The beauty of pay per click advertising in comparison with more traditional marketing techniques is its flexibility. Part and parcel of this adaptability is niche targeting functions which allow advertisers to choose exactly who, where and when their ads are displayed.

pay per click advertisers on the Google AdWords network have a powerful suite of advert targeting tools at their disposal. Standard language and location targeting options are complimented by advanced time targeting, putting the focus of the campaign on profitable times of the day.

Regardless of targeting method, fine tuning the ad appearance means the pay per click campaign is targeted to reach a certain audience, making the whole campaign work more efficiently to deliver a better return on investment.

If your business operates in more than one country or could potentially service leads outside of the physical region the business is located within, geographical and language targeting is a must. Rather than setting a bid per click across the whole of the campaign, targeting by area allows you to box clever with your budget, either by directing more resources at identified growth areas or setting higher bids in regions shown to yield better results.

Language targeting goes hand in hand with regional displays. Not only can you choose to show ads to people only within specific towns and cities but you can elect to be visible only in certain countries. Language targeting then gives the option of soliciting clicks with ads for native speakers within those territories.

Even if you are based purely in the UK or USA, adding a second ad group in say French or Spanish is an excellent way to test the waters on foreign soil without actually having to have a physical presence in those areas.

Time targeting is yet another option to be considered, honing the campaign even further and squeezing even more performance from your internet presence. Time targeting helps to eliminate wasted clicks by automatically scheduling the ads to turn on and off at certain times of the day. This means you don’t have to worry about valuable cash being used up at times that your target demographic are not typically looking to buy. For business to business activities, this could mean switching off the campaign at lunchtimes, after office hours and during the weekend.

Finessing PPC performance in this way will lead to stronger click through rates, more conversions and a better return.

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