reaching people in a particular sector
On Linkedin, you can target people in a specific industry, which i find extremely useful. our company don't sell to the general public, we sell to healthcare, education and care businesses. How do we reach those, and only in our country, on Google?
Here are a couple of suggestions:
1) You can target your specific country / geography in Google
2) On the display network, Google started allowing you to target by interest
3) You can mix and match the interest category targeting with Google's other targeting tools for the display network (such as keyword targeting, site targeting, content targeting, remarketing etc.)
4) You may also want to set up a remarketing campaign to recapture your existing website visitors and remind them of your products...
One option would be to setup a display network campaign and target an audience based on topics or interests categories. This won't necessarily target those specific businesses, but it will show your ads next to related content. You can do the same with your product related keywords on the display network or even on the search network if you know what these businesses are searching for. Do you have Google Analytics or Google Webmasters setup? If so, you can look at search querie reports to find valuable keywords that are already sending visitors to your site and target these.
You could also setup a remarketing campaign, which will target users that have visited your site. This can be especially powerful if for example a user added an item to their shopping cart but did not complete the purchase, or just did not complete some desired action once they got to your site.
Just a couple of thoughts. Hope these help. Let me know if not and I can recommend others.
In addition to David & Bl spot on response,
Display Network: May be you can search managed placements using "Placment Tool" and select placements that are highly related to your product & services. Create a campaign and target it to specific reach, use keywords and managed placements. By using this method you ads will only appear on placements tht you have selected. You can even run ads on internal url, Suppose you selected one classified site but you do not want your ads to appear on the whole site, you can simply select targeted url and add those as managed placements & your ads will only appear on those selected urls.
Hope this helps someway!
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Indeed demographic targeting is not (yet ) the strongest side of Adwords
Your best two targeting methods:
Topics: similar but different: these are webpage (vs. Users in audiences) that include content on specific topics/ subjects that users are likely to have an interest in
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Re: reaching people in a particular sector
There's no reason why you can't use adwords for B2B. Focus on keywords in those industries that are applicable to your products. Then use the full google adwords suite of tools to target them.
If anything adwords can be a little better for B2B. Since the sales amounts are higher, you can afford a higher CPA, and have much higher ROIs than B2C, especially for mid-sized market segments that wouldn't otherwise be targetted by business development.