There are usually four different ways you can target an audience (depending on the PPV network):
For the uninitiated, I’d recommend starting with URL targeting, then once you’re proficient, expand onto keyword-targeting and maybe category-targeting, depending on your offer.
URL-targeting is one of the most exciting capabilities with PPV marketing. Here’s a scenario of what you can do:
Let’s say you’re marketing travel insurance – you could:
- Keywords – specify the keywords relevant to your offer, and what the user may be searching for
- URLs – list the URLs of sites that you want your ad to appear in front of
- Categories – specify the category of site that your product may be relevant to, eg. Shopping
- Run of the network (RON) – very broad approach that markets to the whole network (not usually recommended)
For the uninitiated, I’d recommend starting with URL targeting, then once you’re proficient, expand onto keyword-targeting and maybe category-targeting, depending on your offer.
URL-targeting is one of the most exciting capabilities with PPV marketing. Here’s a scenario of what you can do:
Let’s say you’re marketing travel insurance – you could:
- Compile a list of keywords relevant to travel insurance and people looking to travel – create a keyword-targeted campaign for anyone searching on those keywords or visiting contextually relevant sites
- Create a broader category-targeted campaign based on Travel and Accommodation
- Compile a list of URLs, then create a URL-targeted campaign
- These URLs could be competitors’ sites or similar sites to your offer eg. travel insurance sites. They could also be sites where people would go that would be interested in what you have to offer, eg. people making travel bookings may be interested in travel insurance
- By choosing the top ranked free and paid listings on Google, these are likely to be sites that are highly trafficked, highly relevant and successful
- When any of those travel web sites are visited by someone who’s joined to the PPV network, your ad or landing page appears in front of them
- Eg. a traveller visits www.insuremytrip.com or www.tripology.com and is also presented with the option of your web site
- Conversion rates can be higher with URL-targeted campaigns because you are offering them another product that is directly relevant and helpful to what they’re looking for
