Mobile Display Is The Future...Know Your Ad Types!
3 out of 4 people will access the internet using a mobile phone by the end of 2016. That equates to 2.5 billion people worldwide and is expected to grow by 86% by 2020.
You always need to exercise caution when utilizing broad match in AdWords. This almost goes without saying, but I said it anyway. The scope of queries matched to each broad match keyword has grown over the past couple of years, especially with the introduction of Google’s expanded broad match. Today, I will spin a cautionary tale about casting a wide keyword net within international waters.
First, I’ll describe what I found within one of our AdWords campaigns. Since one of our client provides international service, one of our campaigns was targeting a wide range of countries. As we were targeting a wide range of locations, the ‘All Languages’ setting was chosen as our default setting.
Overall, this international campaign worked well. Each month we generated a good number of leads with a cost-per-lead below our target CPL. However, good campaigns can always perform better. As part of our on-going optimization strategy we ran a search query report in order to find new keywords to add to our account as well as find new negative keywords to improve our traffic quality.
Upon running a search query report, we found quite a few search queries that weren’t even in English (but all of our keywords are English). Here is a short list of search queries that matched for the term “hydraulic pump repair:”
accident barrage hydrolique dans le monde
acheter vendre verin hydraulique pour fendeuse
yollu vana hidrolik
apparatuur of systemen hydraulisch druk
bobina rexroth 12v
bomba linear de pistões axiais vickers
havayla çal??an hidrolik
idrolique a villeneuve de marsan
karakteristik fluida hidrolik
la pompe hyd cabire
le nom de huile de frein hidraulique
macam macam hidroulik
matériel professionnel pinc idrolique
ogloszenia hydrallik wroclaw
The reasons these queries were a problem is three fold:
So, why was this happening? This was happening for a few different reasons:
Remember, location targeting is set at the campaign level. When targeting an international audience you you should keep few a things in mind:
And this is why we were seeing so many different languages in our search query report: we were targeting numerous countries with numerous languages. Now that’s some expanded broad match!
We are optimizing our international distribution by employing these tactics:
In summary, casting a wide net within international waters can generate mixed results and you need to pay attention to the details. One of the most important aspects in AdWords is that you can control everything (your settings, at least) so make sure that all of your campaigns, whether they are domestic or international, are as focused as possible.
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