This is a tough one! However, using a basic Google AdWords example from here is a good start for getting an idea of the numbers you’ll likely see while you’re working on your campaign.
First off, you’ll notice that your AdWords campaign consists of three sections (Targeting, Search, and Display – where the campaign is running):
Targeting
Here, we’re targeting to a small number of key demographics about a consumer to see how that can improve your campaign (i.e. your ad in search, your ad in display). You are able to identify a certain demographic based on some basic information: name, age, gender, zip code, etc.
In this example you are targeting a female age 18-30.
Display
In this section, we’re running ads within our campaign’s display space that would be relevant to the demographic the user is targeting. We’re going to show that individual ads to a number of demographics within your campaign (i.e. men 18-25 who are also men 18-25 based on this example and who would have more to say, specifically, about women 18-25).
Now, we’re using one of my favorite paid options when it comes to targeting. The Google AdWords Keyword Planner (which I’m using to create our keyword set): to give us an idea of how much those keywords are worth when in our display space (i.e. the best times for those ads to run, how many impressions would we get when showing those keywords to people). The keyword research here is pretty accurate!
You can check out the Keyword Planner for more information here. (You will also have to do the same for your Campaign Planner to create the same campaign.)
I’m also a huge fan of using a Google Analytics tracking code to find the people or campaigns we want to target using that specific keyword. (This is especially helpful for seeing how we can refine our ad message based on the exact audience we are looking for, and can then show those audiences exactly what ad is relevant to them.)
Now, what we are going to do in this example is create ads that specifically relate to the woman in our example and specifically target the audience that that particular audience would be. (You will see a list of users on your campaign page that are relevant to this demographic in the AdWords Keyword Planner). This is called keyword refinement… and by refining, I mean “we
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