Which User Characteristic May Not Be Used to Change Keyword bids in Google ads?

All, Digital Marketing, Marketing, Pay Per Click,

Published on: September 25, 2023

[tta_listen_btn] Google Ads allows businesses to bid on keywords to display their ads on top of search results pages. Learn how to optimize ad campaigns and budget spending with a clear understanding of user characteristics. Want to know how businesses can make their advertisements appear on top of the Google search results page? One way is through keyword bids in Google Ads, where businesses place bids on specific keywords so that their ads show up when people search for those keywords. User characteristics play an important role in keyword bidding, such as location, device type, and search query intent, which can assist businesses in targeting their ads to an appropriate audience. But there are some user characteristics that businesses cannot utilize to adjust their keyword bids in Google Ads. In this blog post, we will delve into user characteristics in-depth to understand why businesses must comprehend their limitations in keyword bidding.

User characteristics in keyword bids

In keyword bidding, businesses aim to display their advertisements to the right audience to have higher click-through rates and conversions. For this, user characteristics play a crucial role as they offer businesses insights into their target audience's search behavior and preferences. There are various types of user characteristics in keyword bidding, and each provides valuable information that can help businesses improve their targeting strategies.

1. User Location

It allows businesses to target users in specific geographic locations. This is especially important for businesses that serve a particular region or have physical stores in certain areas. For instance, a local restaurant can use location targeting to show their ads to users in their area and increase their foot traffic which is often referred to as local SEO. Businesses can also adjust their bids with location targeting. This means that bids can be made higher or lower on specific keywords based on the location of the user searching for those keywords. For example, a business that offers shipping services can adjust its bids based on the shipping costs associated with different regions. This helps businesses save money by bidding lower in regions where shipping costs are higher and bidding higher in regions where shipping costs are lower.

2. Device Type

The device type is another important user characteristic that businesses use to target their ads to users on specific devices, such as desktops, tablets, and smartphones. With device targeting, businesses can choose to show their ads only to users on a particular device or adjust their bids based on the user’s device. Advertisements appear differently on different devices due to varying screen sizes, resolutions, and other technical specifications. So, a business may create a mobile-specific ad designed to be displayed on smaller screens and optimized for touch navigation. Businesses can also adjust their bids based on the cost associated with displaying ads on different devices. Advertisers can set higher bids for ads displayed on mobile devices, as users on mobile devices are more likely to take action, such as clicking on an ad or completing a purchase, than those on desktops. This can improve the budget spending of a PPC marketing campaign.

3. Time of Day/Week

Time of day/week is another important user characteristic businesses can use to optimize their keyword bidding strategy. By understanding when their target audience is most active or likely to engage with their ads, businesses can adjust their bids accordingly to maximize their ad spend and increase their chances of reaching their target audience. For example, if a business is targeting working professionals, they may choose to increase their bids during weekday mornings and evenings when their target audience is more likely to be searching for products or services related to their industry. Conversely, if a business is targeting stay-at-home parents, they may choose to increase their bids during weekday afternoons when their target audience may have more free time to browse the internet and make purchasing decisions. Businesses may also consider the time of the week when adjusting their keyword bids in Google Ads. For example, a business selling party supplies may choose to increase their bids leading up to weekends and holidays when their target audience may be more likely to host parties and events.

4. Language Preferences

Language preference is another user characteristic businesses use to target their ads to specific audiences in PPC marketing. By understanding the language preferences of their target audience, businesses can create ads in the appropriate language and increase their chances of reaching users who are more likely to engage with their ads. For example, if a business is targeting a Spanish-speaking audience, it may choose to create ads in Spanish to increase its chances of reaching users who prefer to consume content in that language. Similarly, if a business is targeting a bilingual audience, it may choose to create ads that are available in multiple languages to increase its chances of reaching users who may switch between languages when searching for products or services. Language preference can also be used to target users based on their geographic location. For example, if a business is targeting a French-speaking audience in Quebec, it may choose to create ads that are specifically tailored to that audience, such as using Canadian French or highlighting products that are popular in Quebec.

5. Search Query Intent

Businesses can use search query intent to optimize their keyword bidding strategy in Google Ads. Understanding the intent behind a user's search query can help businesses create more targeted ads that are more likely to resonate with their target audience. There are generally three types of search query intent:

• Informational - where a user is seeking information about a particular topic or question, such as "how to cook pasta."
• Navigational - where a user is looking for a specific website or page, such as "YouTube."
• Transactional - where a user is looking to make a purchase or take a specific action, such as "buy a new pair of shoes."

By understanding the intent behind a user's search query, businesses can tailor their ads to the specific needs and desires of their target audience. For example, a business selling kitchen appliances may create ads to provide helpful cooking tips and advice for users who are searching for informational queries related to cooking. Conversely, the same business may create ads that highlight specific products and promotions for users who are searching for transactional queries related to purchasing kitchen appliances. It is important for businesses to regularly monitor and adjust their keyword bids based on changes in search query intent and user behavior. For example, a business may notice that the majority of their target audience is now searching for transactional queries related to online shopping, prompting them to adjust their bids accordingly.

