Tod is on holiday until Feb 29, so in this episode, we're bringing you a sample episode of the new podcast from our Google Ads correspondent, Jyll Saskin Gales.
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In this week's episode of Inside Google Ads, host Jyll Saskin Gales, a seasoned marketing coach with over a decade of Google Ads expertise, takes listeners on a deep dive into the world of ad targeting within Google Ads. Drawing from her extensive experience working with over 10,000 Google Ads accounts, Jyll answers three compelling questions sourced from her engaged social media community.
The episode kicks off with a question from Jean-Claude, who seeks insights on how to people who have visited specific websites. Jyll unravels the intricacies of Google Ads custom segments, providing step-by-step guidance on creating targeted ads based on visited websites. She emphasizes the importance of creativity in forming niche audiences for effective targeting.
The second question comes from Hicham, who wants to know how to place display ads on a specific website that uses Google AdSense. Jyll sheds light on placements, topics, and display/video keywords, offering a comprehensive guide on how to choose specific websites, apps, or YouTube channels for display and non-conversion-based video campaigns.
Moving to the realm of search campaigns, the third question from an anonymous TikTok user addresses the apparent contradiction in Jyll's advice on using audiences in targeting and observation modes with search campaigns. Jyll clarifies the nuances between both options, and provides actionable insights on when to use each mode, and how audience observations can inform future targeting strategies.
During the episode, Jyll shares practical tips, dispels confusion, and empowers listeners to leverage the full potential of Google Ads targeting options. Whether you're a seasoned advertiser or just starting out, this episode offers valuable insights into maximizing the effectiveness of your Google Ads campaigns through your targeting strategy.
You can get the transcript of this episode (and future episodes) delivered to your inbox by signing up for free at https://jyll.ca/insidegoogleads
Let an ex-Googler show you how to make Google Ads work for your business. With more than 100 updated in-platform tutorials, plus access to Jyll on a LIVE monthly call, the Inside Google Ads membership course is the best way to accelerate your Google Ads skills and manage your ads more profitably. Learn more at https://b.link/gatraining [affiliate link]
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https://tiktok.com/@the_google_pro
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https://www.threads.net/@the_google_pro
https://www.linkedin.com/in/jyllsaskingales
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Today in Digital Marketing is hosted by Tod Maffin and produced by engageQ digital on the traditional territories of the Snuneymuxw First Nation on Vancouver Island, Canada.
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[00:00:00] It is Wednesday, February 21st, and my wife and I are actually out of the country right
[00:00:06] now until next Thursday, but I will not leave you hanging.
[00:00:09] Today I'm sharing an episode of Inside Google Ads.
[00:00:13] That is the new podcast from our Google Ads correspondent, Jill Saskengales.
[00:00:18] If you like what you hear, be sure to sign up for her podcast.
[00:00:21] Again, it's called Inside Google Ads course members get to do this with me live every month on an exclusive one-hour call. And now to our first Google Ads question about targeting. Jean-Claude actually sent me a DM on TikTok. And he asked, I'm a big fan of your interesting channel, really always great videos.
[00:01:40] Thank you, Jean-Claude.
[00:01:41] Or should I say, merci.
[00:01:43] I have a question for the expert.
[00:01:45] How exactly do you advertise to a target group that to. Now one important thing to keep in mind here is Google Ads is not promising to show ads exactly to people who visit those exact websites. What it will do is show ads to people who have visited websites like those websites. The language it uses is websites similar to. Okay. So if you just put one website in there, like let's say your competitor is, I don't
[00:03:04] know, joesbusiness.com and you want to a smaller business. So that's one example of how you could do this. Another example, I once had a coaching client whose target audience was dental hygienists. Dental hygienists, that's very specific, right?
[00:04:22] There's no way with existing Google audiences
[00:04:25] to reach dental hygienists.
[00:04:27] And so one thing and writing to refer back to later. Alright it's time for our second Google Ads targeting question which interestingly is the inverse of our first. So Hicham on TikTok asks, how do you advertise display ads on a specific website that uses Google AdSense? So
[00:05:44] here's why this is the inverse. Jean-Claude wanted to show your ads in specific apps, and then YouTube channels, of course, for video, you want to show ads on specific channels. Now, placements is not very scalable, and it can also get quite expensive if these are really in-demand placements. I recommend if you do want to do content targeting, that topics can be a much easier way to scale,
[00:07:02] and then display video keywords can actually be a better way,
[00:07:06] in my opinion, to get really specific. It's a calling. Agents answer the call, working together to keep our country and community safe. If you're ready for a new mission, join US Border Patrol and go beyond. Learn more at cpp.gov slash careers.
[00:08:20] Putting our podcast and newsletter together can get complicated.
[00:08:23] We had show notes in one place, interview coordination in another, brainstorming somewhere
[00:08:28] else. Now, we've been focusing on display and video campaign targeting here, but of course, that's not the only place you can get really specific with your Google ads targeting. So let's flip over to a search targeting question for our third question today. An anonymous user on TikTok asks, you've suggested using audiences in targeting mode for search
[00:09:41] campaigns in one post.
[00:09:43] That's true.
[00:09:44] But in this post, you've suggested adding audiences on observation mode.
[00:09:48] Also true. Targeting mode means I want to show ads to people who are searching for my keywords and match one of these audiences. So someone is searching for my keywords, but they don't match one of these audiences I've chosen. I don't want to show an ad to them. That's targeting mode. So targeting mode limits the reach of your search campaigns because someone has to not only be searching for one of your keywords.
[00:11:04] They have to also match one of those audiences, OK, then I want to advertise to them. This is very commonly used in a B2B context. And I actually did something like this with an e-commerce client. This is back when I actually managed Google Ads for people, which I don't do anymore. But they had tried running shopping campaigns, having their product show up in Google search results.
[00:12:20] But it didn't work well for them because they were
[00:12:22] a secondhand clothing store.
[00:12:23] So if someone is searching for a Gap dress or Old Navy
[00:12:26] whatever, chances are they're not surprising. It's remarketing. So can you get super specific with your Google ads targeting? Absolutely. Custom audience segments, content targeting like topics, placements, and keywords, and audience layers on search campaigns are just some of the ways to ensure you're reaching your target customers effectively. If you
[00:13:40] want a step-by-step tutorial visually about how to execute everything we spoke
[00:13:44] about today, you should look into my now and all year long. What if you could have a career where the opportunities are as vast as our
[00:15:02] nation, where it's not about mission statements but a shared mission. At U.S.