!) who are searching and researching in the organic listings?


If you are currently running a PPC campaign – consider running a Keyword Targeting campaign instead, and compare the difference.