I have a client that wants to market a new tool that helps mortgage lenders do their jobs better. I am having a little trouble finding the audience as mortgage tools/software in search is tiny in Adwords, and related areas seem to be too far out from the bulls eye. On the Display Network, the Industry sites/forums have obstacles or are lacking as well (no GDN, or inability to place where GDN exists). If anyone has any insight I would appreciate it. I'd like to come up with something in Google. I have started to solicit from Newsy/Industry sites/newsletters directly, but that tends the get rather pricey per unit. My CPA is $20-$25 max.
Hi Douglas, Placement tool- Have you tried using Placement tool available in “Tools and analysis > Placement tool†And search mortgage lenders mortgage lender I can see quite no. of relevant websites, where you can promote the tool. Controlling CPA- As I understand the CPA also needs to be controlled, so you can choose below targeting methods to reach the relevant audience- Keywords + placements- Targeting: Keywords AND placements Interest categories+ age- Targeting: Interest categories AND age range Keywords + topics- Targeting: Keywords AND topics Remarketing + gender- Target: Remarketing AND gender Topics + interest categories- Targeting: Topics AND interest categories To get the placement websites, you can get option below- Campaign > Display network > Placements > Change display targeting > Select an ad group > Search for placement ideas Campaign types- Which type of campaign type are you using- search only. Generally I create 3 types of campaign to gauge the performance- Search only with keywords and text ads Display banners with keywords in display networks Display network text ads with keywords Based on the performance, campaigns can be budgeted and fine tuned. Does this help. SJ