6. Ad preference

Businesses can use ad preference to target their ads to users who are more likely to be interested in their products or services. Ad preference refers to the user's preferences for certain types of ads or ad content, and it can be influenced by a variety of factors, such as age, gender, interests, and online behavior. In Google Ads, businesses can use ad preferences to target their ads to users who have demonstrated an interest in specific topics, products, or services. Google Ads also assist in small business branding by reaching their target audience with precision. For example, if a user has previously clicked on ads related to fitness equipment, a business selling gym equipment may choose to target their ads to that user in the future. Ad preference can also be used to target ads based on the user's behavior on the advertiser's website. Suppose a user has added a product to their shopping cart but has not completed the purchase, a business may choose to target their ads to that user with a special promotion or offer to entice them to complete the purchase.

User characteristics that cannot be used to change keyword bids in Google Ads

There are several user characteristics that businesses cannot use to change their keyword bids in Google Ads. These characteristics include age, gender, user income, marital status, education level, and employment status. All these fall under the Ad preference characteristic that a user personalizes or moderates and is related only to the user.

1. Age and gender are common demographic characteristics that businesses may use to target their ads. But these characteristics cannot be used to change keyword bids. This is because Google Ads prohibits businesses from using sensitive information, such as gender and age, to target or exclude specific groups of people in their ads.
2. User income, marital status, education level, and employment status are also considered sensitive information and cannot be used to change keyword bids in Google Ads. These characteristics are not relevant to a user's search query intent or their likelihood of converting to a customer and, therefore cannot be used to optimize your bidding strategy.

Businesses need to adhere to Google Ads policies and regulations to avoid potential penalties or account suspensions. While user characteristics such as age, gender, and income are useful for audience targeting in other advertising platforms, they cannot be used in Google Ads for bid adjustments. Businesses can, however, focus on optimizing their keyword bids based on relevant user characteristics such as location, device type, language preferences, and search query intent. By understanding and leveraging these characteristics, businesses can create more targeted and effective ads that drive higher conversion rates and lead to greater business success.

Why some user characteristics cannot be used to change keyword bids in Google Ads

In Google Ads, some user characteristics cannot be used to change keyword bids due to a variety of reasons.

1. Google Ads has policies that prohibit the use of sensitive user information, such as age, gender, income, marital status, education level, and employment status, in ad targeting or bid adjustments. Violating these policies can lead to account suspension or other penalties.
2. There may be legal issues surrounding the use of sensitive user information in advertising. Some jurisdictions may have laws or regulations that restrict or prohibit the use of such information for advertising purposes.
3. There may be ethical concerns around using sensitive user information to target or exclude certain groups of people. It may be perceived as discriminatory or unfair to target ads based on certain user characteristic
4. User privacy is a major concern in online advertising. Collecting and using sensitive user information without their consent can violate their privacy and lead to negative user experiences.

 

Read Also: The ‘Cost Per Click’ (CPC) Bidding Option Aligns with Direct Response

 

By avoiding the use of sensitive user information in Google Ads, businesses can ensure compliance with policies and regulations, maintain ethical advertising practices, and protect user privacy.<//p>

FAQs

Q1) Can you adjust keyword bids in Google Analytics?

No, keyword bids cannot be adjusted in Google Analytics. Google Analytics is a web analytics service that provides insights into website traffic and user behavior. It does not offer bid adjustment capabilities for Google Ads campaigns. To adjust keyword bids, advertisers need to use the Google Ads platform, which allows them to set bids for individual keywords or groups of keywords based on various user characteristics and other factors.

Q2) Can we adjust keyword bids in Google Ads from Google Ads?

Yes, advertisers can adjust keyword bids in Google Ads from within the platform. They can set bids for individual keywords or groups of keywords based on various user characteristics such as location, device type, and search query intent. Advertisers can also adjust bids based on performance metrics such as click-through rates, conversion rates, and cost-per-click. This allows them to optimize their bidding strategy and maximize the ROI of their ad campaigns.

Q3) When linking a Google ad account to Google Analytics what is not possible?

When linking a Google Ads account to Google Analytics, it is not possible to adjust keyword bids within the Google Analytics platform. While the integration allows for deeper insights into ad performance and user behavior, bid adjustments must be made directly within the Google Ads platform. But advertisers can use the data from Google Analytics to guide their bidding strategy and make more informed decisions about keyword bids.

Q4) How do I change bid adjustments on Google Ads?

To change bid adjustments on Google Ads, go to the "Campaigns" tab, select the campaign you want to adjust, and click "Settings." From there, you can adjust bids based on various user characteristics like location, device type, and search query intent. Advertisers can also adjust bids based on performance metrics such as click-through rates, conversion rates, and cost-per-click.

Q5) How do I change the keyword match type in Google Ads?

To change the keyword match type in Google Ads, go to the "Keywords" tab and select the keyword you want to modify. Then, click on "Edit" and choose the new match type you want to apply. Google Ads offers four keyword match types: broad match, broad match modifier, phrase match, and exact match. Choosing the right match type is essential for controlling the visibility of your ads and ensuring they are shown to the most relevant audience.

Q6) How many types of bidding are there in Google Ads?

There are four types of bidding strategies available in Google Ads:

1. Manual cost-per-click (CPC)
2. Automated cost-per-click (CPC)
3. Manual cost-per-thousand-impressions (CPM)
4. Automated cost-per-thousand-impressions (CPM)

Each strategy offers unique advantages and allows advertisers to set bids based on their goals and budget. Manual bidding requires more hands-on management, while automated bidding uses machine learning to adjust bids based on performance and maximize results.

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Abdullah Haroon

Abdullah is COO of Xtreme Technologies. He is Interested about Business, and Technology.