A PPC Campaign is only as good as the audience selected. If the wrong people see your ads, it will not matter how good your messaging or content is. If you want to do well, you have to effectively reach the correct target audience—the audience selection process used with keyword targeting. Although keywords still have their place today, it is only one of the ways to reach the right audience.
If you’re not already doing so, utilising Google’s targeting by topic, audience, and placement can maximise your PPC results. This blog will explain how a top PPC Agency in London leverages all Google has to offer.
Overlaying audiences
Two main tools are at your disposal when selecting your audience:
In-market audiences reach users based on their recent purchase intent and affinity audience, reaching users based on their passions, habits, and interests. There are also custom audiences. Overlaying audiences is a powerful tool as it can allow you to target based on both the customer’s characteristics and the customer’s intent alongside your target keywords.
There are many ways of combining audiences. You can connect topics and demographics to target groups more specifically. Say you are a men’s clothing brand. You would want to target men from 20 to 35 years old, interested in fashion, have a habit of shopping at higher-end retailers, and intend to purchase more clothes. This is the perfect way to target the right customer for your site.
Display Targeting
Display campaigns have many targeting options that fall into one of two main categories: content or audience.
Content or contextual targeting is targeting options that focus on the site’s content. Placement targeting, keyword targeting and topics are all part of contextual targeting.
Contextual targeting will indicate to Google that you want your ads to show up on sites that have relevant content to your ad.
On the other hand, audience targeting indicates to Google what behaviours the people you have chosen are essential no matter the content they are consuming. In-market, life events, detailed demographics, custom intent audiences, affinity audiences and similar audiences are all part of audience targeting. Google Analytics demographics and audiences help identify the correct audiences to target based on already existing data from your website. You will be able to view the characteristics of customers who already purchased from your site and use that information as a framework for your audience selection.
Remarketing
Remarketing is one of the best ways to get back anybody who has visited your website and hasn’t completed the desired action. Anybody who clicked on or interacted with your website can be retargeted. This is one of the best ways to provide promotions or switch up your content. The ads will follow a customer on the sites they visit, which are part of the GDN when you create a custom audience list.
PPC is an easy place to start when it comes to online advertising. It can help elevate your business and allow you to increase traffic and, if done correctly, increase sales. Using the skills we have outlined above will help you target the right audience for your business.
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