Have you ever wished there was a way to tailor your Google AdWords campaigns to users with certain types of devices, visitors within certain proximity of your business, or during specific times of day? With Google’s new Adwords Enhanced Campaigns you can do all of them…. at the same time. By adjusting your bids, merchants can now hone in on consumer demographics like never before.
Here’s an example: You run a winery in Sonoma Valley and want to target users within 10 miles of the tasting room. You can adjust your bids to capitalize on those searching on a smart phone that you know are nearby during business hours, increasing the likelihood they’ll stop in or perhaps even place an order online through your mobile storefront and pick up their purchase on site, eliminating shipping costs from the equation. Likewise, you can customize your campaign so that afterhours another customer might be on his or her laptop or tablet where they’re taken to your website with hours and information and the ability to shop in your traditional desktop storefront.
Let’s say that over time you discover that mobile users within 10 miles of your tasting room happen to be a significant traffic generator for you and you want to get more competitive in that segment. Easy, just adjust your bid by a desired amount for that scenario, perhaps 10% and then decrease by a certain amount after business hours and default them to your online store. Using your Nexternal reporting and Dashboard tools makes it that much easier to determine where your orders are coming from geographically. So if your business is located in and ships from New York, it’s not unlikely that you have a high number of orders in your own state due to low shipping costs. This could be a perfect opportunity to further capitalize on your home state by increasing your bid for visitors in New York.
When used properly, these new features by Google AdWords can more value to your marketing plan that blends seamlessly with your diverse Nexternal resources. Nexternal users can activate their mobile store in Layout/Mobile Layout and enable In Store Pickup in Settings/Site Options or speak to their dedicated account rep.