W07 Reflection

     This week we learned about creating a google ads campaign and optimizing keywords. When I created my ad campaign, I limited my geographic location to the United States. This is because I don’t want to deal with shipping costs for people outside the United States, even if it’s just to Canada. So I only want people within the US to see my ads. I want to show my ads on both computers and mobile devices, because I want a broad variety of audiences to see my ads. If I were to prioritize what devices to bid for more, I would choose mobile devices because I feel like people use their phones more and are more influenced by ads they see when on their phones.     

 I think some characteristics of a good keyword are that it is relevant, specific to your product or service, and that it’s what customers actually use. A keyword might be very relevant, but not common vernacular that people will search for. It also would be best if you can find keywords that have lower competition. Trying to think of all the different ways that somebody might phrase a search for your product can help you to find gaps that other companies might not be capitalizing on. For instance, utilizing a common misspelling, or a synonym. 

    A bad keyword would basically have all the opposite attributes. If a word is too general, than the competition for it will probably be very high, or a lot of people searching for it may not be looking for your product. For instance, if you sell authentic gourmet chocolates from Sweden, using something like “sweets” might be too general. But on the other hand, if you try to use a really specific phrase and you choose “exact match” then the likelihood of someone searching for that exact product is very slim. So you want to find a balance between being specific enough to get the audience that’s actually looking for your product, and being broad enough to catch people who might search for similar but related terms.

    It was kind of difficult to come up with very many ad groups for my campaign, as I'm really only selling one thing, which is vintage ads. So when it came to picking ad groups or "group themes" as the assignment referred to them, I didn't really know what to put besides just grouping them into "vintage ads." I only have one gallery page on my website that my ads will link to, so I don't necessarily want to have different ad groups linking to specific vintage ads. 
 

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