In this video, Brad Batesole shows you how to use AdWords to target audiences based on average household income if you are marketing a higher-end product or service.
- [Instructor] A valuable opportunity in AdWords…is to target based on average household income.…If you're marketing a higher-end product or service,…there's value in eliminating demographics that…may not convert as well.…Income targeting can bring another level…of optimization to your campaigns.…Now, before we dive into the how,…let's get on the same page about a few things.…This is only going to work for targeting…in the U.S., and it's based on incomes as they…relate to the U.S. average.…What I mean by this is you don't select an income…amount of say $100,000 a year, but instead you select…whether you want to target the top 10% of incomes,…21 to 30%, or say, the lower 50% and so on.…
To give you a little more perspective on this,…here's the breakdown.…The top 10% is going to be an income range of…greater than $146,000.…In the middle, that's about $111,000 to $131,000…and in the lower 50%, that's going to be less…than $64,000.…Now, keep in mind that the higher the household…income, the smaller the audience size.…
Once you've set up your campaign, you'll learn how to use AdWords reporting and Google Analytics to monitor the performance of ads and optimize ads to get more clicks, conversions, and ultimately more return on your investment (ROI) in search advertising. Plus, learn about audience remarketing and what ad extensions can do for you.
Because Google frequently adds new features and functionality, we're committed to keeping this course up to date with the latest training. Check back often for updates!
This course is part of a Learning Path approved by the American Marketing Association.
Gain the skills you need to become an AMA Professional Certified Marketer (PCM) in Digital Marketing by using the industry-leading courses and resources in the Learning Path. Take the AMA certification exam to show that you have what it takes to lead the digital transformation.
- Understanding Quality Score and the auction system
- Setting realistic expectations for your AdWords campaigns
- Creating an AdWords account
- Researching keywords with the Keyword Planner tool
- Setting campaign budgets and bidding
- Writing great ad headlines and copy
- Using ad groups
- Creating and exporting reports
- Measuring ROI
- Setting up Google Analytics for conversion tracking
- Optimizing ads
- Adjusting bids
- Creating a remarketing campaign
- Using ad extensions
Skill Level Beginner
Q: What are ad formats?
Q: This course was updated on 1/04/2016. What changed?
A: We added one new movie covering the Audience Insights feature.
Q: This course was updated on 06/29/2017. What changed?
A: The following topics were updated: an overview of AdWords, where ads appear, understanding the AdWords structure, understanding quality score and the auction system, choosing a campaign, an overview of ad extensions, advanced campaign settings, writing your text ad, and creating an ad group and adding keywords. In addition, new videos were added that cover creating text ads and finalizing a campaign.
Q: This course was updated on 09/05/2017. What changed?
A: New videos were added that cover upcoming changes to AdWords, brainstorming keyword ideas, using Google Keyword Planner for ideas, getting keyword search volume with Google Keyword Planner, and targeting on AdWords by household income. In addition, the following topics were updated: setting up an account, targeting with keywords, connecting Google Analytics, and setting up campaign experiments.