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Chapter 2

Know your customers


Whenever you put something on the internet, you should try to appeal specifically to your target audience. With Google ads, you pay for your advertisements per impression they make. You will pay a fixed rate for every time your ad gets shown on someone’s computer or phone screen.

Gather information about your customers average locality, demographic, habits, and interests. You will be able to filter your Google ads to target your group of customers more directly. That will save you money by maximizing the potential for a sale with each impression your ad makes. 

If your product or service appeals to a specific  group or subculture, stay up-to-date with the trends of that group. Incorporate their values, events, and keywords into your ads when possible. 

Note: This works well for video ads, but Google search ads should be brief and direct.