Ever feel like your ads aren’t reaching the right audience? When you started your adventure with PPC advertising, did you feel like you were driving with a blindfold on? Audience targeting is a powerful tool, used to guide potential customers down the sales funnel, transforming them from passive internet searchers to brand-loyal regulars.
By utilizing innovative targeting techniques you can rest assured that your ads are reaching the right audience and your budget is being spent efficiently. To make things simple, we broke down these targeting strategies into three initiatives: fundamental, audience, and focused. So let’s get started!
Whether you’re a Google Ads novice or you’ve been around the block a few times, the first steps to take when carrying out audience targeting are simple and straightforward. By starting with device, location, and demographic targeting and ad scheduling, you are setting the stage for increased PPC returns.
There is a wealth of data contained in your Google Ads account. A little digging can reveal information that will help you reshape how you approach your ad strategy. If you notice certain devices aren’t performing as well as others, you can choose to target one over another. For example, if you find one campaign is bringing in a fair amount of conversions on mobile but is lagging on desktop computers, you can serve ads only to mobile users to maximize the opportunity. Doing this can do wonders for your ROAS and score more conversions in the process.
A key component to seeing success with your ads is getting them in front of a relevant audience, and location targeting plays a key role in seeing that through. If it makes sense for your business, you have the ability to select the states, cities, and even zip codes where your ads will run. For businesses who want to increase in-store visits, for example, there’s no reason for you not to be especially picky when it comes to where your ads are served. You can see improved ad performance by selecting zip codes that historically performed well and/or targeting zip codes with a reputation for higher spending habits. Location targeting increases the relevance of your ads, which should, in turn, drive more traffic to your site.
Can you sort your customers into easily identifiable groups? If so, implementing demographic targeting could result in additional sales for your business. Targeting users by age, gender, or household income allows you to craft better ads that will be more relevant to your targeted audiences.
In addition to having control over who, where and how your ads are served, you have the capability to select when they are eligible to run. Choosing specific time frames for your campaigns can influence the messaging in your ad copy. The more focused your ads are, the better your chances are that people will find them relevant and click on them. Even scheduling your ads to run during business hours could help ensure your ad budget is being spent efficiently.
It is crucial to take these first steps towards refining your target audience. Without them, you run the risk of spending the majority of your budget on clicks that won’t result in any sales. Moving forward, there are additional, more intensive targeting methods you can utilize to build upon these essential tactics.