I shortly want to come back on the use of adwords, this time used for Google. Search engines are constantly trying to make your results more relevant to its user. At social marketing hub they explain ways how search engines make their results more personal and at wordstracker.com they talk about possible effects for you as an owner of a website. What I am wondering is how can I figure out what the organic search results of my potential customers are. We might not be in the same geographical place, they might even not be in the same geographical place, they probably have a different Query History too. So how do I know what comes up in their search results and on which place will I be? We can kind of influence what people see by using Adwords but why do you want to do that when you are in the top-3 of organic results. And are Googles advertisements also ordered by geographical relevance? That would help the the Adword campaign of local stores to be relevant to the people close around them but wouldn’t they miss out on a big piece of ‘potential customer’ pie just outside their radius? And what about online stores that now have to compete for advertising space with all the local brick&mortar companies in their category?
I think the personalization of search engines is a wonderful development for the user but raises questions for advertisers. Do you have the answer? Please respond below.
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I learned that Google offers a service called Ad Preview tool that allows you to see how your ads shows up in the search results. You can find this tool in the adword management program under ‘reporting and tools’ but also if you don’t have a google account (https://adwords.google.com). This tool is part of the solution since it also shows the local organic search results. But remember that these are influenced by the users search history and can vary between people, leaving the question unsolved.