What’s happening in a perfect world? In an ideal world, we would only pay for high-quality leads. In reality, that’s not the case. How do we get close though? By audience targeting. For instance, Sam sells electronics online and wants to increase his profits through Google ads. Sam wants to spend his money efficiently (duh, don’t we all). He wants to place his ad in front of the right person at the right time. In an ideal world, his ad would appear for people who are in-market for electronics. Oh wait, that is the ideal world! And there is more. What are our options? 1. Affinity Audiences:
Audiences which are designed by Google to exclusively reach potential customers based on their lifestyles, passion and habits. With affinity audiences, you can be sure that the advertiser's messages are reaching the right target group. For instance, Sam wants to target people who are technology enthusiasts. He can use the affinity audiences to target such people and potentially get them on board. 2. In-market Audiences:
As the name suggests, in-market audiences help a marketer target potential customers who are searching for similar products or are in-market for their products. For instance, Sam can target customers who are looking for electronics or similar products and show his ad particularly to them. This could indeed help his ad being effectively shown to the right person and consequently would help increase sales. 3. Life Events:
This targeting setting is particularly designed to reach audiences around their important milestones such as students who have recently graduated, or a newly engaged couple or even new parents. Suppose Sam wants to target individuals who have recently graduated as they might be in-market for electronic goods. He could use life events audiences to target those clusters of individuals specifically. 4. Custom Intent:
Define your audience using keywords, URL or specific pages that your potential customer may be searching for. Custom intent tends to be very influential when a potential customer is researching your products and services. For instance, Sam wants to make his own custom intent list where he wants to target people who are using a particular service. He could use keywords like “electronics enthusiasts” and“ fitness trackers” to target them. He could also add URL’s of websites which have technology-related content. Tip Always have your audiences on “observation” and let the metrics roll in before you switch them onto “targeting”. Audiences truly are a valuable and powerful tool of any paid search marketer’s armoury. Power to the audience Audiences are a powerful tool to improve campaign performance. Audiences not only help upsurge potential reach but also help optimise your campaigns and help you spend your budget prudently. • Look at the data coming from Google Analytics to get a sense before you start with audience targeting. • Identify the individuals who come to your website and convert. Also, analyse the times where your website gets the most number of conversions. • Bring those themes and ideas into your Google Ads account and think how would you segment those customers and who would be your related audiences. Happy PPC’ing.
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