Optimizing for the Tech Commerce Vertical
The Consumer Tech vertical includes everything from OEM companies to resellers of technology products. Tech advertisers will be most effective if they can communicate with two distinct audiences – novices and experts. This cheat sheet will focus on the most common challenges and solutions for tech advertisers communicating with a consumer or home audience.
As always, when running Google AdWords™ advertising, make sure your ads comply with our guidelines, as well as all applicable laws and regulations. For more details, please review our Terms and Conditions.
You don't want to pay for clicks from people who won't buy your product or service, such as business users or researchers.
Ultimately all campaigns are
about making money, but some are more direct about driving sales on the
site.
The strength of online advertising
usually lies in the measurability of success, but some advertisers still
value brand awareness, if only as a secondary goal. Be clear about the
metrics for success if you are interested in a brand awareness campaign.
Return to Tech Commerce overview
The Consumer Tech vertical includes everything from OEM companies to resellers of technology products. Tech advertisers will be most effective if they can communicate with two distinct audiences – novices and experts. This cheat sheet will focus on the most common challenges and solutions for tech advertisers communicating with a consumer or home audience.
As always, when running Google AdWords™ advertising, make sure your ads comply with our guidelines, as well as all applicable laws and regulations. For more details, please review our Terms and Conditions.
| Getting the Right Traffic |
You don't want to pay for clicks from people who won't buy your product or service, such as business users or researchers.
| • | Try negatives like: enterprise, business, corporate, info, or how to. | |||||||||||||
| • | Be robust
when building a keyword list – target everyone who would be
interested in your product, whether beginners or experts.
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| Driving Sales |
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| • | Comparison
shoppers are often interested in eventually making a purchase,
but most likely not on the first visit. You must decide whether
you want to pay for comparison shoppers to visit your site.
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| • | Another
way to restrict your audience to buyers is to include purchase-driven
keyword phrases, which will have a better ROI than general
words.
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| • | Test several versions of ad text with specific, descriptive benefits. Choose aspects that really differentiate your company from others. | |||||||||
| • | Not all
users are drawn to the same benefits. Some are interested in
price, some in quality, some in the ease of use or installation.
Be concise: the more benefits you can fit in your ad text,
the broader the audience you will attract.
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| Lead Generation |
| • | In choosing
keyword phrases, seek the right balance between specificity
and inclusiveness.
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| • | Consumers don't just want information or a follow-up call; they want to try out new products. Offer free trials, demos, or downloads. | |||||||||||||
| • | Consumers may be less savvy, so avoid jargon in ad text. Also, focus on the solution you are providing, as well as what you can offer right away. | |||||||||||||
| • | Consider
what distinguishes you from your competitors – price, quality, selection, simplicity. Here are some examples for the keyword
wireless networking:
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| • | Consumers don't like giving personal information about themselves, so be wary of making your landing page a sign-up page. Welcome your customer with more guidance and information, with the sign-up page coming after 1-2 clicks. |
| Brand Awareness |
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| • | If you are promoting a new aspect of an established brand, display the brand in the creative as prominently as possible, but preferably not at the expense of having a targeted headline. | |
| • | If you are trying to build awareness of a new brand, focus on the benefits that make the brand unique. | |
| • | Use phrases like "official site" or "buy direct" to capitalize on your brand's reputation. | |
| • | Slogans are only rarely effective. If you want to incorporate one, you should still try to reserve space in the creative to describe more specific site benefits. | |
| • | While we always advise opting into content targeting, it's especially important if you want to spread brand awareness, as your ad can potentially be seen on thousands of different content pages. |
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