Targeting Features in Google Ads: A Strategic Approach for Vietnamese Businesses

Abstract

This paper analyzes the role of targeting features in the Google Ads platform, a digital advertising tool increasingly prevalent in the context of digital transformation. The research focuses on understanding the operational mechanisms of Google advertising, particularly customer segmentation and targeting capabilities; it evaluates the current application status among small and medium-sized enterprises (SMEs) in Da Nang, thereby proposing an effective tactics framework for implementation. The study uses descriptive statistics and draws on both primary and secondary data sources. Primary data were collected from 120 SMEs operating in e-commerce, tourism, education, services, and manufacturing. The results indicate that 100% of e-commerce businesses utilize Google Ads, followed by service and tourism sectors with usage rates of 96% and 92%, respectively. Conversion rates significantly improved, with the click-through rate (CTR) increasing by approximately 15.7% after correctly applying targeting features. The paper contributes both theoretical and practical foundations for enhancing digital marketing capabilities among Vietnamese enterprises.