In the world of PPC advertising, there are many different targeting options available, each designed to create a unique way for advertisers to reach their target audience.
Through PPC ad platforms like Google Ads, Bing Ads, Yahoo Gemini, and others, we’re able to serve targeted messages to users based on their search behavior, content they’re viewing, behaviors they’ve exhibited, and more.
In this chapter, we’ll go through each of the targeting options for search, display, and remarketing campaigns and how they can be used to engage with our potential customers.
With audience targeting, you’re more likely to reach consumers interested in your products or services with relevant messaging. It also decreases the odds you’ll waste ad spend on uninterested eyeballs and help move potential customers down the proverbial funnel.
Use demographic targeting if you have a novel product
Sometimes, your product or offer is so new that there’s no search demand out there for you to easily harvest. That means you have to generate awareness and demand yourself, before you get that sale and that’s exactly why demographic targeting works so well for on the Google Display Network. With PPC marketing, you’re also able to target other demographics like:
- Income level;
- Parental status;
- Geographic location;
- Relationship status;
- Education level;
- Political affinity.
One of the biggest benefits of advertising on the Google Display Network is the additional insight you gain into demographic data. You can easily break down performance for Display or Remarketing campaigns by age brackets, gender, parental status, or any combination of those categories.
For this B2B advertiser, males drastically outperform females in terms of conversion volume and CPA. Drilling one level deeper, males from 45 to 64 years old perform even stronger than the average male. Based on these findings, we reduced our investment for female users and reinvested those dollars into 45 – 64-year-old men. That demographic profile is something we can easily carry over to other advertising channels, like LinkedIn, Facebook, or even TV and print ads. Knowing our most valuable demographics ahead of time allows us to proactively increase our investment in those audience segments.
Time to Conversion
One of the quickest ways to gain insight into your audience is to check your average time lag to conversion. Some advertisers have very brief time lags, with over 75% of users converting within one day. Other advertisers have, on average, two or more weeks before a user converts.
Knowing that your target is spending a great deal of time comparison shopping and considering a purchase allows you to prioritize an incredibly granular remarketing strategy, and implement a comprehensive competitors campaign, to make sure you stay top of mind during the 12-day research process.
You can apply this knowledge to other marketing efforts as well. You might test an email list sign up as a micro-conversion to allow you to nurture previous visitors with promo emails. You could build a larger social media presence to ensure you’re reminding users of your brand during their other internet activity, or you could test landing pages that directly distinguish you from your competitors to clarify why a searcher should choose you.
Buried within AdWords geographic targeting options is a Location Groups setting, which allows you to gather data and make adjustments based on your audience’s income segment. Google uses IRS income data by zip code to slot searchers into income tiers, and accumulates data according to those tiers.
As you can see, our main non-brand customer for this client comes from the top-earning income segments of the population. However, with more time to consider a purchase, the middle-income bracket outperforms the other segments extraordinarily well, with over a 13 ROI for remarketing.
From this data, we hypothesized that middle-income customers take longer to purchase because the product represents a significant investment. Given more time to consider, they opt to choose this advertiser’s higher-quality product over cheaper alternatives. For this reason, we phased out all price-sensitive or discount language in our non-brand ad copy in favor of messaging focused on quality and luxury. Those discount-based attributes proved more effective at closing the deal with middle-income customers.
Why Choose Global Vision Technology for Advertising
Global Vision Technology is a top search engine marketing agency in Mumbai. We have been offering digital marketing services for many years, dealing with clients across a broad spectrum of industries. We will work with you to develop strong buyer personas, followed by targeted campaigns that will speak to each demographic that is represented in your customer base. The result is that your paid search marketing campaign will get more attention and higher quality clicks than ever before thanks to the research and planning that we put into all of our marketing strategies. Our goal is to be an integral part of your marketing team and help you build your business. Our team is experienced with creating acquisition funnels and conversion rate optimization. We don’t stop in the Click. We don’t just run PPC campaigns. We are your Growth Team.
If you are ready to take your paid advertising to the next level, contact Global Vision Technology today. We’ll be happy to schedule a consultation with your team to determine which demographics need targeting, and how we can bring about a big wave of leads for you.
Paid search is data-heavy, but get beyond just the numbers to understanding the characteristics and population segments that make up that data. Paid search is a powerful tool to understanding your target market, and a clever account manager should leverage that insight to anticipate what that customer needs and adjust strategy accordingly.