Display Advertising Campaign 101 – 3 Easy Ways to Develop a Keyword Targeting List

By , Published October 15, 2014

By launching an AdWords displaying advertising campaign, you can place banner ads on websites that are members of Google’s Display Networks.

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This kind of paid advertising helps you boost brand or product awareness.

There are various ways to launch a display ad campaign. You can use the Topic Targeting feature to show ads on websites whose content fall under a specific topic or the Placement Targeting feature to display ads on specific sites.

One of my favorites is Keyword Targeting. This feature allows you to show ads on webpages whose content matches your targeted keywords. For example, if you’re a vegetarian restaurant, you can specify that you want to show ads on webpages that contain the keywords “vegetarians,” “vegan,” or “organic” because readers of those pages likely have interests in vegetarian food.

This specification helps you focus your ad campaign, engage with a qualified audience, and maximize the return of your campaign.

Here are three techniques  you can use to develop a comprehensive list for Keyword Targeting:

1. Use Display Planner Tool. This tool is found in your Google AdWords account. Use it to discover potential keywords.

To use Display Planner, click the Tools button in your AdWords account, and then select Display Planner.

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Once you’ve done so, select a customer interest and Display Planner will generate relevant keywords. For example, if you’re a sports equipment e-tailer, you can select customer interests such as Fitness Equipment & Accessories or Fitness Instruction & Personal Training and Display Planner will come up with pertinent keywords such as fitness instructor training or group fitness instructor training. Include these terms in your targeted list.

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In addition to leveraging the Customer Interest feature,  you can use Display Planner to crawl your landing page to generate relevant keywords.

For example, if you’re Best Buy, you can crawl http://www.bestbuy.ca/en-CA/product/dell-dell-inspiron-15-15-6-touchscreen-laptop-silver-intel-core-i7-4510u-1tb-hdd-8gb-ram-windows-8-1-i5547-9500slv/10298307.aspx?path=715a4ba8bd3c15cd18c242ceaa3662f0en02 to generate keywords for your campaign for advertising Dell Inspiron 15 15.6″ Touchscreen Laptop.

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2. Crawl targeted sites. Use tools such as SEO Books to generate pertinent keywords by crawling targeted sites.

For instance, if you’re Coastal Contacts, you can crawl http://ca.askmen.com/entertainment/guy_gear/the-21-best-sunglasses-for-men.html, a fashion site, to generate relevant keywords about sunglasses.

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3. Identify local jargon. People in different regions use different words to describe the same product. For example, people in the UK tend to use mobile phone when referring to smartphone or feature phone while Americans tend to use cell phone. If you’re targeting the UK market, you want to include mobile phone instead of cell phone in your keyword list.

To discover terminology local resident uses, crawl newspapers using the tools mentioned above.

For example, if you’re targeting the Vancouver market, crawl newspapers such as the Vancouver Sun or The Province.

Keyword Targeting is a fantastic advertising feature because it lets you narrow your advertising campaign and display ads on qualified websites.  This helps you engage with a suitable audience and optimize the return of your advertising campaign.


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