The Segmentation,Targeting and Positioning (STP) topic in Marketing is one of those early marketing topics. Once you have figured out what your market offering (product) provides as “value” to your prospective customers- you need to start figuring out your market segmentation, targeting and positioning(STP). Here is a way to think about STP vs. the Google AdWords Account Structure:
Segmentation,Targeting,Positioning (STP) faces the market of the business
Segmentation, Targeting and Positioning (STP) is all about a market facing perspective. The business is looking outward and wondering what segments of customers might buy their product. The segments can be defined by income,gender, occasion ( eg. mother’s day coming up this Sunday),location,industry (for B2B products), etc. After market segmentation businesses need to decide their most attractive segments that are called target markets. The target markets are much narrower than segments because target markets must meet the following qualifications viz.
- Must be identifiable- i.e. answer some questions like where located, what possible age,income gender etc.
- Must be substantial- there needs to be some volume of sales expected.
- Must be reachable online – you have reason to believe that at least some of your target market can be reached online. If anyone is not on the Internet then you can’t advertise via Google AdWords.
Positioning is about how your customer sees your product compared to other competition.
Google AdWords Structure viz. Campaigns,AdGroups,Ads and Keywords face the business website
The purpose of Google AdWords advertising is to drive more visitors to your website and convert them into customers. Here is how to think about the Google AdWords Account structure in STP terms:
- Keywords trigger ads. Whatever your customer searches on Google triggers related ads.Choosing keywords that your target market might search is the trick here. The better your understanding of your target market the better keywords and key phrases you can choose. An easy way to gain insights about what your target market thinks is to simply go to forums/discussion boards. If you are marketing a product say to salons and spas simply search for “salons and spas owners forums” and you’ll be amazed at the number of keyword ideas you can get.
- Ads is what people see: People see ads and when it resonates with their search intent, they click on the ad. It is here that you must bring parts of your positioning into play. Say what’s special about you- that’s different from your competitor.Every Ad can have a landing page that takes the visitor to a particular web page on your website. In general it is good to have AdGroups that each have the same landing page particularly when you have hundreds of Ads running.
- AdGroups: AdGroups contain Ads around a particular theme and keywords. Keywords are common within an AdGroup. A good idea is not to duplicate keywords between different AdGroups as you would then be competing in the Google auction with yourself, by bidding for the same keywords in different AdGroups. AdGroups are trying to build your market positioning and engage and convert customers who believe in your positioning.
- Campaigns: Campaigns correspond to target markets in STP and you can have all kinds of settings here like location ( like searches within 100 miles of New York City), daily budget etc. If you have display campaigns (banners) going on, you can do other settings like demographic,in-market etc.
The simple idea that STP is outward and market facing while the Google AdWords account structure is inward focused that implements your STP – is a good start.